Why British Designers Are Taking Over Milan and Paris

For decades, London has been the rebellious younger sibling to Paris and Milan, often overshadowed by the grandeur and heritage of its continental counterparts.

Yet, the British capital has always been a playground for emerging talent, brimming with audacity, experimentation, and a distinct point of view.

Today, that legacy is culminating in an unexpected shift: British designers are ascending to the helm of some of fashion’s most prestigious French and Italian houses.

Daniel Lee’s upcoming move to Jil Sander marks the latest chapter in this unfolding story, joining the ranks of Jonathan Anderson at Loewe (and now Dior), Claire Waight Keller’s trailblazing tenure at Givenchy, and Matthieu Blazy’s shift from Bottega Veneta to Chanel.

Now, a growing trend of British creatives is reshaping the narrative of global fashion.

What makes this rise so remarkable is the tension it represents—between the storied traditions of Parisian and Milanese couture and the boundary-pushing irreverence that defines London.

Where creativity never sleeps

London has always been the city of possibilities, a fertile ground for designers who dare to dream bigger and stranger.

With institutions like Central Saint Martins and the London College of Fashion producing some of the industry’s brightest stars, the city has long been a launchpad for creative revolutionaries.

Alexander McQueen’s dark romanticism, John Galliano’s theatricality, and Vivienne Westwood’s punk ethos all have roots in the eclectic energy of London.

These designers obliterated the norms. Their influence wasn’t limited to British runways—it rippled across the globe. And while Paris and Milan have historically been synonymous with luxury and tradition, they are increasingly looking to London’s alumni to lead their storied maisons into the future.

So why British designers?

The success of British designers abroad lies in their ability to marry two seemingly opposing forces: innovation and respect for heritage.

Jonathan’s work at Loewe, for example, is a masterclass in balancing playful and avant-garde designs with the house’s storied craftsmanship.

Similarly, Daniel’s tenure at Bottega Veneta revitalized the brand, mixing modern minimalism with understated elegance synonymous with Italian luxury.

This approach stems from the British fashion ethos itself—a willingness to take risks, combined with a deep understanding of storytelling. London’s designers are trained to think beyond trends, digging into culture, history, and art to create garments that resonate on a deeper level.

The revolution will be British

The increasing prominence of British designers at the helm of French and Italian houses signals a broader cultural shift. Fashion is no longer about rigid adherence to tradition or national identity, but about finding new ways to connect with a global audience.

In an era where diversity and inclusivity are at the forefront, British designers bring a fresh perspective.

Their work reflects a world that is borderless and draws from their multicultural backgrounds and the melting pot of influences that define London.

As Daniel takes the reins at Jil Sander, he brings with him not just the technical skill and vision honed in London, but also a reminder of the city’s enduring influence. His appointment is part of a larger trend that underscores the global nature of fashion today.

London may never outshine Paris or Milan in terms of grandeur, but it doesn’t need to. Its strength lies in its ability to foster creativity and launch careers.

The British designers now leading the charge on the world stage are proof that the city’s unconventional spirit is its greatest asset.

The question isn’t whether London will ever “catch up” to Paris or Milan—it’s whether those cities can keep up with the British talent that’s redefining what fashion means in the 21st century.

Photos courtesy of designers’ Instagram