Joanna Penneycard

In days of old, American society girls would hop over to Paris to pick up their bridalwear. Then came the likes of Jenny Packham and London became the it-spot for finding your perfect gown, wherever you might be on the planet. At the moment, there's no one who embodies clean, classic, almost-Edwardian (let's say Downton Abbey) elegance like Joanna Penneycard, the young designer who has just taken up residence in Somerset House, neighbouring on the British Fashion Council. Her gowns have the kind of subtle detail and flattering structures that could easily be draped across A-listers, and now's the time to get to her before she becomes the next Vera Wang.