Matches’ charm lies in the fact that each store is designed and curated differently. The Notting Hill boutiques – split across two stores, one for high-end designers and the other for mid-range brands – features fashion favourites Saint Laurent and Isabel Marant, alongside edgier labels such as Sophie Hulme and Boy by Band of Outsiders, for a modern take on femininity.
Matches, 60-64 Ledbury Road, London W11 2AJ, +44 (0)20 7221 0255; 85 Ledbury Road, London W11 2AG, +44 (0)20 7221 2334
Actress and ‘Notting Hillbilly’ Sienna Miller – together with her sister Savannah – launched the Twenty8Twelve label and flagship store here in 2007. They have since left, but the brand continues to provide fashion lovers with demure feminine dresses, flippy skirts and slouchy silk blouses, all with a cool, bohemian twist.
Twenty8Twelve, 172 Westbourne Grove, London W11 2RW, +44 (0)20 7221 9287
It doesn’t get much cooler than the interior of the Joseph store in Westbourne Grove: think sleek steel and concrete providing the backdrop to Joseph’s own designs, alongside the likes of Alexander Wang and ALC. Fashion editors swear by the brand’s signature leather trousers, silk blouses and fine knits for ladylike chic with a twist.
Joseph, 230-236 Westbourne Grove, London W11 2RH, +44 (0)20 7243 9920
The Cross combines fashion and lifestyle to eclectic effect. Browse handpicked brands from Vanessa Bruno Athé to Rebecca Taylor, whose floral dresses are a lesson in effortless feminine style. If you need help, the renowned ‘Cross girls’ are known for their excellent styling advice.
The Cross, 141 Portland Road, London W11 4LR, +44 (0)20 7727 6760
Wolf & Badger
Wolf & Badger prides itself on nurturing new talent, so make this your destination for something different from an independent brand. Shop Sia Dimitriadi’s glamorous ruffled dresses or Linen Lawn’s gorgeously girly linen prints in Notting Hill’s quirkiest boutique, complete with top-hat lampshades!
Wolf & Badger, 46 Ledbury Road, London W11 2AB, +44 (0)20 7229 5698