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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.
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.
Relocated from its original fabulous cave on King's Road, this treasure trove of artists' materials, papers, art books, easels, and mannequins began life in 1927 as part of the Chenil Gallery, run by a distinguished group that included the artist Augustus John and the playwright George Bernard Shaw. Subsequent customers have included luminaries like David Hockney, Damien Hirst, Francis Bacon, and Lucian Freud. The shop also has a framing service, antique paint boxes, and craft supplies as well as a gallery space that regularly hosts events and exhibitions.
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 £40 for a folding umbrella to £495 for a Japanese whangee crook handle with a sterling silver lap band to thousands for bespoke items. If the umbrella prices are too steep, smaller accessories like ox horn shoehorns or pocket combs make perfect gifts.
Providing practical supplies for country pursuits since 1750, Swaine carries beautifully crafted umbrellas, walking sticks, and hip flasks, or ingenious combinations, such as the umbrella with a slim tipple-holding flask secreted inside the stem. The same level of quality and craftsmanship applies to the store's leather goods, which include attaché cases (you can buy the "Q Branch" model that James Bond carried in From Russia with Love) and wallets. You'll find scarves, caps, and the Herbert Johnson "Poet Hat," the iconic headgear (stocked since 1890) worn by Harrison Ford in every Indiana Jones film. The flagship store is on New Bond Street.
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 printmaker and 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.
If you don't want to leave London without buying something for your pet, Mungo & Maud has something for your furry friend. Pick up a well-designed coat, leash, harness, bowl, toy, or comfortable bed that will make your dog the snazziest pooch in town (some collars are hand-stitched), or select from collars, beds, blankets, and toys for your cat. Owners themselves will enjoy browsing the luxurious blankets and quilts (soon to be covered in pet hair), pet-theme jewelry, and leather "poop bag" pouches.
This small shop is full of well-made yet fun footwear, ranging from wedding shoes and school shoes to sneakers in baby size 16 and kids' size 45. Your budding influencer will love the boots, Mary Janes, and ballerina pumps in leopard print or metallics. The store also sells socks and tights, plus a small range of hats, gloves, and hair accessories. There's another branch on King's Road near Parsons Green.
When it comes to encyclopedic coverage, there is simply no better map and travel shop on the planet. Trading in Covent Garden since 1853, Stanfords is packed with a comprehensive selection of travel books and travel accessories, as well as ordnance surveys, cycle route maps, travel adaptors, globes, replicas of antique maps, mosquito nets, and more. Even the floor is decorated with giant maps. Whether you're planning a day trip to Dorset or a serious adventure to the Kalahari Desert, this should be your first stop.
If you're looking for an alternative to the cheesy and the mass-produced, this eclectic shop packs loads of distinctive, stylish, affordable gifts into a small space. The assortment includes handsome gloves and fake-fur accessories, handmade silver jewelry, tweed travel blankets, cashmere shawls, leather handbags, comfy yet attractive cotton robes and pajamas, natural-fiber baby and children's clothes and accessories, retro toys, sophisticated stationery, specialty creams and lotions, and flasks and leather goods for him. Best of all, prices are reasonable.
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