My London guide is brought to you by The Ordinary - which is a real full circle moment, as I first discovered The Ordinary on a trip in London years ago. It’s a brand I always recommend to anyone wanting to start their skincare journey, as the price point isn’t as intimidating as other brands and of course, each product does what it says it will do. They make products you can trust. They are currently offering 23% off for all of November.
Note: This substack is a little long - if you’re reading this via your email, it’ll say ‘View Entire Message’ at the bottom - click on that to keep reading, or view the entire newsletter in the Substack app (my preferred way of consuming these).
I first visited London when I was 21 and I felt immediately at home. The following year (11 years ago), my best friend, Elle moved there and so, it was the perfect excuse to go back every year to see her and spend time in what I’m just realising is my most visited international city. There’s always somewhere new to eat, a great exhibit to check out, excellent vintage to be bought or shopping at the various heritage department stores like Harrods, Liberty or Selfridges. I’ve found my favourite neighbourhoods, restaurants, shops, cafes that I always return to - and here I’m going to share everything with you, for your next visit to London (or maybe you know a friend that needs some London recommendations).
I’ve also asked Elle and my friend Alyce Tran - who moved to London earlier this year - to share their favourite things to do in London.
Where to stay:
Henrietta Hotel - I loved staying at this gorgeous boutique hotel right in the heart of Covent Garden. Close to West End - if you fancy catching a show or two - I lapped up the plush interiors, deliciously comfortable bedding, great service and lovely amenities. Make sure you have a meal at Henri, their in-house restaurant.
There was so much to explore in Covent Garden, including DECIEM’s store - home to The Ordinary. When you head in store, they can assess your skincare needs and set you up with a personalised routine, taking out the guesswork and simplifying a potentially confusing process. My combo/acne prone skin was prescribed these products:
From Henrietta, it was an easy walk to Mayfair, Soho and Hyde Park. I organised this stay through Benson Bespoke - a great resource if you need assistance with any travel bookings.
One Hundred Shoreditch - I’m a sucker for the little things and when I saw that One Hundred had one of my favourite fragrance brands, D.S & Durga amenities I’d be lying if I said this hadn’t swayed my decision to book this hotel. But this hotel has a lot more on it’s side beyond top tier bathroom products. One Hundred has a super cool vibe, is in a great location in Shoreditch, a stone’s throw from Redchurch St shops like Soeur (super cool French clothing brand), Sunspel (the most incredible t-shirts) and Reformation, excellent restaurants like Bistro Freddie, Brat + Bao Noodle Shop.
Redchurch Townhouse - I haven’t stayed here but this one Elle recommended and it looks divine. Will stay here on my next trip!
Where to shop - Vintage:
Vestige
Where to shop - everything else:
Soho: Rejina Pyo, Stine Goya, Samsoe Samsoe, Ganni, Our Legacy, End Clothing, A.P.C, Emin + Paul, Massimo Dutti (another one not to miss as we can’t get it in Australia).
Mayfair: The Row (quite the experience), Toteme, Nanushka (this store took my breath away!! Absolutely divine interiors), Jessica McCormack (iconic New Zealand jewellery designer - her pieces are out of this world), Dover Street Market, Toast, Metier. Head to Bond St for all the high end shops like Miu Miu, Bottega, Loewe etc.
Notting Hill: Speciale 324 (I love this store so much. It’s tailored menswear but it’s so unbeliavably chic and yes - special!), Sezane, Caramel.
Chelsea: Rixo (this store has so much going on, there’s even a bar!), Alo, Designer Exchange, Farm Rio, Essentiel Antwerp, Jimmy Fairly, Joseph, Me + Em, Mejuri
Special mentions:
Make sure you download the app Citymapper - it helps make travelling on the tube/getting around London so easy and straightforward.
For me, no trip to London is complete without a (few) trips to Arket. I just love it there. Great quality chic basics, leather goods and the pricepoint is bang on. I always stock up on tshirts, singlets etc and this trip I bought this burgundy bag I just adore.
While we don’t have physical Arket shops in Australia, we can actually ship it here via their website. I'm yet to do this but I like that I have the option.
If you’re heading to Beak St in Soho and you love fragrance, you must visit Avestan. From the outside, the space is very unassuming and how the brand operates is very unorthodox (read about the brand story here, it’s fascinating).
Avestan only has one fragrance (that you can purchase, they actually have a second fragrance but it’s not for sale). The fragrance notes are a secret, you can only buy this one fragrance in store. To me, the fragrance smells spicy but warm; a bit cinnamon-y, woody, citrus-y and fresh. I loved it immediately.
You can’t take any pictures in store (that’s why I’ve only included a picture of the fragrance and the outside of the store), and they have created brand awareness entirely via word of mouth. The Avestan team want customers to focus on the experience without distractions like phones or cameras. Taking photos can interrupt the ambiance or create discomfort for other customers and Avestan is all about discovery and taking a moment of solace. I highly recommend a visit!
Where to eat/drink:
Restaurants + Bars: Bistro Freddie, Campagna, Julie’s, Brawn, Dalla, Maison Estelle, Sticks n Sushi, St John, Bar Termini, Sol’s Wine Bar, Bar Crispin, Brat, Straker’s, The Pelican Pub, Dorian, The River Cafe, Jolene, The Twenty Two, Sumi.
Cafes: E5 Bakehouse (an excellent place to people watch - I’ve been there 5 times and I’ve seen Daisy Edgar Jones and Maisie Williams there), Pasero, Oren Delicatessen, Grind, Blank Street, Jenki, It’s Bagels, Layla Bakery, Buns from Home, Canteen.
What to do:
Other than the obvious - Selfridges, Harrods, The Tate, a walk around Hyde Park, London Bridge, Buckingham Palace etc etc - here’s some of my favourite ways to spend time in London.
Friday - head to Portobello Road Vintage Markets. I’ve always had luck here. The prices are great and the sellers have unique, excellent stock. It’s a favourite amongst the fashion crowd. On my most recent visit I bought this collarless brown leather jacket for 50 pounds! I think it’s one of my favourite purchases from my trip.
There’s plenty of other vintage stores around the area too, so after the markets, I always make time for more exploring and shopping (see vintage recs above).
Saturday & Sunday - head to Broadway Market for amazing food, then look at the shops and go for a walk through London Fields before stopping for a drink at The Spurstowe Arms pub, or grab something sweet from Violet Cakes.
On a Sunday, head to Columbia Road Flower Markets, grab some flowers, chat to the sellers, check out the clothing/trinket markets nearby and then head to the Royal Oak pub or Campagna for a drink and something to eat.
Elle’s London
Elle is a superstar stylist - you can look at some of her work here (I wish she’d post more on social media, I have been begging her for years to document her personal style more!!) - so you can be guaranteed that she has exceptional taste and her recommendations are top notch. And given she moved to London in 2013 - she knows London inside and out. She’s generally lived in East London and much of our time together has been spent in that area. It’s my favourite part of London for that reason.
Her recs
Best Bakery: The Dusty Knuckle + special mention to the best Italian bakery - FORNO
Best pub for a burger: The Plimsoll
Best Designer Vintage: Rellik
Best 2nd Hand Designer clothes: Retro Woman
Best American Vintage (denim, tshirts etc): House of Vintage Broadway Market
Restaurant run by Aussies we love: Elliot’s, Hackney
Best Negroni: Bar Termini
Best Italian espresso: Bar Italia
Best French pub: The French House (It’s an absolute institution - they have a no phone policy, only sell half pints, serve incredible French food and it’s where they hid the French during World War II)
Best facial: Haeckels
Alyce (co-founder of In The Roundhouse) moved to London earlier this year for work and she is an expert at finding beautiful places to eat, stay and shop. She is the queen of a weekend getaway. When I recently visited London, Alyce took me to dinner at member’s only club, Maison Estelle. You can’t take photos inside (they literally put a sticker over your phone to prohibit you) so I only have this cheeky bathroom pic to show from the experience.
You’ll have to take my word that it was exceptional inside. We ate at their Japanese restaurant - so delicious! Here are all of Alyce’s recommendations.
Restaurants: Mount St. Restaurant - I love the chicken salad, Gymkhana - will go anytime I get a booking - best Indian food ever, Dorian - in Notting Hill - always so good and reminds me of home, Strakers - as above.
Cafes: Nessa - Soho, Cromwell Place Cafe - Kensington.
Favourite shops: Dover Street Market, Alex Eagle, Selfridges - I just love all of their activations, New Bond St - in particular cool stores like Nanushka, Toteme.
Accomodation: Broadwick Soho, Basic but any of the Soho House hotels as great locations.
Getaways: Estelle Manor, Cowley Manor, Soho Farmhouse.
Favourite days: Marylebone markets to get my provisions for the week, a gallery, a pub meal.
And that’ll do it! A long one but I hope this guide is helpful for you (or your friends). There’s so much to do and see in London, this is just scratching the surface. I’d love to know your favourite things to do in London and any tips you have.
And thank you to The Ordinary for sponsoring this substack. Love your work!
More Smooth Brain Thoughts soon,
Ali xx