Photos show smoke rising high into the air across Poplar, east London, and drifting across the city.
Emergency services dashed to Providence Wharf, an upmarket apartment complex beside River Thames, at around 9am. The eighth, month and 10th floors of the 19-storey building are alight, reports My London.
A local resident, who lives on the tenth floor, was alerted to the fire by the neighbours’ Whatsapp group.
“They just said ‘fire’ and posted updates and photos,” she said.
“There is no fire alarm or sprinklers in the apartments.”
She added that residents have all been evacuated.
The resident added: “People were stuck on their balconies and shouting for help. Horrible.
“The fire is out so we have come back in now. I’m just hoping there are no casualties.”
London Fire Brigade sent 15 engines and 100 firefighters, who remain at the scene.
Pictures and videos circulating on Twitter show the blaze several stories high, with smoke rising into the air.
A London Fire Brigade spokesman said: “Twenty fire engines and around 125 firefighters have been called to a fire at a block of flats on Fairmont Avenue in Poplar.
“Firefighters are tackling a blaze at a 19-storey block. Parts of the eighth, ninth and 10th floors are alight.
“The Brigade’s 999 Control Officers have taken 13 calls to the fire.
“The Brigade was called at 0855. Fire crews from Poplar, Millwall, Shadwell, Plaistow, Whitechapel and surrounding fire stations are at the scene.
“The cause of the fire is not known at this stage.”
The cause of the fire is not known.
London Ambulance Service are also at the scene.
It said: “We have responded alongside the London Fire Brigade to a fire in a residential building in Poplar.
“A number of crews, including from the Hazardous Area Response Team and The London Ambulance Service Emergency Planning & Resilience Officers are on the scene.”
More to follow