When I was in London I had the chance to go to the Supreme store in Soho (2-3 Peter St, Soho, London W1F 0AA).

Supreme London Store taken by Gillian Gunn


A key thing that makes Supreme unique is their decision to make their distribution of clothing very exclusive. This makes the brand more desirable to people who want clothing that not many people have because the amount of clothing that is put on sale is limited. Supreme clothing isn’t on sale 24/7 instead have “drop days” and these batches of clothing sells out in seconds.

The brand also usually has exclusive collaborations with other famous large brands. For example, Nike, North Face, Vans, Thrasher, Playboy with and of course the collaboration that everyone is talking about Supreme x Louis Vuitton. These collaborations are ways of advertising brands by endorsing one another, so they open up a even wider customer base for multiple brands at once.

As you can see from the picture above you have to queue up into the shop. This emphasises how exclusive the brand is and they want to keep the excitement up and secrecy of the brand up. This idea continues as you are not allowed your phone or any cameras in the shop and you get told before you go in. Even just by observing the people who work and buying in the shop you can tell that this brand is unique to any other.
Supreme have used many large celebrities to advertise and model their clothes. For their 2012 spring/summer campaign they got famous model Kate Moss to model. This brought a large amount of attention  for the brand as such a huge supermodel would model for Supreme and appear on one of their t-shirts.

Taken from
Take from i-D Magazine

Many celebrities also wear Supreme which influences a lot of young people as they look up to their idols. For example, Kanye West and even… his daughter North West.

My Top 5 Shops!

1. Zara 

Zara is a Spanish clothes shop. It is the flagship brand of the Inditex group. I would say that Zara sells clothing of high quality but yet still very affordable. The style of clothing that is produced by Zara is very up to date. The clothing is also very unique and many other shops copy their style. Whenever I have the chance to go to Zara, I will. Most of my clothes will be from there. Recently I’ve bought a bag, many tops, jackets and more. In the past year I would now say Zara is the shop I would go to if I need anything.

2. Urban Outfitters

Urban Outfitters is known as an indie shop. However, recently more and more people are buying from here. They offer a range and a different variety of clothes compared to the high street. The prices in store are a bit more expensive than Zara but if you want unique items of clothing like vintage or like quirky pieces then this is the shop for you.

3. Bershka

I was in London when I discovered this store. It’s quite a new store and is more known of in England and in Europe. The store has more of a target market for younger people as its very trendy. It is also owned buy the Spanish brand Inditex. I loved this store when I went in and since being back from London I have bought clothes online from them.

4. Topshop

Mostly everyone shops in Topshop. I was amazed by the store in London (as I mentioned in my last post). However, I don’t really like shopping in Topshop in Glasgow. If I need new jeans then I will always get them from Topshop even though they are pricey, they will last you forever. If you need something for a night out most people shop from there. So, you might have some trouble wearing something different from everyone else.  The quality of there clothes are always amazing. I do own a lot of clothes from Topshop as I can trust them.

5. Stradivarius

Also in London I went into this shop and from the moment I walked in I already really liked it, as it was very different compared to any other shop. It was like Topshop, Urban Outfitters and Zara put together in one. I am annoyed that there isn’t a store in Glasgow but you can order online. Hopefully soon they will move up here as I’m sure they would do well.

Fashion in London

On 17th December 2016, I went to London for 3 days with my sister, Shona. I’d never been to London before so I really excited to go round all the tourist attractions and to go shopping. London has been known to be the one of the leading cities of the fashion world. “London is home to a large number of internationally renowned designers, including Vivienne Westwood, Stella McCartney, Jimmy Choo and Manolo Blahnik.”(S,1981). London is famous for holding one of the “Big Four” Fashion Weeks, along with Milan, New York and Paris.

During my time in London we used the tube as our way to commute around the city. On the day we arrived we headed straight to Oxford Street.

Oxford Street by Gillian Gunn
Oxford Street by Gillian Gunn

Oxford Street was amazing. Filled with thousands of people, Christmas shopping the atmosphere was unbelievable compared to Glasgow. It’s known to be one of the busiest shopping streets in Europe and offers one and a half miles of shops. The street supposedly has half a million daily visitors.

The Oxford St. Topshop is very different compared to your local one. This store has 5 floors and 90,000 square feet to explore. They also sell unique brands that you wouldn’t get at a regular Topshop. They even have a DJ.

On the way to Victoria Street, just off Oxford Circus I spotted Vogue House.

Vogue House by Gillian Gunn

 This is where shoots get prepared and fashion features get written. Many stylists, editors, designers and models work there. 

The worlds most influential fashion publication is Vogue. It’s produced in 18 countries and is famous for being a main part of the fashion world.
Anna Wintour is the current editor in chief of Vogue and has been since 1988. 

London will continue to be a very important part of the fashion industry. There are new styles coming out every day. London will always be unique for setting trends.

References :

S. (1981) London’s fashion industry. Available at: (Accessed: 10 January 2017