Luella Boutique (London, UK)

While I tend to opt for black or more muted shades when it comes to my wardrobe, Luella is one of the few designers who's whimsical, cute but never tacky outfits make me want to wear something pink and ruffled. There are tweed creations out there that just make me cringe or girly dresses that make the average gal look more like a cupcake than an actual person, but somehow Luella has always managed to keep a certain balance in her collections.

Spring/Summer 09 runway (images: style.com)

Having graduated from Central St. Martins, Luella Bartley pursued a career in journalism, before starting her own label 10 years ago. Her goal was to design "the kind of clothes you can get drunk and fall over in". Always wearable, but never boring, even the girliest pieces had a certain edge and quickly became coveted pieces among both fashion insiders and women seeking a flattering outfit, with retail collaborations (e.g. Target and Urban Outfitters) making her a household name. Her runway collections always put a smile on my face and the current Summer 09 range is the perfect example of how something that at first glance looks so ladylike slowly reveals a kookier more psychedelic side as seen from the asymmetrical detailing and modern tailoring.

I had somehow always failed to visit the Luella flagship (which opened just under two years ago) and I made a point to go this time, mainly because I wanted to see the entire range in person and because currently this is the designer's only standalone store in the world. The boutique definitely didn't disappoint and was every bit as quirky as her designs. While most designer flagships tend to be big, bold or incredibly sleek, this one is very cosy and welcoming. Those not familiar with this designer would probably not even realize they were in a high-end boutique (until they see the price tag).

Just like the clothes, the store seems to mirror the combination of English sophistication and cute bizarre colorful touches. The walls are adorned with your typical country club memorabilia such as photos of horses and baroque oil paintings. Yet sitting right beside these items, was a big bunny rabbit... I'm guessing it got lost on it's way to Wonderland? In any case it was sporting a very chic fuchsia Luella bag. Old solid wood furniture was filled with odd trinkets (some Luella, others just completely random). Another more modern table in the middle of the front room was adorned with pirate stickers and displayed a good selection of smaller accessories.

The great thing about the darker wood furnishings was that the bright summery colors of the current collection stood out so much more. I didn't even know where to begin. I'm a huge fan of the Liberty print and a good portion of the current season's dresses, blouses and skirts feature my favorite pattern. While most flagships in London seem to have at least eight SA's in-store standing around waiting for you to try something on (why is that?? I've never witnessed an abundance of sales staff like I did in London), there were thankfully only two that were visible during my visit.

I was happily browsing and already thoroughly enjoying myself when I reached the back room. The 'country club gone wrong' theme continued here... I'm not quite sure what caught my attention first - was it the wooden fox in the fireplace or the bright turquoise horse's head (not real of course) in the changing room?

A large table in the center showcased a range of bags and shoes, all equally vibrant and cute. Footwear is the latest addition to the Luella range and I must say the heels featuring the big hearts in the center would probably brighten up any outfit.

If anyone out there is ever in a bad mood and needs their spirits lifted - I suggest you visit this store. Those outside of London should head on over to the next best thing: the online shop (deliveries can be made worldwide). Just as wonderful and quaint, but without the memorabilia, it's still bound to make you smile.

Address: 25 Brook Street, Mayfair, London W1K 4HB
Opening Hrs: Mon-Sat: 10:00-18:00, Thu: 10:00-19:00
Luella Homepage and Online Shop