ASW's Field Guide To London's Socialites

[Fiona Scarry, Camilla Al Fayed, Olympia Scarry. Photos via ASW]

ASW's ASMALLMAGAZINE is up and running. And, with their presentation of the top NYC Socials last issue, they had to have a counterpart for our sister city, London.  Not an ASW member?  No worries, read below from their "Village People: Field Guide to London's Ladies-About-Town":

"Londoners will often describe their city as a collection of villages, each as different from each other as are London’s various social scenes. In Camden, for example, the music scene reigns supreme, whilst a day in Shoreditch is as good as any fashion show. The Hills (Notting and Primrose) are both meccas for yummy mummies, but the former is glossy and groomed, to the latter's artfully dishevelled reformed rocker. Each village has a leader of course – the public persona that typifies the village in style and personality. Here's our guide on matching the face to each place."

Kate Moss

Place: Primrose Hill Neighbours: Sadie Frost, Pearl Lowe, Davinia Taylor, Alice Sykes Origin: The modeling or music world. This girl's a semi-reformed rocker merging a heady social life with virtuous macrobiotic existence. Style Stakes: Stylist friends rustle up ingenious vintage finds from 80s YSL to original Biba. Arm candy: A guy who can wear skinnier jeans than her – some musical prowess also required. Kate's current partner in crime is Jamie Hince of The Kills. Hangout: A palatial pad is essential for holding one's own in the house party stakes. The Day Job: When not managing one's hectic party schedule, a sideline in fashion is de rigueur. Kate Moss’s Topshop blows the others out of the water in the revenue stakes, though Sadie Frost's FrostFrench has a steady following as does Pearl Lowe's line of indie-cool frocks.

Daria Zhukova

Place: Knightsbridge Neighbours: Camilla Al Fayed, Alice and Charlotte Dellal, Olympia and Fiona Scarry Origin: High-born international jet-setters with brains and beauty means these girls were going to be anything but wallflowers. Style Stakes: When you're on first name terms with the likes of Giorgio Armani and Marc Jacobs like Camilla, getting dressed is easy. These girls make high octane glamour look effortless. Arm candy: Multibillionaires only need apply, Zhukova is currently stepping out with the king of them all, Roman Abramovich. Monegasque royalty also considered suitable suitors. Hangout: Yachts, private jets, Sloane Street and Monaco. The Day Job: Daria's fashion line, Kova & T is surprisingly elegant and well-priced which promises financial success whether she needs it or not.

Sienna Miller

Place: Notting Hill Neighbours: Elle Macpherson, Alice Temperley, Laura Bailey, Jasmine Guinness, Rebecca Guinness, Tara Agace, Thandie Newton, Violet Von Westenholz Origin: This locale is strictly A-list where fashion and film heavyweights meet financial jet-setters. Style Stakes: Blessed with naturally stunning looks these girls would shine in bin bags. They favour a natural take on glamour teaming carefully tousled locks with a boho-luxe style. Think Chanel and Anya Hindmarch with expensive Portobello treasures. Arm candy: Someone senior at Goldman Sachs or your latest co-star. Either way they need to be as successful as she is, if not more. Hangout: Beach Blanket Babylon, The Electric private members' club, E&O, the Cow The Day Job: Anything they can put their name to, usually fashion or beauty but with global ambition.

Kate Middleton

Place: Chelsea Neighbours: Princess Beatrice, Princess Eugenie, Chelsy Davy, Violet Naylor-Leyland Origin: The former stomping ground of the 80's Sloane, these girls are cooler, faster and can party for a hell of a lot longer. Style Stakes: Demure is the watchword and whilst skirts rarely rise above the knee, the odd Topshop frock works surprisingly well when worn with a Philip Treacy couture hat Arm candy: Someone with a few titles and ancestry a must. Kate's beau Prince William is about as eligible as they come. Hangout: Mahiki or Boujis The Day Job: After as many years as possible of education, something lite in fashion or art tides her over till her mid-twenties when proposals and marriage await.

Alexa Chung

Place: Camden Neighbours: Daisy Lowe, Amy Winehouse, Kelly Osbourne Origin: The youthful sister (and often offspring) to the Primrose Hill gang, these girls can clock up the column inches almost as fast as Moss & co. Seriously media-savvy, these girls are ambitious and their stars are rising fast. Style Stakes: High street brands mixed with young, playful designers like Marc by Marc Jacobs. They channel the ingénue look with cute thigh skimming smocks and clever accessories. Arm candy: A favourite trick is to pick an emerging band and date the lead singer like Chung who has bagged Alex Turner of the Arctic Monkeys. Kirsten Dunst dabbled with this crew when she dated indie Casanova Johnny Borrell of Razorlight. Hangout: Before the legendary Hawley Arms was razed in a recent fire, you could have caught Winehouse herself pulling pints. The pub is slated to reopen in coming months. When it does, befriend the owner and you could be joining them for one of their infamous lock-ins – just don't even attempt to match them drink for drink. Till then, the party continues at the Winehouse manor. The Day Job: A career in TV is the holy grail if not blessed with Amy's powerhouse voice. Chung fronts the hugely popular T4 teen entertainment show whilst Kelly's TV fame now sees her doing a run as Mama Morton in the West End's Chicago .

Agyness Deyn

Place: Shoreditch Neighbours: A bevy of up-and-coming designers and stylists – think Katie Grand, Dazed & Confused fashion editor Katie Shillingford, Luella Bartley, Lily Atherton. Origin: Northern counties where art schools meet emerging music in a hotbed of creative talent. Style Stakes: They're so far ahead the trends they sport haven't even made it to the catwalks yet. Usually wearing the designs of their friends mixed with Spitalfields market finds Arm candy: A designer GBF (Gay Best Friend) like Henry Holland or Gareth Pugh. They're the most likely to be as eclectically dressed as the girls. Hangout: Before it closed, Boombox in Hoxton was the place to be seen. Now Nick Jones' Shoreditch House pool offers maximum exposure for posing potential. The Day Job: An ambitious lot, they work as hard as they play sacrificing sleep for long design studio hours.