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Sloane Square: Shopping Haven

Fashion and food as art, class and quality

Written by . Published on October 10th 2011.

Sloane Square: Shopping Haven

ONLY a minute’s walk from Sloane Square tube (District and Circle lines), and located within the boundaries of Knightsbridge, Belgravia and Chelsea, Sloane Square is one of London’s most valuable hidden gems. 

What better place to give posing a whirl than Sloane Square? It is the people in London that make up the true London backdrop, and I don’t know about you, but I’d rather find myself amongst the class and tranquillity of Sloane Square, than be a part of the heaving mass that is, say, Bond Street.

Boutique shopping on Kings Road1Boutique shopping on Kings Road

Where King’s Road meets Sloane Street, and wealth collides with cool, Sloane Square has formed its very own melting pot, an intriguing and aesthetically pleasing infusion to say the least. The Saatchi Gallery is just round the corner and demonstrates the collaboration magnificently. Fashion in Sloane Square has no age range and class is a fashion statement, not just a way of life. The result being that the Square homes a whole host of mid to high end designer fashion stores, an array of the most popular high street stores and a smattering of gold dust boutiques. Peter Jones dominates the Square, bearing the slogan: ‘Never knowingly undersold on quality, on price, on service,’ and establishing the minimum standard of the entire area. The Square is not without Zara, Monsoon and Warehouse, which pretty much guarantee a bargain. For something a little different, there is Ad Hoc, a colourful, eclectic boutique on King’s Road. Or Muse, with an incredible selection of hand-painted Michal Negrin items. The shop assistant couldn’t help but boast its artistic credentials.

Chloe BoutiqueChloe Boutique

Why not start by taking a stroll down Sloane Street? You’ll find Chloé, Ventilo and Zadig Voltaire, to name a few. Chloé’s personal shopper, Gesus Safweh, informs me that the French fashion house holds the glamorous event, ‘breakfast at the Chloé’, every two weeks. The idea is to model new items that have come directly from Paris whilst enjoying a glass of champagne. The store takes pride in welcoming back faithful customers, attracting some of Chelsea’s wealthiest. The Autumn/Winter collection sees a shift from Hannah MacGibbon’s range to Clare Waight Keller’s. And the result, you might be pleased to know, is the glorious return of wide-legged flares in stunning autumnal shades. I couldn’t help but imagine them with some of Lara Bohinc’s Tatjana High Stilettos in leopard print. Dangerous thoughts indeed.

Lara Bohinc ShoeLara Bohinc Shoe

Other major fashion houses around the Square include Karen Millen, Jigsaw, Valentino, Hermès, Paul and Joe, Prada, and Dior. Set the tone of your shopping experience by visiting some of the classiest, trend setting stores in London. Or, like I did, have a wander down King’s Road and visit The Trafalgar for a cheeky G&T. If I’m completely honest, my initial reaction was, in a word, posey. However, it occurred to me within five minutes of lounging back under a vibrant chandelier, on a floral cushioned sofa, that posing is what central London is good at. And, for the record, posing is a highly enjoyable pastime. Why come to London if you don’t want to sit back and have a drink without it being a statement about your identity? Everything about the city screams ‘Identity!’ whether you’re in Bromley, Brixton, or Chelsea. Posing is just a way of displaying what you’re all about, which is why it goes hand in hand with fashion. What better place to give posing a whirl than Sloane Square? It is the people in London that make up the true London backdrop, and I don’t know about you, but I’d rather find myself amongst the class and tranquillity of Sloane Square, than be a part of the heaving mass that is, say, Bond Street.


The majority of cafés and restaurants surrounding Sloane Square, and down into Duke of York Square, are continental. What’s more, they are situated so that customers can enjoy a cappuccino and a pain au chocolat whist taking in the window displays of LK Bennett, Ted Baker, Allsaints, and Banana Republic. Also, Café Fratelli, Patisserie Valerie and Manicomio Deli Café are all a stone’s throw from the Saatchi Gallery. What struck me the most was the amount of customers sitting outside, not because of the weather, but simply because they want to be seen.

If your identity isn’t remotely ‘rich and famous’ or even ‘cool and confident’, there is absolutely no reason not to pretend to be every now and again. The best part about shopping and socialising in Sloane Square is  you can do just that. After all, a bloody good environment can make you feel, well, bloody good. Which is probably why Made in Chelsea became so popular overnight; beautiful people in a beautiful place. It’s a TV show that actually advertises all the ‘coolest’ places to go. What I’m getting at here is that your environment can have a real effect on your attitude and sense of self-worth. What better place to come and indulge in a little class, improve your outlook and mood, as well as simply your look, than Sloane Square? And there is no danger of feeling out of place when anyone and everyone should deserve a treat from time to time, if not all the time. Even if it’s just to let your imagination run riot.

Chloé Boutique
152 – 153 Sloane Street

Lara Bohinc
149F Sloane Street
020 7730 8194

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