Simply find the best possible online shopping Jaded London deals
Shop Jaded London products and compare prices and listings on popular online marketplaces.
The ASA told the brand to stop using the ad and "ensure that their future marketing communications were socially responsible".
Founded by siblings Jade Camber and Grant Goulden in 2013, Jaded London has amassed 1.5 million Instagram followers and is particularly popular among young people.
Its clothes are stocked in shops including Selfridges and Urban Outfitters and it made £51m of sales in the year to June 2025.
Responding to the watchdog, Jaded London argued it was "not clear" the model was holding a cigarette because it was slimmer than normal and "did not appear to be lit".
The company also argued it was "less prominent than other elements of the image, such as the model's clothing and accessories".
However, it said it "understood why it was best to avoid images of models holding cigarettes" and would not use smoking content in future ads.
At the time of writing, Jaded London's Instagram feed contained several other images of people smoking while wearing its clothes.
A spokesperson for the ASA told the BBC it was unable to comment on whether the other posts broke the rules without them going through its formal process.
"We'd always encourage anyone who has a concern…
$95.00 44% OFF
$53.43
Sold Out
The JADED LONDON Plunge Halter Open Back Top brings unapologetic edge to the forefront with its bold design. Crafted from smooth viscose, the texture feels luxe against the skin, while shimmering stud accents lend an intense statement vibe. The deep neckline is daring yet sophisticated, exemplifying that fearless runway energy the brand is known for, perfect for making an entrance or stealing the spotlight.
This halter top gracefully contours the body with adjustable tie straps, allowing for a personalized fit that hugs in all the right places. Its open back design offers a breezy feel, ideal for warm evenings and those dance floor moments. Transition it from day to night by layering with a structured blazer or wearing it solo—it moves seamlessly from jeans to leather pants, maintaining that rebel allure throughout.
JADED LONDON, celebrated for its fashion-forward aesthetic, channels a singular blend of London grit and high-fashion pizzazz here. Pair this top with statement trousers or a sleek skirt to tap into that boundary-pushing silhouette. Embrace it with confidence, and let the studs do the talking as you captivate every room you step into.
$85.00 -35% OFF
$115.00
Sold Out
The Jaded London Knitted Hooded Top captures that effortlessly cool vibe, perfect for those who love to blur the lines between laid-back and chic. Crafted from lightweight open-knit fabric, it’s all about playful texture and a hint of sheerness, making it perfect for the fashion-forward individual. The attached hood adds a cozy, streetwear edge to its airy aesthetic, creating an interplay of casual and stylish.
In movement, this top drapes with ease, letting the airiness of the knit shine while offering endless possibilities for layering. Its relaxed fit swings fluidly with the body, inviting you to pair it with sleek denim for a hint of contrast or embrace ultimate comfort with matching loungewear. Whether it’s your go-to for leisurely afternoons or the piece to spark intrigue on a casual night out, it adapts seamlessly, holding a balance between chill and contemporary.
Jaded London has become synonymous with bold, trend-setting pieces, and this hooded top continues that narrative, aligning with the resurgence of intentionally sheer knits in the fashion world. Layer with a bralette or a fitted turtleneck to embrace its see-through flair, and let your style intuition guide the…