From small independent boutiques to globally-established designer brands, there’s a wealth of desirable shopping destinations to be found in the west of the city. Here, we round up the best womenswear boutiques that West London has to offer in one curated edit.
The South London MATCHESFASHION branch was the first of its kind, in the founders’ home village of Wimbledon and capturing the essence of the brand behind its pretty white doors. Inside, you’ll find the likes of investment cashmere by The Row, Rosie Assoulin’s conceptual cuts and accessories that you might only dream of: Fendi’s Peekaboo tote and Mui Mui’s oversized sunglasses to name but a few.
MATCHESFASHION, 36 High Street, Wimbledon Village, London, +44 20 8947 9777
Scandinavian clothing label, Cos, is the store to head for if your wardrobe is crying out for something effortlessly cool, easy to wear and ever-so-slightly androgynous. Its minimalist designs come in a muted palette that consists mostly of neutrals but the shop floor is interjected with the odd pop of colour (AW17’s choice seems to be burgundy and camel). Our go-to for oversized outerwear and the perfect pair of tailored trousers, there’s something unique about the wardrobe staples which enable you to strike the balance between everyday and elevated in an enviably ‘did-I-even-try-though?’ way.
Cos, 19 Duke of York St, Chelsea, London, +44 20 3428 2740
London-based premium label, Joseph, epitomises understated cool. Clean-cut, relaxed tailoring, timeless outerwear and luxe knitwear form the backbone of each collection and the neutral colour palette remains relevant season after season. There’s a boutique positioned on iconic West London shopping destination, the King’s Road. The ultimate go-to for elevated essentials, Joseph’s elegant deigns will form the foundations of a beautifully curated capsule wardrobe.
Joseph, 3 King’s Rd, Chelsea, London, +44 20 7730 7562
Launched in 1978, Italian label, Diesel is primarily famed for its contemporary denim but the collections also offer clothing and accessories for both men’s and women’s wardrobes. Expect pieces that master the art of city-cool dressing and work for both day and after-dark. The store in Knightsbridge is West London’s representation of the brand and it’s also present in the womenswear department at Harvey Nichols.
Diesel, 73 Brompton Rd, Knightsbridge, London, +44 20 7589 6311
As much an exhibition of beautiful design as it is a shopping experience, Harrods is loved by tourists and locals alike, not least for its womenswear department, nestled on the first floor amongst opulent furnishings. Much like any other department store, its product offering spans everything from lingerie to evening gowns and price points vary from affordable labels such as Nike up to the most premium of designer labels: Celine, Giambattista Valli and Hermès to name but a few.
Harrods, 87-135 Brompton Rd, Knightsbridge, London, +44 20 7730 1234
Launched in 1951 with a truly Italian approach to quality and craftsmanship, Max Mara’s collections continue to build upon its premium reputation season after season. Cashmere, silk and pure wool creations are applied to timeless silhouettes and the effect is understated sophistication. If you’re in the market for a camel coat, Max Mara is perhaps the only place you need look as it has made this wardrobe staple a brand signature.
Max Mara, 19-21 Old Bond St, Mayfair, London, +44 20 7499 7902
There’s something iconic about Burberry’s position in Knightsbridge, as this heritage brand epitomises London fashion within just about everything that it presents. You can’t miss it as you wander the road outside – it’s adorned with images of latest campaigns and window displays boast its signature Sandringham trench coat in amongst other quintessentially British-looking items (cable-knit jumpers, Chelsea boots and plush wool pea coats). Forever at the cusp of technology, there’s no tills in this store, just iPads, so sales assistants can process everything without having to move anything but a thumb.
Burberry, 2 Brompton Rd, Knightsbridge, London SW1X, +44 20 7980 8426
Initially launched in Dubai and now with a newly-opened flagship store in Sloane Square, Boutique 1 is a luxury multi-brand retailer stocking the likes of Jonathan Simkhai, Gucci and Aquazzura. The store itself is beautifully designed; spacious, bright and easy to shop, and it boasts its own restaurant and café, April’s. Well worth a visit even if your budget doesn’t stretch quite as far as £600 for a handbag, why not order a juice or a glass of wine in the courtyard and enjoy the last of the summer sun?
Boutique 1, 27-128 Sloane St, Chelsea, London, +44 20 7118 0111
One of the most innovative leaders and cutting-edge labels in the luxury global fashion market, there’s not many people who haven’t heard of Italian label, Gucci. The store on Sloane Street stocks menswear as well as womenswear, and it offers an insight into the contemporary design sensibility and eclectic styling direction lead by Creative Director, Alessandro Michele.
Gucci, 18 Sloane Street, London, +44 20 7235 6707
Multi-brand retail boutique, Aimé, is now positioned on Redchurch Street in Shoreditch as well as its initial London spot on Ledbury Road. Based on its owners’ desire to showcase only the best in French clothing design, it stocks a carefully curated edit of styles by the likes of Isabel Marant, Michel Vivien and Soeur. You’ll also come across a range of homeware and lifestyle products to kit out your living space as well as your wardrobe.
Aimé, 32 Ledbury Rd, Notting Hill, London, +44 20 7221 7070
Toast initially started as a loungewear label but it’s now something of a lifestyle brand, not only specialising in effortless downtime separates but also boasting the kinds of homeware you’ll convince yourself your living space is missing. The boutique in Notting Hill is bright and inviting and it’s the kind of place you could get lost in for hours. The largest of its London stores, it’s a true reflection of the brand aesthetic, which is also beautifully represented in the website’s online magazine.
Toast, 191 Westbourne Grove, London, +44 20 7229 8325
Taking an easy-to-wear approach to luxury fashion, James Perse designs wardrobe essentials with a premium twist. The look is laced with a sensibility that reflects the designers’ Californian heritage and can be found on the King’s Road, nestled in its own boutique. Think super-soft jersey T-shirts, oversized knits and stretch-cotton trousers… the kinds of pieces you can mix and match with one another to build a range of outfits that promise to work all weekend long.
James Perse, 178 Walton St, Chelsea, London, +44 20 3617 9437
A price point that’s somewhere between luxury labels and the high street, Maje offers a chic take on Parisian style at a cost that feels indulgent but that won’t break the bank…perfect. The boutique on South Molton Street is decked out with minimalistic fixtures and fittings and it showcases the feminine elegance that its founder, Judith Milgrom, has instilled in the collections since its launch in 1998.
Maje, 59 South Molton St, Mayfair, London, +44 20 7493 5530
Zadig & Voltaire
Zadig & Voltaire brings a typically contemporary French attitude to West London with its accessible, ready to wear collection of leather jackets, slogan tees and relaxed tailoring separates. Expect an effortless, cool aesthetic with a subtle punk-rock edge and a sense of quiet luxury (key fabrics include cashmere, leather and silk).
Zadig & Voltaire, 19 South Molton St, Mayfair, London, +44 20 7629 9018
A one of a kind boutique on London’s famous Portobello Road, Ragyard stocks both its own handmade designs and carefully selected designer vintage finds. Interiors are bright, colourful and a far cry from some of the more Scandinavian-inspired spaces that frequent the streets of the city. The idea here is to celebrate an expression of individuality with an ethical awareness.
Ragyard, 115 Portobello Rd, London, +44 20 3883 9304