London

The keyword of London shopping has always been "individuality," whether expressed in the superb custom tailoring of Savile Row, the nonconformist punk roots of quintessential British designer Vivienne Westwood, or the unique small stores that purvey their owners' private passions—be they paper theaters, toy soldiers, or buttons. This tradition is under threat from the influx of chains (global luxury, domestic mid-market, and international youth), but the distinctively British mix of quality and originality, tradition, and character remains.

You can try on underwear fit for a queen at Her Majesty's lingerie supplier, track down a leather-bound Brontë classic at an antiquarian bookseller, or find a bargain antique on Portobello Road. Whether you’re just browsing—there's nothing like the size, variety, and sheer theater of London’s street markets to stimulate the acquisitive instinct—or on a fashion-seeking mission, London shopping offers something for all tastes and budgets.

Although it's impossible to pin down one particular look that defines the city, London style tends to fall into two camps: one is the quirky, somewhat romantic look exemplified by homegrown designers like Matthew Williamson, Jenny Packham, Vivienne Westwood, and Lulu Guinness; the other reflects Britain’s celebrated tradition of classic knitwear and suiting, with labels like Jaeger, Pringle, and Brora, while Oswald Boateng, Paul Smith, and Richard James take tradition and give it a very modern twist. Traditional bespoke men's tailoring can be found in the upscale gentlemen's shops of Jermyn Street and Savile Row—there's no better place in the city to buy custom-made shirts and suits—while the handbags at Mulberry, Asprey, and Anya Hindmarch are pure classic quality. If your budget can't stretch that far, no problem; the city's chain stores like Topshop, Zara, and H&M, aimed at the younger end of the market, are excellent places to pick up designs copied straight from the catwalk at a fraction of the price, while mid-market chains like Reiss, Jigsaw, and L.K. Bennett offer smart design and better quality for the more sophisticated shopper.

If there’s anything that unites London’s designers, it’s a commitment to creativity and originality, underpinned by a strong sense of heritage. This combination of posh and rock 'n' roll sensibilities turns up in everyone from Terence Conran, who revolutionized product and houseware design in the ’60s (and is still going strong), to Alexander McQueen, who combined the punk aesthetic with the rigor of couture. You'll see it in fanciful millinery creations by Philip Treacy and Stephen Jones, and in the work of imaginative shoemakers Nicholas Kirkwood, United Nude, and Terry de Havilland—and it keeps going, right through to current hot designers Erdem, Christopher Kane, Victoria Beckham, and up-and-coming names like Shrimps, Duro Olowu, and Molly Goddard.

One reason for London’s design supremacy is the strength of local fashion college Central St. Martin’s, whose graduates include Conran, Kane, McQueen, his successor at his eponymous label—and designer of the Duchess of Cambridge’s wedding dress—Sarah Burton, and Stella McCartney’s equally acclaimed successor at Céline, Phoebe Philo.

To find the McQueens and McCartneys of tomorrow, head for the independent boutiques of the East End and Bermondsey. If anything, London is even better known for its vibrant street fashion than for its high-end designers. Stock up from the stalls at Portobello, Camden, and Spitalfields markets.

Aside from bankrupting yourself, the only problem you may encounter is exhaustion. London's shopping districts are spread out over the city, so do as savvy locals do: plan your excursion with military precision, taking in only one or two areas in a day, and stopping for lunch with a glass of wine or for a pint at a pub.

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  • 1. Agent Provocateur

    Soho

    Created by punk fashion designer Vivienne Westwood's son and daughter-in-law, this line of lingerie in gorgeous fabrics, silks, latex, and lace tends toward the kind of risqué underwear that is both provocative and practical. The original boudoir-like shop is staffed by assistants in prim pink uniforms in what was Soho's red-light district, but the brand has gone a bit more mainstream and now also sells bathing suits, nightwear, jewelry, and luggage in multiple locations in Knightsbridge, Mayfair, Victoria, and Notting Hill.

    6 Broadwick St., London, Greater London, W1F 8HL, England
    020-7439–0229
  • 2. Benjamin Pollock's Toyshop

    Covent Garden

    This landmark toy shop still carries on the tradition of its eponymous founder, who sold miniature theater stages made from richly detailed paper from the late 19th century until his death in 1937. Among his admirers was author Robert Louis Stevenson, who wrote, "If you love art, folly, or the bright eyes of children, speed to Pollock's." Today the mesmerizing antique model theaters are expensive, but there are plenty of magical reproductions for less than £10. There's also an extensive selection of nostalgic puppets, marionettes, teddy bears, Victorian paper dolls, spinning tops, jack-in-the-boxes, and similar traditional children's toys from the days before batteries were required (or toys were even run on them).

    44 The Market, London, Greater London, WC2E 8RF, England
    020-7379–7866
  • 3. Berry Bros. & Rudd

    St. James's

    Nothing matches Berry Bros. & Rudd for rare offerings and a unique shopping experience. A family-run wine business since 1698 (Lord Byron was a customer), BBR stores more than 20,000 vintage bottles and casks in vaulted cellars that are more than 300 years old. The in-house wine school offers educational tasting sessions, while the branch at 63 Pall Mall has an excellent selection of whiskeys, cognacs, rums, and more. The shop has a quirky charm, and the staff are extremely knowledgeable—and not snooty if you're on a budget.

    63 Pall Mall, London, Greater London, SW1Y 5HZ, England
    020-7022–8973
  • 4. Blackout II

    Covent Garden

    Escape the bustle of Covent Garden's Neal Street here at one of London's top vintage clothing shops. Its two small floors are overflowing with high-end vintage dresses, coats, suits, costume jewelry,  shoes, and more from the 1920s to the 1970s. With that much to choose from, you'll be hard-pressed to leave without finding something to sharpen up your look.

    51 Endell St., London, Greater London, WC2H 9AJ, England
    020-7240–5006
  • 5. Books for Cooks

    Notting Hill

    It may seem odd to describe a bookshop as delicious smelling, but on several days you can't help but notice the aromas wafting out of the tiny café in the back of this cookbook shop, where the resident chef cooks a three-course set lunch for only £7, served from noon on Tuesday through Friday (it's first come, first served, so get there early). The dishes are drawn from recipes in the 8,000 cookbooks on the shelves. Just about every world cuisine is represented, along with a complete lineup of works by celebrity chefs. Before you come to London, visit the shop's website to sign up for a specialized cooking workshop in the upstairs demonstration kitchen.

    4 Blenheim Crescent, London, Greater London, W11 1NN, England
    020-7221–1992
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  • 6. Broadway Market

    Hackney

    This parade of shops in hipster-centric Hackney (north of Regent's Canal) is worth visiting for the specialty bookshops, independent boutiques, organic cafés, neighborhood restaurants, and welcoming community feel. But wait for Saturday (9–5), when it really comes into its own with a farmers' market and more than 70 street-food and produce stalls rivaling those of south London's famed Borough Market. Artisan breads, cheeses, pastries, organic meats, waffles, fruit and vegetables, seafood, and international food offerings: this is foodie heaven. There are also stalls selling vintage clothes, crafts, jewelry, and more. There is a smaller market on Sunday.

    Broadway Market, London, Greater London, E8 4PH, England
  • 7. Columbia Road Flower Market

    Hoxton

    London's premier flower market is about as pretty and photogenic as they come, with more than 50 stalls selling flowers, shrubs, bulbs, and trees—everything from bedding plants to 10-foot banana trees—as well as garden tools, pots, and accessories at competitive prices. The stallholders' patter is part of the fun. It's on Sunday only, and it's all over by 3 pm. Columbia Road itself is lined with 60 interesting independent shops purveying art, fashion, furnishings (most of which are only open on weekends), and the local cafés are superb.

    Columbia Rd., London, Greater London, E2 7RG, England
  • 8. Covent Garden Market

    Covent Garden

    Established in the 1670s as a thriving fruit, herb, and flower market, this popular historic piazza now has three separate market areas: the Apple Market, the East Colonnade Market, and the Jubilee Market. In the main covered area originally designed by Inigo Jones and known as the Apple Market, 40 stalls sell handcrafted jewelry, prints, clothes, ceramics, and crafts from Tuesday through Sunday, while Monday is given over to antiques, curios, and collectibles. The East Colonnade Market has stalls with mostly handmade specialty items like soaps and jewelry, as well as housewares, accessories, and magic tricks. The Jubilee Market, in Jubilee Hall toward Southampton Street, tends toward kitschy T-shirts and cheap household goods Tuesday through Friday but has vintage antiques and collectibles on Monday and handmade goods on weekends. Largely aimed at the tourist trade in the past, Covent Garden Market continues its ascent, introducing a more sophisticated image (and correspondingly higher prices) with the opening of upscale restaurants and chains in the surrounding arcades, including a huge Apple Store; beauty outlets like Chanel, M.A.C., and Dior; and boutiques for top brands like Mulberry and N.Peal. Don't miss the magicians, musicians, jugglers, and escape artists who perform in the open-air piazza; the performances are free (though contributions are welcome).

    The Piazza, off Wellington St., London, Greater London, WC2H 7AR, England
  • 9. Daunt Books

    Marylebone

    An independent bookstore chain (there are additional branches in Belsize Park, Hampstead, Holland Park, and Cheapside), Daunt favors a thoughtful selection of contemporary and classic fiction and nonfiction. The striking Marylebone branch is an original Edwardian bookstore, where a dramatic room with a long oak-paneled gallery under lofty skylights houses the noted travel section, which includes not only guidebooks but also related literature and poetry. The Hampstead branch is strong on children's books.

    84 Marylebone High St., London, Greater London, W1U 4QW, England
    020-7224–2295
  • 10. Fenwick

    Mayfair

    A manageably sized department store, Fenwick is a welcome haven of affordability in a shopping area where stratospheric prices are the norm. The store is particularly strong on accessories (notably lingerie, wraps, and hats), cosmetics, perfumes, and chic, wearable fashion by both big names and more niche designers such as Goat, J Brand, and Tory Burch. There are also three small spas (Chantecaille, La Prairie, and a Blink waxing room), various beauty services (including a hair salon, nail bar, and Blink brow bar), and three restaurants, plus a men's department in the basement.

    63 New Bond St., London, Greater London, W1S 1RQ, England
    020-7629–9161
  • 11. Fortnum & Mason

    St. James's

    Although F&M was jokingly known as "the Queen's grocer" (time will tell if the nickname will keep pace with the change of monarch) and the impeccably mannered staff still wear traditional tailcoats, its celebrated food hall stocks gifts for all budgets, including irresistibly packaged luxury foods stamped with the gold "By Appointment" crest for under £5. Try the teas, preserves (including the unusual rose-petal jelly), condiments, or Gentleman's Relish (anchovy paste). The store's famous hampers are always a welcome gift. The gleaming food hall spans two floors and incorporates a sleek wine bar, with the rest of the store devoted to upscale housewares, men's and women's accessories and toiletries, a dedicated candle room, and a jewelry department featuring exclusive designs by breakthrough talent. If you start to flag, take a break in the tea salon; or FIELD, which specializes in local ingredients and overlooks the food hall; or the contemporary 45 Jermyn St. restaurant (the three-course set menu is a good value); or head to the indulgent ice-cream parlor, where you can find decadent treats like a banana split or a less-traditional gin-and-tonic float. There's another branch at St. Pancras International train station.

    181 Piccadilly, London, Greater London, W1A 1ER, England
    020-7734–8040
  • 12. Foyles

    Soho

    Founded in 1903 by the Foyle brothers after they failed the Civil Service exams, this labyrinthine family-owned bookstore and literary landmark is in a 1930s art deco building, once the home of the renowned art and fashion college Central Saint Martins. One of London's best sources for textbooks and the United Kingdom's largest retailer of foreign language books, with more than 200,000 titles on its four miles of bookshelves, Foyles also stocks everything from popular fiction to military history, sheet music, medical tomes, graphic novels, and illustrated fine arts books. It also offers the in-store Ray's Jazz (one of London's better outlets for music) and a cool jazz café. Foyles also has a branch at the Royal Festival Hall in the Southbank Centre.

    107 Charing Cross Rd., London, Greater London, WC2H 0DT, England
    020-7437–5660
  • 13. Geo F. Trumper

    St. James's

    If you don't have the time for an old-fashioned hot-towel shave at this "traditional gentlemen's barbers" established in 1875, pick up a razor, a shaving brush, or other men's grooming accessories to take home for yourself or as a gift. The Extract of Limes Skin Food is a popular, zingy aftershave, and the Coconut Oil Hard Shaving Soap, which comes in a hand-turned wooden bowl, is a classic. There is also a store at 9 Curzon Street in Mayfair.

    1 Duke of York St., London, Greater London, SW1Y 6JP, England
    020-7734–6553
  • 14. Grosvenor Prints

    Covent Garden

    London's largest collection of 17th- to early-20th-century prints focuses on views of London and its architecture and denizens, as well as royal, sporting, and decorative motifs. From master printmaker William Hogarth to English political caricaturist James Gillray, the delightfully higgledy-piggledy selection is hugely eclectic, with prices ranging from £20 into the thousands. Staff will happily ship globally; just note that it's closed on weekends.

    19 Shelton St., London, Greater London, WC2H 9JN, England
    020-7836–1979

    Shop Details

    Rate Includes: Closed weekends
  • 15. Hatchards

    St. James's

    This is the United Kingdom's oldest bookshop, open since 1797 and beloved by writers themselves—customers have included Oscar Wilde, Rudyard Kipling, and Lord Byron. Despite its wood-paneled, "gentleman's library" atmosphere and eclectic selection of books, Hatchards is now owned by the large Waterstones chain. Nevertheless, the shop still retains its period charm, aided by the staff's old-fashioned helpfulness and expertise. Look for the substantial number of books signed by notable contemporary authors on the well-stocked shelves. There's another branch in the St. Pancras International train station.

    187 Piccadilly, London, Greater London, W1J 9LE, England
    020-7439–9921
  • 16. Heywood Hill

    Mayfair

    Open since 1936, this is considered by some to be the best small bookstore in the English-speaking world—John Le Carré, who set a scene in Tinker Tailor Soldier Spy here, was a long-standing customer. Browse for a leather-bound volume on architecture, gardening, natural history, or topography—just some of the topics in which the antiquarian collection specializes. The contemporary selection emphasizes literature, history, biography, travel, architecture, and children's books, and the knowledgeable staff is happy to provide advice. During World War II, author Nancy Mitford helped keep the bookstore going. Today, the 12th Duke of Devonshire, a descendant of her brother-in-law, the 11th Duke, is the owner.

    10 Curzon St., London, Greater London, W1J 5HH, England
    020-7629–0647
  • 17. James Smith & Sons Ltd.

    Bloomsbury

    Stepping into this gorgeous Victorian-era umbrella shop is like stepping back in time. Open since 1857, this family-run emporium sells every kind of umbrella, parasol, cane, and walking stick under the sun (including some containing a small flask or a corkscrew or that fold out into a seat). Rumored to have been the inspiration behind Ollivanders Wand Shop in the Harry Potter series, the interior of the shop is almost unchanged since it first opened its doors. Prices range from about £35 for a modest folding umbrella to £425 for a classic blackthorn root-knob solid stick brolly, to thousands for bespoke items. If the umbrella prices are too steep, smaller accessories like ox horn shoehorns or pocket combs make perfect gifts.

    53 New Oxford St., London, Greater London, WC1A 1BL, England
    020-7836–4731
  • 18. Liberty

    Soho

    Its distinctive black-and-white Tudor-style facade, created from the timbers of two Royal Navy men-o'-war ships, reflects this department store's origins in the late Victorian Arts and Crafts movement. Leading designers were recruited to create the classic Liberty silk prints that are still a signature of the brand, gracing everything from cushions and kimonos to photo albums and stationary. Inside, Liberty is a wood-paneled labyrinth of rooms stocked with well-chosen merchandise, including niche beauty, perfume, footwear, and housewares lines such as Soho Home, which features furniture from the membership club. Clothes for men and women focus on high quality and high fashion, with labels like Rixo and Roland Mouret. The store regularly commissions new prints from contemporary designers, and it sells both these and its classic patterns by the yard. If you're not so handy with a needle, an interior design service will create soft furnishings for you. There's also a florist, a hair salon, a men's barber, beauty treatment rooms, a brow bar, foot spa, and a body piercing studio.

    Regent St., London, Greater London, W1B 5AH, England
    020-3893–3062
  • 19. Lock & Co. Hatters

    St. James's

    Need a silk top hat, a flat-weave Panama, or a traditional tweed flat cap? Or, for ladies, an occasion hat? This wood-paneled shop has been providing hats since 1676 (the oldest in London, they claim) for customers ranging from Admiral Lord Nelson, Oscar Wilde, and Frank Sinatra to, more recently, Robert Downey Jr., Guy Ritchie, and Kate Middleton, as well as trendsetting musicians and models.

    6 St. James's St., London, Greater London, SW1A 1EF, England
    020-7930–8874
  • 20. Maggs Bros. Ltd.

    Bloomsbury

    A bibliophile’s heaven, this bookshop was first established in 1853 by the wonderfully Dickensian-sounding Uriah Maggs, who passed the business onto his four sons. Still one of the most important sellers of rare antiquarian books today, Maggs famously negotiated the purchase of a Gutenberg Bible from cash-starved Stalinist Russia, as well as the priceless Codex Sinaiticus (the oldest copy of the New Testament) that now sits on display in the nearby British Library. The staff are expert enough to advise important collectors but are friendly and helpful to all interested visitors. Maggs is also an authority on works on counterculture, subversion, punk, and the occult. There are occasional exhibitions of manuscripts and rare editions, plus a sister shop on Curzon Street in Mayfair.

    48 Bedford Sq., London, Greater London, WC1B 4DR, England
    020-7493–7160

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