Hello. I’m Emily London. I’m a lifelong charity shop and vintage fashion enthusiast and I believe everything a person needs to wear or use is already in existence.

With a background in fashion journalism and e-commerce, I know my way around luxury brands, runway trends and what makes a piece truly special. My career has included roles at Tatler, British Vogue, Good Housekeeping, Net-a-Porter’s TheOutnet.com and Refinery29.com. But as a lifelong vintage buyer I also know that pre-loved fashion is the sustainable, creative and best value way to shop.

But alongside that world, I’ve always believed the most exciting style often comes from the unexpected: vintage shops, charity shops, estate sales and overlooked treasures waiting to be rediscovered.

Emily London is my personal edit of vintage clothing, jewellery, and accessories chosen for their quality, cut, craftsmanship and ability to work beautifully in a contemporary wardrobe.

This is vintage to wear now. Not costume. Style.

Alongside the online collection, I also offer personal styling, secondhand wardrobe guidance and charity shopping experiences designed to help clients dress with more originality, confidence and sustainability. Whether you are searching for an exceptional designer piece or simply something no one else will have, you’re in the right place. Every piece is chosen to feel special now, not just nostalgic then.