Hg2 : The Hedonist

A Hedonist’s guide to…

London

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In true East end alternative fashion, this small jewellery boutique in Brick Lane stocks some of the most unique up-and-coming designers around.
Aida
The young and fun ones flock to Aida to hang out (and be seen hanging out).
Alexander McQueen
Bringing drama and extravagance to every catwalk show he ever did, Alexander McQueen was a British fashion icon - his London flagship store is worth a visit
Beyond Retro
Brown’s
In spite of its small beginnings, Brown's is now the fashion go-to for the city's elite, stocking well-known designers from all over, and unleashing new creative talent on London.
Bruton Street
If it's not hip, it won't be here; Bruton Street is for high-fliers and ladies-what-lunch-and-splurge-on-their-husbands'-credit-cards.
Burberry
Fronted by caterpillar-eye-browed Cara Delevigne, Burberry had been leading the Brit fashion pack for some years now. Regent St is their hometown flagship.
Cabbages & Frocks Market
A global conglomeration of flavours amongst vehemently British antiques and homeware stalls, making for an exciting spree.
Choccywoccydoodah
Become a part of the mad hatters tea party in this Alice-in-Wonderland-esq spot. Chocolate has never been so tempting....
Comfort Station
Quirky with a vintage feel - anything those cool East London kids could wish for.
Danaqa
Fashionable AND ethical. What more could you ask for?
Daylesford Farmshop & Cafe
Certainly one shopping trip to avoid when hungry as this high-end food shop sells such fresh delight-filled produce, even those liquid dieters will find it hard to resist.
Dover Street Market
Dray Walk (off Brick Lane)
Underground music, cool clothes and strong coffee; what else do you need from one of East London's hippest shopping streets?
Drink, Shop & Do
Drink, Shop & Do offers a unique day, or night, out by rolling a cafe, bar, shop, club, and events into one vintage designed venue.
East London
If you've picked up the vintage bug, or have a streak of individuality about you, then let yourself run wild around the shops in East London and you shall not be disappointed.
Katrina Phillips
Katrina Phillips helps you source the most ideal ornaments and furniture for your unique living environment, and displays a huge selection of such beautiful paraphernalia in her Notting Hill store.
Kokon To Zai
LN-CC
An online store with a Dalston (by appointment only) showroom, the Late Night Chameleon Club might just be the future of retail.
Lomography Gallery Store
The future's analogue at the oh-so-cool Lomography UK, who run training workshops and London walkabouts for you to test-drive their film cameras.
Luna & Curious
A must-visit destination for those who seek beautiful and original mementos. The antidote to tat.
Magma
Tiny and nondescript, yet packed to the rafters with rare and original publications.
Matches
Kitted out with envy-worthy furniture, it's not just the designer clothes at Matches that are aesthetically pleasing.
Matthew Williamson
Inspired by the exotic and international, Matthew Williamson's designs have global appeal, with their bold colours, lavish patterning and luxe materials.
Monmouth Street
With independent fashion boutiques jostling for space alongside artsy vintage gems, Monmouth Street is the perfect place for fashionistas to pound the pavement.
Mount Street
Label lovers and designer fiends welcome home; Mount Street will have you parting with your hard-earned cash before you've walked from one end to the other.
Nicholas Kirkwood
Just the place if you're searching for some seriously stylish women's footwear...
Old Spitalfields Market
Just five minutes from Liverpool Street tube, Old Spitalfields Market is a breath of artsy air in the suited and booted white-collar district.
Ormonde Jayne
A highly decadent shopping experience is to be had at Ormonde Jayne, with all the fragrances created personally by founder, Linda Pilkington.
Peekaboo
Always bang on trend, and currently Topshop's largest Vintage stock provider, Peekaboo Vintage is one of the best vintage shops in London, hands down.
Redchurch Street
Redchurch Street sums up the East End's couldn't-care-less vibe perfectly with too-cool-for-school boutiques selling everything from vintage to second-hand.
Rough Trade East
With its warehouse-style building with exposed metal and graffiti covered in gig posters, London music shop Rough Trade is an obvious hang-out for trendy East End musicians.
Stella McCartney
Ted Baker
Tucked away behind the famous piazza, Ted Baker's Covent Garden store is colourful, slightly quirky and not too expensive.
The Gathering Goddess
An beautifully selected clothes, an uncompromising attitude to authenticity and an in-house tailor makes The Gathering Goddess one of the most wonderfully unique vintage stores in London.
The Great Frog
The macabre but oh-so-popular skulls and bones of The Great Frog are selling well on both sides of the Atlantic.
Topshop
Trunk
Having shed its last incarnation - a shop called Elephant Feet, selling shoes for those with extremely large feet (we kid not) - 8 Chiltern Street in Marylebone has now become trendy Trunk Clothiers.
Vivienne Westwood
Dame Vivian Westwood has always been on the cusp of subversive. With her rebellious, punk inspired pieces, Westwood’s designs just ooze cool.
We Admire
Describing itself as ‘painfully independent’, We Admire sells unique print T-shirts, on anything iconic.

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