Local fashion editor Remy Farrell takes you shopping in London

Who What Wear fashion and shopping editor Remy Farrell gives us her insider recommendations for shopping in the UK capital, during the holidays and beyond.

To suss out the very best of the capital’s high fashion, luxe homewares and, yes, even thrifty deals, we speak to Londoner Remy Farrell, fashion editor of the UK edition of celebrity and fashion site Who What Wear. “London just so happens to be one of the best cities in the world to shop in,” said Farrell, who has lived here for nearly a decade. “[But] it always helps to go in with a plan… with the sheer amount of places to shop, you can find yourself wandering for hours.”

To help you focus, here are Farrell’s insider picks for the best buys in London.

1. Best for making a day of it; Notting Hill and Marylebone High Street

If you’re short of time but have money to burn, multitask. “You’ll find that most roads in the capital lead back to a shopping destination that acts as the beating heart of the neighbourhood and the central hub for socialising,” said Farrell.

Farrell’s perfect day of shopping and socialising begins at the pastel-hued Notting Hill neighbourhood’s Farmer’s Market, beloved by locals for its bounty of seasonal produce, farm products and pastries. Farrell likes “to pick at a little bit of everything for breakfast”, before moving on to the iconic Portobello Market to browse its antique stalls, then stopping at Gold restaurant and bar on Portobello Road for lunch.

Alternatively, Farrell recommends “hopping door to door along Marylebone High Street, stopping at the creaky and quiet Daunt Books [independent booksellers], Sézane [French fashion boutique] and Space NK [beauty shop]. Marylebone’s picturesque Georgian lanes and eclectic blend of boutiques and restaurants make it a great place to soak up London vibes before you cap things off with a stop at The Ginger Pig [gourmet butcher]. “Don’t forget to get one of [their] sausage rolls.” Farrell said.

2. Best for women’s fashion: East London, Chelsea and Mayfair

Farrell has written about women’s fashion for some of the industry’s biggest names. “Honestly, I could speak about my favourite places to shop for hours,” she said. Those clothes shops are scattered in neighbourhood niches all over town. In East London, Farrell loves visiting Rites in Hackney’s Broadway Market for designer rentals, then hitting the House of Sunny store on Andrews Road just a few minutes’ walk away to browse its vegan luxury designs. For downtime in between shops, Farrell pops into the nearby Café Cecilia, which serves stylish gourmet bites.

Heading to Chelsea, she works her way down the King’s Road starting at Sloane Square. “There’s beautiful new stores like Rejina Pyo, Reformation and the nicest Zara in London,” she said. “But the recently refurbished Rixo store is a particular favourite for [its] incredible interior [design element] and coffee shop/bar while you shop.”

Farrell’s picks in the West End are no less elite, concentrated in the affluent Mayfair district. “There’s nothing quite like a wander around Mount Street,” she said. “Particularly in winter when mulled wine is served from outside The Connaught Hotel and you can look inside the gorgeous designer boutiques like Simone Rocha, Roksanda and now Toteme.” Farrell also recommends this area because it’s not as busy as nearby Oxford Circus or Bond Street. “It’s a much better and more immersive experience.”

3. Best for men’s fashion: East London and Soho

When buying for the men in her life, Farrell heads to hip East London and the bustling Soho area. “I think East [London] and Soho do men’s shopping best,” she said, citing Labour and Wait in Shoreditch as her one-stop pick. “[It’s] a lovely, old-school hardware store that carries everything from classic toolboxes to fishermen’s jumpers and replicates the traditional, anti-trend lifestyle shop of the ’50s and ’60s,” said Farrell. “You can get work jackets, hand soaps, stationery and kitchen tools all under one roof with expert salesmen in leather aprons.”

For something a little more contemporary, Farrell starts at Broadwick Street in Soho to explore the Carnaby Street area and its back streets. “End is a big, two-storey clothing shop where you can find everything from Loewe [luxury fashion] to Carhartt [workwear and outdoor apparel]” she said. “And [it] has a cute grooming station in the corner of the second floor.” Heading further through the area, Farrell also likes The Great Frog London for edgy men’s jewellery, Percival for clothes and accessories, Billionaire Boys Club fashion and Aesop vegan hair and skincare products. “[They’re] all in a mile radius,” she said.

4. Best for homewares: Selfridges, Hackney and Islington

“It might be a cliché,” said Farrell, when asked about homeware purveyors, “but if I’m looking for home decor, I love to browse Selfridges.” Selfridges, founded in 1909 on Oxford Street, is as revered for its luxe interiors as for its stylish offerings. “The selection of contemporary coffee table books, candles and bed linen is unmatched,” said Farrell.

But when she’s looking for “something a little more unique, like sumptuous upholstery”, Farrell heads to the House of Hackney in East London, a high-end interiors and lifestyle brand in a Victorian-era clergy house. Farrell also likes Colours of Arley on Hackney Road for bespoke fabrics and, further east, The Spotlight Market in Lower Clapton “for incredible furniture”. North London is another of her top areas for browsing interior décor: “[It’s] brilliant for interiors, antiques and flea markets,” she said. Farrell recommends dropping by British luxury brand Tom Dixon in Coal Drops Yard, renowned for its innovative lighting and extraordinary interiors. “[And] have a wander down Camden Passage in Islington for lovely nooks and crannies,” she suggested.

5. Best for beauty and self-care: Covent Garden

Those looking for beauty buys will find themselves spoiled for choice in Covent Garden, where traditional chemist shops meet the latest in high-tech self-care. “I like all of the nooks and crannies around Seven Dials,” said Farrell of the neighbourhood’s quaint road junction. “You can step out of a coffee shop and straight into Neal’s Yard Remedies, a cute little apothecary, and the back room in the Kiehl’s store on Monmouth Street does lovely facials for those on the go.”

Heading further down towards Covent Garden piazza, Farrell’s favourite luxury beauty brands are all in proximity. “You’ll find Glossier, Parfums De Marly, MAC, Tom Ford and NARS all within a stone’s throw of each other,” she said.

6. Best for vintage and bargain hunters: East London, Kensington and Chelsea

As much as Farrell enjoys visiting London’s luxury boutiques, she also has a keen eye for vintage and bargains. “If you’re in the market for kilo sales, sample sales, rentals and upcycled fashion, East London is for you,” she said.

In Dalston, Farrell enjoys browsing Beyond Retro for one-of-a-kind vintage pieces, while Hackney Flea Market in Stoke Newington is one of her top thrifty haunts, as is the East London Vintage Kilo Sale that pops up in various locations in the neighbourhood. “[They’re] really good for unexpected gems,” said Farrell. “It’s well worth following The Box on Instagram,” she added. “They’re Hackney based and host sample sales for everyone from MATCHES to Richard Quinn. I’ve picked up some of my favourite pieces from there.”

She also recommends that bargain hunters drop by the Kensington and Chelsea area; “[It’s] the best place to charity shop for designer bargains,” she said. “You can find everything from Zara to Chanel in the high street shops like Oxfam and Cancer Research.”

7. Best for gifts: the West End and East London

When picking up special gifts (for someone other than yourself), Farrell recommends the luxury department store Liberty London on Great Marlborough Street. Famous for its striking Tudor revival architecture crafted from the timbers of two ancient ships, “[Liberty] is always lovely to find something really special like jewellery or a great beauty brand,” said Farrell.

For edgier tastes, Farrell recommends music shops like Rough Trade East and Vintage Vinyl in Brick Lane or Glassworks London boutique in Shoreditch. “[That] will cover friends and family who are into music and independent fashion brands,” said Farrell.

If you’re gift hunting during the winter holidays, Farrell advises starting early: “There’s some smug satisfaction in missing the queues and having a drink instead.” She avoids Oxford Street and the Westfield Shopping centres, where many people head last minute. “The congestion is unbearable,” she said. “[Try] lower Regent Street for (slightly) quieter branches of the chain stores.”

Farrell’s personal pick for Christmas presents is Fortnum & Mason, London’s oldest department store that dates to 1707. “[It] feels magical over the festive period,” she said. “Yes, it will be absolutely heaving, particularly on weekends, but I like picking up bits from the food hall and making my own mini hampers.”

BBC Travel’s The SpeciaList is a series of guides to popular and emerging destinations around the world, as seen through the eyes of local experts and tastemakers.