London Fashion Week AW25: Denim Lives Forever

Vegan Fashion Repository’s quest to search for vegan fashion brands – and items – during fashion month continued to London, where we’ve uncovered a particularly vegan-friendly trend of repurposed denim.

Even though not carried out by vegan fashion brands, repurposed denim’s strong presence in the city – renowned for discovering the most exciting fashion talents – does leave a sense of excitement.

London Fashion Week might have just wrapped its first season with mandatory sustainability requirements, following in the footsteps of Copenhagen Fashion Week as announced in November 2024, but have no doubt about this city’s re-making and re-purposing expertise. London has long held a reputation of as the go-to destination for the coolest vintage and second-hand establishments, clothing swapping events, and, last but not least, a surge in the repair and alterations wave led by SOJO, Josephine Phillips‘ initiative – as mindful as it is groundbreaking – which has managed to attract both the regular crowd as well as leading brands such as Paul Smith and Temperley London.

It is within this landscape that denim – whether repurposed or straight from the catwalk – is never dead, while trends come and go. AllSaints has partnered with Hackey Dave (Dave Buonguidi) to create a set of five denim patches to raise awareness about extending a denim item beyond a fleeting trend. E.L.V Denim, founded in 2018, has already made its name as a luxury brand of upcycled denim. Priya Ahluwalia, a designer who has taken London by storm in recent years – and shows no intention of slowing down – has made denim repurposing and laser printing her ‘thing’ (among many other ones). Masha Popova, known for adding a nostalgic yet universally relatable layer to her pieces, also showcased several denim designs that speak volumes of contemporary cultural references. Sinéad O’Dwyer managed to weave denim into her collection, which, after London, is heading straight to Paris for the semi-finals of the LVMH Prize.

Take a look at what’s ‘while in London‘ – and, should you feel inspired, dive into our Directory for curated vegan fashion brands. Many of them, such as NON, Keeper Denim, Kings of Indigo, or MUD Jeans, specialise in vegan and circular denim.