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42 Rivington Street

Raison d'être: If Start the fashion emporium were a restaurant, Brix Smith-Start would be the best maître d’ in town. Shop when she’s in store. Failing that, you can now shop online. Credit-crunched? Click ‘Start-Outlet’ for sale items.

Interior: A glamorous clash of colour, Start, founded by Philip and Brix Smith-Start, is a fashionable disco for hedonists who don’t take their fashion too seriously.

Why Go: For a new winter coat, our favourites are Miu Miu’s leather trench, and a jaunty red tartan duffle coat from See by Chloe.

Most likely to see: Cool young Londoners; don’t be surprised if you spot Alexa Chung, Pixie Geldof, Agyness Deyn and Henry Holland browsing the rails.

Labels: House of Holland, Alexander Wang, Jean-Pierre Braganza, Lara Bohinc, Luella, Richard Nicoll, Nicholas Kirkwood, Rick Owens, and more.

Everyone's buying: Lungta de Fancy shirt dresses.

Extras: Beauty. Hip fragrance Escentric Molecules is a best seller. Start also offers haircare, skincare and candles.