Vintage Style: The Areas That Shaped Swinging '60s London

Vintage Style: The Areas That Shaped Swinging '60s London

There's no denying that the 1960s was one of the most stylish decades EVER and that London was at the beating heart of groundbreaking fashion, art and music. Our latest knitwear arrivals pay homage to the famous areas of London responsible for defining 'swinging' '60s London as such an iconic decade.

Discover the areas that shaped swinging '60s London as we take a walk around some of the neighbourhoods that remain so rich and diverse in art, music, fashion and culture today as they did back then...

Swinging 60s London


The epicentre of ‘swinging London’, Carnaby Street was the capital of cool in the 1960s. Young people flocked here in search of Mary Quant’s famous mini skirts and wide-leg flares at independent boutiques like Lord John and Lady Jane, emulating the fashions of quintessential style mavens, sixties models Jean Shrimpton and Twiggy. Home to the Mods, Carnaby Street was the stomping ground of bands like The Who, Small Faces and The Rolling Stones. The Kinks even wrote ‘Dedicated Follower of Fashion’ in honour of the area.

60s London Jumper

Our Bailey Jumper, named after famous photographer David Bailey, pays homage to the iconic Carnaby Street. Bailey's photography captured and helped shape the image of the swinging London of the 1960s we've come to know; most notably, Bailey's iconic 'Box of Pin-Ups'  image series that included legendary 1960s figures such as The Beatles, Mick Jagger, Jean Shrimpton, Cecil Beaton and Andy Warhol. Team the Bailey Jumper with our classic Sarah Scallop Hem Skirt to nail that '60s London style.

Beatles Abbey Road


St John’s Wood, home to the famous music studios and THAT iconic zebra crossing, this North London street gained worldwide attention after the 1969 release of the geographically-named penultimate Beatles album, ‘Abbey Road’. John, Paul, George and Ringo recorded the majority of The Beatles' work in these innovative studios, which have remained a place of pilgrimage for Beatle-manics. A regular play on the Joanie jukebox, the album features George Harrison’s seminal ‘Here Comes the Sun’ and (a personal fave) Ringo’s classic solo ‘Octopus’ Garden’.

60s London Jumper

The Ringo Abbey Road Intarsia Jumper captures the classic black and white of the Zebra Crossing album cover image. Pair the Ringo Jumper with blue denim for a cute '60s-inspired look.

Swinging 60s London(Image: The East End in Colour 1960-1980 Book by Hoxton Mini Press)


In the heart of London’s East End, between historic Whitechapel and trendy Shoreditch, stands Brick Lane - a multicultural melting pot of Bengali and Irish communities, where Banglatown and the famous curry restaurants, sit alongside the famous Jewish bagel shops and the renowned Truman Brewery. Back in '60s London, the East End was perhaps most famous for being home of the notorious Kray Twins.

Swinging 60s London

Fast-forward to today and things are a very different story. An influx of Art & Fashion students since the 1990s started the regeneration of the Brick Lane scene, now teeming with hipster food joints and vintage clothing stores. The area is famed for its markets; Spitalfields, Petticoat Lane, nearby Columbia Road and its beautiful flower sellers.

Our new Monica Brick Lane Jumper gives a cheeky wink to the East End of London.

Swinging 60s London


Portobello Road has a rich history steeped in style. As well as the world-famous vintage market, for decades Portobello Road has been lined with stylish boutique shops. Back in the mid-'60s, Lord Kitchener's Valet was a popular boutique for second-hand clothing, among the shop's customers were Mick Jagger, John Lennon and Jimi Hendrix.

Fast forward to present day; every Saturday, swarms of treasure-hunters head to West London for its legendary antique and vintage market. Portobello Road, lined with its pastel coloured houses, quirky stalls, friends of Joanie, the scrumptious Hummingbird Bakery, the legendary Electric Cinema, second-hand bookstores and one VERY famous blue door that featured in the classic Hugh Grant/Julia Roberts rom-com ‘Notting Hill'. Every August Bank Holiday, the Notting Hill Carnival celebrates the area’s vibrant Caribbean heritage, with a kaleidoscopic parade of floats and a huge street party.

60s London Vintage Style JumperThe Portia Portobello Road Jumper in striking green is a real collectable, tuck the Portia into the Charlie A-Line Denim Midi-Skirt to make an effortless vintage style statement.

Shop our latest arrivals...

Joanie x

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