Fashion shopping in London is a dizzying and confusing search – often ending in disappointment. Not when you visit Belgravia. Here, you’ll find some of the most fabulous fashion brands in London. Whether you’re searching for something new or you’re in need of some inspiration, check out some of the finest independent fashion stores in London that scream independent thinking.
The stores suit the neighbourhood perfectly and once you visit, it will be a difficult habit to break. With an incredible mix of options that take you from work to play, the designers have created statement pieces that fit in with your lifestyle as well as your way of thinking.
Take ME + EM. Here, the team isn’t afraid of a challenge, with their philosophy springing from the belief that the modern woman shouldn’t have to choose between quality and cost. They call that ‘intelligent style’ with each piece passing the three F test. If it isn’t flattering functional and doesn’t have ‘wear forever appeal’ then it doesn’t make the grade.
Then there’s O Pioneers, on Ebury Street, courtesy of Clara Francis, an actor and jewellery designer and Tania Hindmarch, PR and home seamstress. This British clothing label picks up its inspiration from vintage items, charity shop gems and girlie frocks and they specialise in simple feminine and flattering handcrafted designs, using end of stock heritage fabrics, which means that most of their pieces are limited editions. They may sound delicate but these pieces are practical and designed for everyday wear.
The intriguingly named Egg opened its doors on Kinnerton Street in 1994 in a converted dairy. Selling timeless pieces, clothes and objects and drawing on traditional skills from around the world, the brand revels in the pure enjoyment of shape, colour, material and the joy of creating fashion solutions from a number of sources: even a photograph or a poem can be the beginning of a fashion adventure. Featuring clothes and lifestyle essentials, the experience is one of exploration and tactile connection.
Anna Mason, on Grosvenor Crescent Mews, is passionate about wearable and timeless pieces that combine the classic and contemporary with a romantic nod to the past. Relevant to women’s lifestyles today, her day-to-day dressing solutions are for the modern woman who needs an answer for a variety of fashion situations.
My Wardrobe HQ
In keeping with the ‘less is more message’, My Wardrobe HQ, on Elizabeth Street, offers you a great opportunity to play with fashion and wear premium pieces as well as change your mind as often as you like – one day an out-there diva, the next, an understated charmer. Whether you’re looking for occasion or everyday wear, bags or accessories you can rent pieces from over 500 designers to suit your mood. There are also a number of items that are listed for sale at a fraction of the price and are perfect if you’re looking for that classic piece that you didn’t manage to nab from a previous season.