Reinvent your style in Soho
Overhaul your wardrobe, add some ink, experiment with a new haircut or embellish your body with a new piercing. Here's our guide on how to reinvent your look in our neighbourhood.
The birthplace of London's Mod movement, home of the Punks and New Romantics - Carnaby Street and Soho is the epicentre of style innovation and those looking to express their authentic self. It's synergy between music and fashion has made it a melting pot of creativity from bohemian to bold and edgy.
So where better to start your journey of redesign...
Fashion & Accessories
Womenswear
Pull back the velvet curtains to discover the cherry-picked vintage pieces and new-gen designer dresses at Newburgh Street's Annie's Ibiza or head over to cult name classic, Stine Goya where you'll find playful details, contemporary styles and effortlessly elegant collections. For confident Scandinavian style and distinct silhouettes, GANNI has got your back.
Finish off your new look with accessories to compliment and head to Ace and Tate for a set of frames to transform your face or embellish your body with jewellery from Missoma.
Menswear
For a look tailored to your new style, Paul Smith or Mark Powell have you covered. If you're in search of more grit, less glamour - explore the luxe streetwear from cutting-edge Axel Arigato, powerful design pieces from Aime Leon Dore or global style names from END.
Wrap up the final look with fresh footwear and shop the latest kicks at size?, Footpatrol or adidas Originals.
Hair, Beauty & Body
Piercing & Tattoo Studios
Searching for a more permanent transformation?
For expertise in body jewellery and piercings, look no further than the streets of Soho. From professional services by Metal Morphosis and premium BVLA from Sacred Gold to the pretty pink studio of House of Astrid and Miyu and relaxed atmosphere of 33 Marshall Street - You're in capable, steady hands with all.
Some might say body is a canvas and Soho has artists ready to paint with tattoo services from both 33 Marshall Street and House of Astrid and Miyu.
Beauty
Experiment with a glow up courtesy of our Soho makeup experts on Carnaby Street and the surrounding area with big name brands such as MAC Cosmetics, Too Faced and Sculpted By Aimee.
Head in-store for brow wax or lash tinting at Benefit or visit any of the listed beauty locations for a full transformation with their famous makeup services.
Hair and Grooming
Take the salon hot seat for a style session sure to reinvent your look. From Soho barbers Johnny's Chop Shop to Soho salon Live True London, book an appointment or walk-in for a colour, cut, style and blow dry.
