Discover: The Best Fashion Concept Stores in London

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As one of the fashion capitals of the world it’s no surprise that London boasts some epic concept stores, read on to discover our favourites…

For those that haven’t come across the term before, a concept store is a shop that sells carefully curated, unique selections of products that connect an overarching theme. Usually spanning from a selection of designers, the products can range from fashion, to beauty and homeware. Many will offer cafes and a relaxing environment with the aim of building a community and an experience, with the aim of embodying the lifestyle of their customer. Whether you’re seeking something new to discover, a fashion lover looking for a new experience or just hoping to be inspired, read on to find out which of London’s concept stores are our favourite…

Wolf & Badger

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Coals Drop Yard, Stable St, London, N1C 4DQ

Described by bloggers as ‘the store fashion girls really would prefer to keep a secret’, Wolf & Badger may sound reminiscent of cute woodland creatures but the founding brothers, Henry and George Z Graham, have excellent noses for trends. Working only with independent brands, the store offers an eclectic and highly curated line-up of products, from niche designer handbags to trinkety jewellery collections, stationary, menswear and homeware with prices ranging from highly exclusive to actually very affordable so it is a perfect place to find unusual gifts or souvenirs you won’t get anywhere else.


Image © Instagram via @goodhood

151 Curtain Road, EC2A 3QE

This 3,000ft split level Shoreditch concept store, founded in 2007 by former denim designers Kyle Stewart and Jo Sindle, houses an impressive selection of designer brands with a relaxed, outdoorsy Scandinavian feel. They boast a big focus on skate and streetwear both established and upcoming. The lower ground floor is dedicated to homeware, beauty and grooming from the likes of Aesop and Malin & Goetz. There is a small selection of books and records and a cafe serving restorative flat whites to fatigued shoppers. Goodhood also showcases their own label Goods by Goodhood, offering jewellery, T-shirts, mugs and canvas bags and collaborations with other exciting brands.

LN-CC (Late Night Chameleon Cafe)

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18-24 Shackwell Lane, E8 2EZ

Proudly calling itself a ‘destination rather than a store, the Late Night Chameleon Cafe is really something to see, taking the promise of a shopping experience to a whole new level. Created by set designer Gary Card, entering this basement in Dalston feels more like stepping onto a very stylish spaceship. The centerpiece is a bright neon lit whale skeletal tunnel with separate rooms branching off. The mainline room showcases big names in fashion, Gucci, JW Anderson and Saint Laurent, with a pathway sneaking through the carefully curated rails curtailed by pebbles shimmering like mysterious black kryptonite. There is a streetwear room with lots of deconstructed Rick Owens, Raf Simons, Maison Martin Margiela, and designer of the moment, Vetement. The carpet room has a lot of Acne Studios, fragrances by Le Labo, Unum and Comme de Garcon leading towards a shoe space. There is an eclectic sunglasses collection a selected rare books and records room and a pathway framed by ashen trees leads towards the Conscious room, dedicated to ethically sourced or dyed brands. A bar and events room in the back lends itself to probably the most stylish spaceship parties imaginable. Out of this world!


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400 Oxford Street, London, W1A 1AB

Strictly speaking, Selfridges is of course a department store. But with the way this iconic Oxford Street staple is set up, you might call it the mother of all concept stores. Mister Selfridge famously wanted his store to feel like a theatre, with every department setting a different scene and products displayed as set pieces. Selfridges regularly hosts events and follows themes all through the store. Selfridges is a fashion Mecca boasting the largest accessories hall in the world, a shoe gallery reaching as wide as the eye goes, an entire floor dedicated to menswear, a hair salon, personal shopping, a gigantic food hall and a roof terrace. But apart from stocking every designer you could possibly think of, Selfridges is a store with a personality where parting with money is inevitably an experience.

Dover Street Market

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18-22 Haymarket, SW1Y 4DG

Speaking of department stores, Dover Street Market is a massive multi-level retail space of luxury developed by Comme de Garcon designer Rei Kawakubo. A strong focus is therefore on Comme de Garcon collections and fragrances as well as other Japanese designers such as Junya Watanabe. With artists and designers creating new visuals for the store every season, the whole place changes its look completely twice a year so you can always discover something new. With only the tiniest corner on the top floor devoted to homewear and the Rose Bakery cafe, the rest of the 5 floors are entirely devoted to fashion, stocking all the big international designer brands from Alaia, to Prada to Gucci to Valentino. Other than the store there are also eccentric shoppers to gain inspiration from as well.