London probably boasts a larger number and a bigger variety of fashion stores than any other European city. The multicultural, multiracial nature of the city is reflected in the multitude of styles and trends in clothing on sale there.
London’s fame as the city at the forefront of the creation of new trends is reflected not just in the clothing in its stores but also in the decoration and design of the stores themselves. The most modern stores exist side by side and with classical establishments that have managed to adapt to changing times and continue to offer up to date clothing without losing their own character or style.
Louis Vuitton, Bond Street
There are several distinct shopping areas, which are in continuous expansion throughout the city. As London continues to grow the appearance of new districts leads also to the opening up of new shopping areas where you can find cutting edge fashion stores.
MAYFAIR. The rectangle formed by Oxford St., Regent St., Jermyn St. and Bond St. brings together a large number of luxury fashion stores in a very small area, all of them based in buildings with fine architecture. Polo Ralph Lauren, Alexander McQueen and Salvatore Ferragamo in Bond St., among others, are in buildings which are worth visiting for their external appearance alone. The same goes for, Miu Miu,Donna Karan and Mulberry.
Dior, Sloane Street
Parallel to this area is Savile Row, where traditional tailors are concentrated alongside more modern stores such as Richard James and the cutting edge multi-brand b store. Running perpendicular to both these streets, Conduit St. is also home to such important designers as Yohji Yamamoto, Issey Miyaka, Krizia,Moschino and Vivienne Westwood in just a few square metres.
On the other side of Bond St., Conduit St. changes its name and becomes Bruton St., but its significance as a centre for a fashion is maintained. Two reference points for British fashion, Stella McCartney and Matthew Williamson, have their stores there, and classics such as Brioni and cutting edge Belgian firm Maison Martin Margiela are based nearby. Mount Street with Marc Jacobs, Balenciaga, Loewe, Carolina Herrera,Lanvin.
Bottega Veneta, Sloane Street
It is also worth taking a stroll through Dover Street Market. The multi-brand store created by Rei Kawakubo, designer for Comme des Garçons, in the former produce market on this street offers four floors of the very latest in fashion.
South Molton St. is a pedestrian area dominated by another of London’s benchmark multi-brand stores:Browns, together with men’s multi-brand Vertice.
Further up in Oxford St., lovers of department stores will find Selfridges, which offers one of the best selections of designer clothing to be found anywhere in stores of this kind. Further east on the same street are House of Fraser and John Lewis. Fenwick, in Bond St., is another benchmark for department store fashions.
In Regent Street you will find such updated British classics as Burberry, the beautiful building occupied byAquascutum and the Liberty department store. At the southern end of this area, Jermyn St. also exudes a distinctly British style aimed particularly at London executives, with Church’s shoe store, Dunhill and the inimitable Fortnum & Mason, where there is something for everyone.
Alexander McQueen, Bond Street
BELGRAVIA AND KNIGHTSBRIDGE. South of Hyde Park lies London’s second most important shopping area in terms of luxury designers. Flanked by two top department stores that are a must for visitors,Harvey Nichols in Knightsbridge and Harrods in Brompton Road, Sloane St. is similar to Bond Street in that it is home to one store after another selling the most exclusive brands. Fendi, Giorgio Armani, Jitrois,Prada, Bottega Veneta, Dior, Marni and Jimmy Choo are on one side of the street and Valentino, Alberta Ferretti, Versace, Emilio Pucci, Dolce & Gabbana and Louis Vuitton on the other.
Next to the peaceful Cadogan Place, Pont St. has two major reference points for British designers: the lingerie of Agent Provocateur and the handbags of Anya Hindmarch.
Stella McCartney, Bruton Street
Further south, Elisabeth St. has stores selling fashions by British designers such as Boyd and Ben de Lisi, and the unrivalled hats of Philip Treacy. At the point where Sloane St. reaches Sloane Square, Chloé