Of course, I’m talking about Abercrombie and Fitch. They have opened a shop in a sumptuous neoclassical building in Mayfair, in a street parallel to Regent’s Street. The brand is so confident in its success that it didn’t even take the trouble to put up a shop sign. And it works: the shop is full every day, and sometimes you even have to queue to get in!
Last time I went there though I have to confess that I was a little disappointed: the top models/shop assistants who welcome you at the door with a casual “hi guys!” weren’t even shirtless, as is usually the case! (OK, maybe the fact that it was January had an impact on their clothing…)
When entering the shop, darkness and loud music are stunning. Adding to this club-like atmosphere, some of the shop assistants are even paid to dance. Besides, the shop seems to have one of the highest densities of shop assistants in London, average age: 19, the I-went-to-America’s-next-top-model-before-getting-this-job type…
If you’re brave enough to queue for the fitting rooms and then queue again to pay, you might end up with a nice souvenir; prices are most often way too expensive for me, but I feel that even without buying anything the shop is worth a visit.
You can then leave the shop, your eyes blinking under the sunlight, exhausted by the crowd as if you had been clubbing during hours.
Abercrombie and Fitch: 42 Savile Row Westminster, London W1S 3QG
Nearest Tube: Picadilly Circus