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Sloane Street in The Times LUXX Autumn Shopping Report

How Sloane Street is exemplifying the many ways luxury brands are reviving the shopping experience in 2021

11 October 2021

Orange cloqué Galen midi dress, £1,815, Emilia Wickstead; lime satin shoes, £229, Pretty Ballerinas; Annabel 18 vanity case, £1,550, Tanner Krolle; Rose Magnolia earrings, £1,890 and Daisy diamond bracelet, £2,190, both Anabela Chan

The revitalisation of Sloane Street and the exciting shopping initiatives from its luxury boutiques were celebrated in the recent edition of The Times LUXX Autumn Shopping Report, published with The Times newspaper on Saturday 2 October.

The feature, written by Peter Howarth, describes how Sloane Street exemplifies the many ways in which luxury brands are reinventing the shopping experience in 2021, giving customers a plethora of reasons to get out and shop, rather than browse and purchase online.

“The boutiques on Sloane Street are not only engaging for customers to visit, but places where they can feel at home”

Howarth explores how there is a recognition among the designers on Sloane Street that if bricks-and-mortar retail is to survive, it has to be compelling. And from Gucci’s theatrical shop interior and Anya Hindmarch’s multi-purpose Village, to Brunello Cucinelli’s polite and amiable staff, the boutiques on Sloane Street are not only engaging for customers to visit, but places where they can feel at home and at ease.

While the Street has been radically transformed since it was occupied by milliners, drapers, hosiers and tailors in the late 18th century, it still counts more than half its customers as locals. Howarth comments on how this local spirit is echoed by the presence of boutique British labels such as Anabela Chan, Cassandra Goad and Emilia Wickstead alongside international behemoths such as Dior, Prada and Louis Vuitton.

The article also explains how the Street has been rejuvenated by a wealth of new shop openings, including Burberry and Off-White; store extensions such as Balenciaga and Emilia Wickstead; and boutique refurbishments at Hermès, Chanel and Tod’s.

The images featured in the report – including the striking cover photo – were shot on location on Sloane Street by photographer James Harvey-Kelly, perfectly encapsulating the elegance and energy of the dynamic neighbourhood.

Read the full article below…


Photography: James Harvey-Kelly

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