21 firefighters and officers were called to a fire in a block of flats on Broadley Street in Marylebone this morning.
Crews rescued one man from the blaze but sadly, he was later confirmed as dead.
Around a third of the flat on the second floor was damaged in the blaze.
The Brigade was called at 0541 and the fire was under control by 0716.
4 fire engines from Euston, Kensington, North Kensington and Soho fire stations attended the incident.
The cause of the fire is under investigation.