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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.
French-Cambodian sisters Val and Vanda Heng-Vong arrived in London in their early twenties and launched this shop to showcase the best of French clothing and designer housewares. Expect to find cult French labels like Isabel Marant and Gigi Clozeau, along with gorgeous housewares. Aimé also has its own in-house label, with the accent on everyday style with a French twist.
The knitwear is cozy, but the style is cool in this contemporary Scottish cashmere emporium for men, women, and kids. There are stylish pullovers, wraps, cardigans, hoodies, and adorable baby ensembles, as well as non-cashmere items such as T-shirts and jersey, silk, velvet, or linen dresses. Other branches are in Marylebone and Covent Garden; plus there's a clearance store farther down King's Road.
A trendsetting boutique since it opened in the 1970s, this shop occupying interconnecting town houses has been reinvigorated after a purchase by luxury e-tailer Farfetch.com. Browns focuses on well-established international luxury designers, such as Vetements, Valentino, Marques'Almeida, and Saint Laurent. The menswear, footwear, and accessories collections are equally well chosen. If you're about to go down the aisle, check out the appointment-only bridal boutique at 12 Hinde Street in Marylebone.
Known for its trademark tartan, this company has cultivated an edgy, high-fashion image in recent years, and following the departure of designer Riccardo Tisci, creative director Daniel Lee is set to put his own stamp on future collections. For those who prefer the traditional Burberry look, the raincoats are still a classic buy, along with handbags and plaid scarves in every color imaginable. If you're up for a trek, there's a huge factory outlet in Hackney on Chatham Place that has clothes and accessories for men, women, and children at half price or less. There are also branches in Chelsea, Knightsbridge, and the Westfield shopping center in addition to this spectacular flagship store.
Tucked away in a residential mews, this uncluttered shop in a former Victorian dairy is the brainchild of Maureen Doherty, once Issey Miyake's assistant who still shares his relaxed but cutting-edge aesthetic. More than half the minimalist, unstructured styles for men and women—in natural luxury fabrics such as silk, cashmere, antique cotton, or even felted Tibetan yak wool —are handmade. Garments may be casually hung on hooks or folded on wooden tables, but the price tags are anything but unassuming. The clientele includes the likes of Donna Karan and former British PM Theresa May. One-of-a-kind ceramics, scarves, blankets, bags, and jewelry are also on display.
If Ralph Lauren isn't preppy enough for you, try Hackett, with additional branches in St. James's, Covent Garden, The City, Battersea, Savile Row, and Canary Wharf. Originally a posh thrift shop recycling cricket flannels, hunting pinks, Oxford brogues, and other staples of a British gentleman's wardrobe, Hackett now creates its own line and has become a genuine—and very good—men's outfitter. The look is traditional, and classic best buys include polo shirts, corduroys, and striped scarves. There's also a boys' line for the junior man-about-town, a made-to-measure service, and an in-house men's grooming facility.
The first London store from Marant, a favorite of French fashion editors, this airy skylit space is full of her signature slim-cut pants, slouchy knits, wedge sneakers, and rock-chick miniskirts, all exuding Left Bank boho cool. There is a separate stand-alone store in South Kensington.
The quality of fabrics and detailing belie the reasonable prices here, where clothes are classic yet trendy and elegant without being dull—and where cuts are kind to the womanly figure. The style is epitomized by the Princess of Wales, who, as Kate Middleton before her marriage, was a buyer for the company. Although there are numerous branches across London, no two stores are the same. Preteens have their own line, Jigsaw Junior.
The dapper menswear by Ozwald Boateng (pronounced bwa-teng) combines contemporary funky style with traditional Savile Row quality. His made-to-measure suits have been worn by the dandyish likes of Jamie Foxx, Mick Jagger, and Laurence Fishburne, who appreciate the sharp cuts, luxurious fabrics, and occasionally vibrant colors (even the more conservative choices have jacket linings in bright silk).
With an in-house design team whose experience includes stints at Gucci and Calvin Klein and customers like Beyoncé and Catherine, Princess of Wales, who wore a Reiss dress for her official engagement picture, this reliable chain brings luxury standards of tailoring and details to mass-market womens- and menswear. The sleek and contemporary style doesn't come cheap, but does offer value for money. There are branches in Knightsbridge, The City, Covent Garden, Chelsea, Hampstead, Islington, Soho, Kensington, and basically all over London.
It's not easy emerging from the shadow of a Beatle father, but Stella McCartney is a major force in fashion in her own right. Her signature jumpsuits and tuxedo pantsuits embody her design philosophy, combining minimalist tailoring with femininity and sophistication with ease of wear. Her love of functionality and clean lines has led to her branching off into lingerie, accessories, swimwear, and sportswear, designing a line for Adidas. A vegetarian like her parents, she refuses to use fur or leather, making her a favorite with similarly minded fashionistas.
Exquisitely situated on a corner of Portland Road, this west London gem was one of the city's first “lifestyle boutiques” and is still one of the best. The shop carries luxury casual fashion from the likes of Forte Forte and Velvet, plus housewares, accessories, and jewelry. The accent here is on feminine, quirky boho chic.
A "lifestyle store" stocking clothing, jewelry, accessories, home decor, books, and art, this is an Aladdin's cave of one-off, beautiful, and occasionally quirky items that were carefully chosen by its welcoming owner, the former head menswear designer of Burberry.
From her beginnings as the most shocking and outré designer around, the late Vivienne Westwood became a standard-bearer for high-style British couture. At the Chelsea boutique where she first sold the lavish corseted ball gowns, dandified nipped-waist jackets, and tartan-meets-punk daywear that formed the core of her signature look, you can still buy ready-to-wear—mainly items from the more casual Anglomania diffusion line and the exclusive Worlds End label, which draws from her archives. The small Davies Street boutique is devoted to couture (plus bridal), while the flagship Conduit Street store carries all of the above. There's also a men's collection at 18 Conduit Street.
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