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City Shopping Guides

Here's Where Our Fashion Editor Shops In London

London is home for Citizen Femme’s Fashion Editor, Gemma Louise Deeks. Here she tells us what makes it one of the world’s best cities for shopping.

GLD: There really is nowhere like home. I love London for many reasons – it’s a leading destination for eating, sightseeing and shopping, drawing savvy shoppers from around the world. It’s home to some of the best global flagship stores as well as iconic British brands such as Burberry and Alexander McQueen. With its heritage Victorian and Regency architecture spanning much of the city’s iconic centre, it’s also a place to shop in style – whether inside or outside the stores.

From perfume to Prada, vintage to boutique, these are my go-to London shopping spots.

Best area or street for shopping…

If you want to avoid the madness of Oxford Street, then King’s Road, Marylebone High Street and Soho are all great for shopping; each with a variety of stores, from high-end to high street. I love browsing Westbourne Grove in Notting Hill too – you’ll find brands such as Reformation, Sezane and Sandro here, and there’s plenty of great places to eat and drink while you shop.

Where can we find the best vintage shops? 

I am a West London girl (sorry, East) and there are so many vintage shops to discover in Notting Hill. The Hirst Collection is filled with vintage jewellery gems from YSL to Chanel, and Portobello Road has some of the best vintage collections in the city. Look out for One of a Kind Archive282 Portobello and Found and Vision.


What are your favourite local brands and boutiques…

I love stopping by Liberty London. It’s such an iconic London store; the Tudor-revived building is charming and filled with legacy. It has everything from high-end fashion and jewellery, to beauty and homeware, across multiple floors. London-based brand Rixo London has just opened its highly-anticipated London flagship store on King’s Road, too, and it’s really quite something special: the 5,000 square foot space has a bridal suite, vintage edit, a rental offering and a cocktail bar.


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Souvenir to take home?

A silk sleep mask from Olivia von Halle, the ultimate little luxury!

The one place only locals know about…

Planet Organic. It’s one of the best health food stores in London and is a godsend for a vegan like me.

The best place to treat yourself is… 

Salon de Parfums in Harrods – for a showcase of the world’s most exclusive and precious luxury scents.

Best store design?

The Nanushka store on Bruton Street sings to my minimalist self. The design was inspired by a mid-century townhouse and it also has a café with great coffee.



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Best overall shopping experience?

It has to be Selfridges. It really does have everything you could wish for and is such a fun experience, from the food hall to the fashion pop-ups. Even though I do still get lost inside.

Best pit stop for lunch or coffee?

Prada’s new cafe in Harrods… purely for the photos! The mint green interior is special, and I’ve heard the pistachio cake with pistachio croccantino is worth the trip alone.



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Image credit: Moeez Ali

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