|£295, The White Company|
The most successful stores in London (and any place, really), in my opinion, are the stores that sell you a lifestyle. I mean, who doesn't want to live an Anthropologie life? That shabby-chic, bohemian, Parisian-cum-Brooklyn way of being? I love going into the White Company because they sell me the lifestyle of an eternal lounger. Loungewear everywhere: robes, soft henleys, candles, pillows, the softest most plushest stuffed penguin . . .
But the absolute best thing in the store is this cashmere robe (completely unaffordable and not sensible--how does one even wash a cashmere robe, especially in a goddamn London washing machine). But it is so soft and warm and comfy and I just want to be able to show up at work wearing no pants and just this robe. Livin' the dream.