How to shop in... Notting Hill

More Gwyneth, less Hugh and Julia

When I met Greg during the pandemic, I didn’t know that one of the perks of dating him would be going to London for a week every 2-3 months. It wasn’t until a year into our relationship and after all the travel restrictions were lifted that I got to see the travel bonus he came with. Thankfully, this delayed reveal means he’ll never have to worry if I’m with him for the “right reasons.” (And in case you were wondering… I very much am.)

Christmastime in Brighton, 2021. Greg is so damn cute!

I first went to London for Christmas and New Years when I was 16 years old. It was love at first “shop” when I walked into Selfridges, which my mom described as “where all the cool London girls shop”. When I went back to study abroad in college, it was all about Topshop. Since I’ve moved to New York, London has been the place I have solo traveled the most. Once a year, I would plan a trip to London to find the person I became when I was 20 and discovered how to be alone, read with purpose, be moved by art to a point of tears, and dress to reflect my personal style. Yes, those trips were just as much about shopping as they were about revisiting the Rothko room at the Tate Modern.

Most recently, Notting Hill has become the place that I go back to again and again. Not the Notting Hill of Hugh Grant or Portobello Road or anywhere else you see crowds of tourists carrying the “Notting Hill Shopping Bag” tote. The Notting Hill I’ve been hanging out in is the Notting Hill of Gwyneth Paltrow’s Chris Martin era and Madonna with Guy Richie. Below is a round up of my favorite boutiques for the next time you’re in West London or in the mood to splurge on international shipping.

Yes, there was a goop store but this is an old pic and it closed during COVID.

Aimé

This newsletter is going to be a tough one. Not because I’m struggling for stores to include, but because it’s going to be difficult not to overuse “I love (insert store) soooo much!” But since Aimé is alphabetically first, I’m going to say it here and then never again. I love Aimé soooo much! The brands are precisely chosen, which means you aren’t overwhelmed by the selection. You can see how the merchandise is meant for the same woman for many different occasions. You’ll find Ulla Johnson pieces along side Isabel Marant Etoile, which gives you an idea of the price point. But if you’re going to splurge on anything, I recommend looking at Aimé the brand. Damn, would I buy every piece if I could. I’m focusing on dressing like a ivy league professor or student all autumn, depending on the level of effort I want to put in, and Aimé would have me covered (pun intended). My splurge this most recent trip was the Elisa Corduroy Jacket in camel and I’m already saving up for the Fay Jacket in Harris Tweed. Who needs to own a house when there’s blazers like these out there to be had?!

Double breasted tweed blazer > home ownership

Couverture & The Garbstore

Discovery is what Couverture & The Garbstore is all about. It’s mission is to give up and coming designers access to future devoted fans (like me!). They also carry brands that already have name recognition, like YMC, one of the more trendy London lines I love. In fact, on my most recent visit to Couverture & The Garbstore, I was introduced to the brand Cawley Studio, which was founded by one of YMC’s alums. When I tried on Cawley’s Georgia Wool Trousers Navy & Ecru Pinstripe I immediately fell in love with how much they felt like a sweat pant but looked like a fancy trouser. Paired with this Bellerose Rybba Sweater in Grey and you’re basically wearing loungewear worthy of a job interview. Couverture & The Garbstore is worth seeing as much for the store's aesthetics as for its clothes. It's housed in a converted three-story converted Notting Hill period townhouse, so you can justify a visit as a cultural activity, too.

Couverture & The Garbstore has men’s stuff, too, and is also worth a walk through.

TOAST

I would travel to London just to visit TOAST. In fact, it might be the brand I would choose if I had to pick only one to wear for the rest of my life. I already sang its praises in another edition of this newsletter, but it’s worth mentioning again (and again, and again). Every piece has a handmade quality, making each item feel completely unique. Their clothes and accessories feel like they belong to the woman that I want to be when I grow up but whom I want to dress like now. This woman who is creative, thoughtful, patient. She values quality pieces over trends, and wants her wardrobe to be chosen with longevity in mind. Their Donegal Grid Stitch Knitted Jacket and Cotton Wool Herringbone Pull On Pants are two items I know I’ll have forever. And I already have some London friends on alert for when I save up enough for TOAST’s Textured Duffle Coat, since it’s about 20% cheaper in pounds.

This dress… so me.

And one more picture of Greg before we go, because he really is just adorable.

Greg with a pot of tea in Yorkshire for my birthday. He surprised me and took me to the Yorkshire Sculpture Park and the Barbara Hepworth Museum. SWOON.

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