Today marks the start of London’s biggest fashion event: London Fashion Week 2013 is once again upon us. It’s the crowning occasion in a city where style is regularly at the forefront, where East London hipsters mingle with designer-label queens on a daily basis, and where almost everyone is a trendsetter.

This year, however, the usual glitz and glamour feel slightly closer to home. With designers unveiling SS’14 collections on Snapchat and models strutting their stuff on interactive screens at tube stations, London’s fashion scene is becoming ever more inclusive. It also doesn’t hurt that a new generation of stylish, one-of-a-kind boutiques are bringing top British brands to Londoners of all stripes.

It isn’t only the big names, like Tom Ford and Alexander McQueen, who are included among the capital’s new batch of must-hit shops. From the cult store Opening Ceremony to the sleek Mayfair boutique Wolf and Badger, and you’d be hard pushed not to find that perfect something on the racks.

Wolf and Badger

Wolf and Badger | London Fashion Week 2013 | British Brands

The stylish showroom at Wolf and Badger © Wolf and Badger

In the heart of Mayfair, the new super-slick Wolf & Badger store stocks the freshest names in fashion and interior design, and is completely committed to showcasing the best of British brands. Here you’ll find a smattering of Fashion Week NEWGEN favourites like Bora Aksu and J JS Lee, as well as the odd pop-up show. Expect everything from eccentric jewellery pieces to tailored menswear, and the very best in cutting-edge London trends.

Wolf and Badger, 32 Dover Street, London W1S 4NE, United Kingdom
+44 0203 627 3191,

Lime Green Bow

Lime Green Bow | London Fashion Week 2013 | British Brands

Owner Clemmie Myers at hip vintage boutique Lime Green Bow © Lime Green Bow

Those looking to impress during Fashion Week needn’t only wear the season’s latest pieces. Lime Green Bow is packed with playful retro clothes from the 1960s-1990s, and does lengthy vintage styling sessions by appointment only. All pieces are collected by vintage expert and shop-owner Clemmie Myers, who mixes and matches beloved brands such as Vivienne Westwood with statement pieces by lesser-known designers. With her help, you’ll stand out from the crowd.

Lime Green Bow, Studio 15, 18 All Saints Road, London W11 1HH, United Kingdom
+44 0779 8602 782,

Thomas Farthing

Hg2 Magazine_London New Boutiques_BowTie_Credit Shutterstock User boytsov

Thomas Farthing specialises in vintage-inspired menswear © boytsov, 2013. Used under licence from

This new kid on the block brings a timeless British-feel to the Central London shopping scene – think tidy young chaps twirling top hats, theatrically clad in braces and bowties. Thomas Farthing‘s emphasis is on classy, brand-new evening attire, designed with a vintage nod towards the 1920s and 1930s. Suits are also available for hire.

Thomas Farthing, 40 Museum Street, London WC1A 1LU, United Kingdom
+44 0207 831 1600,

Opening Ceremony

London Fashion Week 2013 | British Brands | Opening Ceremony

Exuberant manequins at Opening Ceremony © Opening Ceremony

Launched to tremendous acclaim late last year, London’s Opening Ceremony store became the first European base for this trendsetting American brand. OC has earned itself legions of fans for its unique style and pitch-perfect in-house labels. Creative collaborations with the likes of Topshop and Chloe Sevigny have also proved an enormous success.

Opening Ceremony, 35 King Street, Covent Garden, London WC2E 8JG, United Kingdom
+44 0207 836 4978,

Words by Isabella Noble

Feature image © Catwalker, 2013. Used under licence from

View more information in our London city guide

Download the Hg2 London Android app from Amazon:




Download the Hg2 London Android app from Google Play:


Download the Hg2 London iPhone/iPad app: