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London's Trendiest Fashion Areas

Tucked away a stone’s throw from the ever-popular Oxford Street is Marylebone Village, fast becoming one of London’s hippest locales. The area has an eclectic mix of designer stores like Agnes B, Cath Kidston and Ronit Zilkha and chic boutiques selling clothes, accessories, jewellery and homewares. Jezebell, is a multi-label fashion emporium housing beautifully made clothes and accessories from established designers and emerging talent, including a range of designers not widely available in other London stores. KJ’s Laundry is a veritable fashion treasure trove with an impressive selection of designers from around the world.

You needn’t shop ‘til you drop’ as Marylebone High Street boasts a strip of top eateries with Conran’s Michelin starred restaurant, Orrery found here as well as renowned vegetarian restaurant Eat And Two Veg and the delicious Patisserie Valerie, perfect for the sweet toothed. If pampering is more your type of treat then visit the Aveda store which carries the full range of Ayurvedic inspired products and has an organic café, Quiet Revolution, offering organic soups, stews, wines and beers.

In the heart of Notting Hill is north London’s most fashionable neighbourhood, Westbourne Grove. If you’re in search of the unique or exclusive this is the place to shop. The area offers not only one-off boutiques, but the most fashionable names like Mulberry, Diane Von Furstenberg and Anya Hindmarch. Question Air offers an eclectic and diverse collection from over 50 labels including Juicy Couture and Issey Miyake, and claims to have one of the best selections of denim in London. Heidi Klein was London’s first dedicated holiday shop and sells swimwear, clothing and accessories all year round from designers, brands and the Heidi Klein own range.

Nicole Farhi’s in-store café, 202, allows you to combine those two great pastimes, shopping and ‘doing lunch’, while Tom’s Delicatessen and Zucca are also great options for a bite to eat.

East London’s Shoreditch has long been home to up-and-coming fashion designers’ studios but now the area is really taking off, with many designers opening shops alongside outlets selling vintage furniture, second-hand clothes, design objects and other quirky finds. Hanbury Street, Cheshire Street, Brick Lane and surrounding streets are all home to fabulous fashion finds.

Brick Lane is home to the original Tatty Devine shop, now also showcasing the work of other like minded designers. It’s also the location of The Laden Showroom, which houses 45 independent young designers on the cusp of the big time. Absolute Vintage and Rokit boast some of the best collections of vintage fashion in London, while Frockbrokers sells current and end of season bargains from established designers like Gharani Strok, Miu Miu and Jil Sander sourced from stylists, film wardrobes and catwalk samples.

If you need to recover from the shock of your shopping bill with a drink, the perfect place for the really style conscious is the stunningly eclectic Lounge Lover on Whitby Street. Those who are looking for a more relaxed affair would be more at home at the fashionably messy and mismatched Vibe bar at the Old Truman Brewery.

When it comes to Covent Garden, serious shoppers ignore the picturesque old market place and head straight for nearby Floral Street and surrounding back-streets and alleys. It was Paul Smith who put Floral Street on the map and his quirky emporia for men, women and children now take up most of one side of the street and have attracted other big-name designers such as Nicole Farhi, Maharishi and Agnes B. It is now one of London’s coolest shopping areas, known for one-off boutiques and intriguing specialist shops.

The beautiful boutique Birdcage, mixes own brand clothing and accessories and one off pieces, with unique finds from the Far East, while Hope & Glory offers casual designer menswear that blends traditional English tailoring with urban, hip hop and skate influences for a real sense of design originality. Other highlights in the area include British menswear designer Nigel Hall and French label Paul & Joe.

Whether your style is designer, vintage or more contemporary, with these hidden shopping neighbourhoods dotted all over London offering a selection of unique shops and boutiques, there is no excuse for being a ‘fashion-follower’ rather than a ‘fashion-forward’.

 

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