Meet the next generation It boys taking over London

FASHION Huge follower counts, chiseled jawlines — they’re the style set’s secret weapon, says Joe Bromley

- Joe Bromley

NIGHT upon night within London’s en vogue parties this autumn, the same thing happens.

It nears midnight and a trim crowd slips past polite school-night chatter and into their Friday night loose egos. To the chorus of Like A Prayer or heavy techno, almost every pair of arms go up, gyrating in the air.

At this moment in recent weeks, I have had one thought recur: erm, there’s a lot of huge, polished biceps here. And they belong to people I’ve never heard of.

Such was the case in mid-October, when ES Magazine celebrated the year anniversary of editor Ben Cobb in Mark’s Club, a Mayfair member’s town house. It became apparent that for all the It-girls in attendance (from Dua Lipa’s sister Rina to French influencer Camille Charriere) there was an equal number of shiny new It-boys.

Their outfits are as skimpy as their female counterparts, coquettish grins as well rehearsed, and, increasingly, their names are just as high up the guest lists. In London, the population of men famous for being hot is rising — and TikTok and Instagram are behind it.