If you know a thing or two about fashion, then you also know that the Mayfair district in London is synonymous with boutique fashion. Both international fashion labels, and local producers and artisans. Walking through the Mayfair, you’ll get the impression of rich history and heritage, as well as contemporary ideas that make this place a true high-end fashion destination.
To be fair, despite the tradition and undeniable heritage, the place hasn’t been immune to digitalization. You could, for example, walk down Bond Street, past the displays of Cartier and Chanel, yet even these titans now battle the convenience of “Buy Now” buttons and same-day deliveries. The fashion-forward crowd often complements their purchases with accessories like jewellery or Persol glasses online for instance, rather than choosing to buy them “offline”. Anyway, without further digression, let’s go through the Mayfair’s must-visit boutiques.
Starting With the Savile Row
First on this journey through Mayfair’s high-end fashion is Savile Row. It is the proverbial “holy ground of tailoring”. Among the titans of tailoring, you’ll stumble upon Gieves & Hawkes, a house as British as the stiff upper lip. One can almost picture a Victorian gentleman standing outside, appalled by the idea of a casual Friday. But here, in the middle of rich history, you will find an unexpected playfulness. Contemporary cuts go so well alongside their historical counterparts. After all, what is Mayfair without a touch of contradiction? You might be fitted for a suit here, only to discover the tailor doesn’t quite believe in time, delivering it fashionably late.
Find Yourself in the Dover Street Market
For every suit, there’s a dress. Or a dozen. Which brings us to Dover Street Market. While Savile Row whispers, Dover Street practically screams. In fact, it might not be a boutique at all but more of a high-concept gallery masquerading as a store. The place will make you think, or even argue with yourself about the state of fashion today. There’s a deliberate chaos to its layout, like a carefully curated madness, with installations that sometimes seem to challenge the very notion of clothing. One moment, you’re holding a Comme des Garçons jacket, the next you’re debating the merits of wearable art with your reflection.
Mount Street for the Patient
Next, there’s Mount Street. Now, if Savile Row is a place of history, and Dover Street is the rebel, Mount Street is the compromise, the peacemaker, if you will. The boutiques here are impeccably curated, but never too loud. Stores like Balenciaga and Céline are something more mainstream compared to the previously mentioned duo. Though let’s not kid ourselves, the price tags are as lofty as the ideals. There’s something seductively aloof about Mount Street boutiques. You could spend an afternoon walking its length and still miss a store. Blink, and you’ve missed Simone Rocha, hiding from those who don’t deserve her avant-garde pieces. The boutiques here will reward those who are patient because here, you can find second-to-none quality. Ever heard of Oscar de la Renta? Yes, find him on the Mount Street.
Visit the World’s First Modern Shopping Mall
Shopping malls are something we’re very familiar with, but when London’s Burlington Arcade was opened back in 1819, it was the very first of its kind in the whole world. Today, Burlington Arcade offers a toned-down high-end fashion experience. But a significant one, nonetheless. Ask the legendary Beadle Guard, and they’ll most likely tell you to visit the Roja Parfums first, a legendary British perfumer who creates high-end perfumes using rare ingredients. While at the Burlington Arcade, visiting Globe-Trotter is a must, even if you’re not after luxurious handcrafted leather travel accessories. Code8 also comes to mind if you’re after luxury cosmetics. But, the Burlington Arcade is perhaps best known for being home to many luxury jewellery boutiques. Legendary names like Hancocks, Michael Rose and Bentley & Skinner can all be found here.
And as we wrap up this journey through Mayfair, it seems odd that we have only just scratched the surface of what it holds. There are countless other boutiques, both known and less known. The Row, for example, or Alexander McQueen, where the rebellious spirit of its founder still lingers around. Perhaps this is Mayfair’s greatest charm. No matter how many times you visit, there’s always something new to uncover. Or rather, something old to rediscover. That’s why we love Mayfair.
