London probably boasts a larger number and a bigger variety of fashion stores than any other European city. The multicultural, multiracial nature of the city is reflected in the multitude of styles and trends in clothing on sale there.

London’s fame as the city at the forefront of the creation of new trends is reflected not just in the clothing in its stores but also in the decoration and design of the stores themselves. The most modern stores exist side by side and with classical establishments that have managed to adapt to changing times and continue to offer up to date clothing without losing their own character or style.

There are several distinct shopping areas, which are in continuous expansion throughout the city. As London continues to grow the appearance of new districts leads also to the opening up of new shopping areas where you can find cutting edge fashion stores.

MAYFAIR. The rectangle formed by Oxford St., Regent St., Jermyn St. and Bond St. brings together a large number of luxury fashion stores in a very small area, all of them based in buildings with fine architecture. Polo Ralph Lauren, Alexander McQueen and Salvatore Ferragamo in Bond St., among others, are in buildings which are worth visiting for their external appearance alone. The same goes for, Miu Miu, Donna Karan and Mulberry.

Parallel to this area is Savile Row, where traditional tailors are concentrated alongside more modern stores such as Richard James and the cutting edge multi-brand b store. Running perpendicular to both these streets, Conduit St. is also home to such important designers as Yohji Yamamoto, Krizia, Moschino and Vivienne Westwood in just a few square metres.