Azzam Jamil splits his time between Copenhagen, the Alps and Lake Como—but London is still home. Known for his refined eye and candid, cinematic take on travel and lifestyle, the content creator cut his teeth writing for luxury magazines before building a loyal Instagram following of over 160,000 followers with his eye for classic menswear, motors, and beautifully lived-in places.

Though he now lives abroad, Chelsea remains his London touchpoint. Sundays on Sloane Street—shopping, eating well, walking it off—are a ritual he returns to time and again. Here, Azzam shares his itinerary for the perfect day in the neighbourhood, from the best seat at brunch to the ideal Milanese di Vitello, with a few style and interiors pit stops in between.

Growing up in and around London, I’m no stranger to sharing insider tips on where to eat, sleep and shop with friends and followers from around the globe. For some, the bustle of London can be overwhelming, and for others, knowing what to do and where to go presents a complex matrix of indecision. But as I say to everyone, if you know what you like and where to find it, London is a jewel. That’s where I come in.

Whilst I now split my time between Copenhagen and visiting London whenever I can, I still proudly consider London my home. I will often spend my weekends brunching, shopping, and strolling around Chelsea, particularly on Sloane Street.

I could sit here and wax lyrical about Chelsea, the “vibes”, and King’s Road all day, but what use is that? I’d prefer to walk with you through a day on Sloane Street, showing you where to eat, shop and spend the night, all in a little more detail.

Let’s begin our day in the morning, specifically with breakfast. While I like to think I occasionally break away from the typical British customs, I must confess that nothing quite compares to a hearty breakfast of eggs, salmon, and whatever else you fancy piling onto your plate (and into your stomach).

However, when I’m in Chelsea, I prefer something a bit lighter than a full English, especially considering that lunch options are abundant, and I wouldn’t want to get up too early on the weekend. My go-to is the poached eggs on sourdough at Anya Café on the corner of Pont Street—paired with a cappuccino and a fresh orange juice, it’s the perfect start to the day. If I’m in the mood for something different, their porridge is excellent too, followed by one of Anya’s stunning and creative pastries!

After breakfast, I like to indulge in some pre-lunch shopping. I always visit a few favorites, such as Kiton, Brunello Cucinelli, and L’Objet. Cashmere is an essential of mine, be it for comfortable travel wear or for colder days around the city. Kiton and Brunello have some of the finest offerings on the street, and their accessories are always a good addition to refine any outfit.  

As an interior design enthusiast, I can’t resist the temptation to pick up new homeware pieces, and L’Objet is among the best. It offers an array of essentials from kitchenware to fragrances, all with a creative and luxurious twist. As a self-proclaimed coffee enthusiast, I’m often eyeing the countless options of espresso cups, adorned with hand-painted 24k gold or platinum – an elevated start to any morning ritual. I could easily spend hours browsing the beautiful new store on Sloane Street!

A large part of Sloane Street’s charm lies in its exquisite array of nearby dining options, which cater to every palate. For those craving a taste of France, a visit to Colbert on Sloane Square promises to delight, while aficionados of Japanese cuisine will find CLAP to be a culinary gem. When the sun shines, nothing beats the experience of dining alfresco; securing a coveted spot on the pavement outside Colbert or along the vibrant (and pedestrianised) Pavilion Road is a must.

If you share my passion for people-watching, this location is undeniably a treasure trove of style and elegance – you’ll encounter a fascinating blend of British tailoring with its polished lines and high riding boots, mingling with the chic European locals adorned in eye-catching ensembles from Gucci and Bottega Veneta. 

As the captivating sport of people-watching gradually comes to a close, I often wander to one of my favorite cultural institutions in the vicinity. This usually entails a visit to the latest exhibition at Duke of York Square’s Saatchi Gallery or strolling slightly further afield to the unrivalled Natural History Museum. 

I have been visiting since I was old enough to open my eyes, and believe the Museum is arguably the finest architectural marvel in the city, holding some of the world’s most historically and biologically important specimens of flora and fauna within. I highly recommend stepping into its grand hall and looking upwards; you’ll be greeted with an incredible surprise…

When it comes to dinner, there’s something deeply ingrained within me that seems to echo the vibrant culture of Italy, perhaps due to the countless hours spent wandering its sun-drenched streets and savoring its cuisine. Nestled just off Sloane Street, on Harriet Street, I wholeheartedly recommend Cantinetta Antinori. 

This is a little slice of Tuscany in Chelsea, serving up exceptional Italian fare with loving attention to detail. Wherever my travels take me, it’s nearly impossible to resist the allure of a traditional Milanese di vitello, an on-the-bone veal chop. The version served here stands tall among the finest offerings in London, beautifully tender and expertly flavored. 

To conclude your meal on a high note, I suggest indulging in a pistachio tiramisu. Following such a lineup, I can assure you that a restful night’s sleep will come effortlessly.

Before you call it a night, I recommend stopping for a nightcap at a nearby bar. Sir Frank’s Bar within Beaverbrook Townhouse or the discreetly intimate basement bar at …At Sloane are both excellent choices. Personally, my go-to drink in the late evening tends to be tea or an espresso, especially when paired with a good cigar after enjoying a heavy Italian dinner.

If you’re planning to stay the night in Chelsea, there are a couple of standout options I’d recommend. Beaverbrook Townhouse has a certain charm to it—romantic, low-lit, and ever so slightly eccentric—while The Cadogan, a Belmond Hotel, offers that classic grand hotel feel, all polished service and plush interiors. Both make for a memorable overnight stay should your day in Chelsea turn into something longer (as it often does).

When you next visit London, consider staying on Sloane Street and take my advice. I guarantee you’ll be back before you know it!