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Where to Spy the Fashion Set in London's East End

September 21, 2011 at 3:50 PM | by | ()

The stylish environs of Bethnal Green Town Hall and Apartments. Model and designer-approved.

Scrolling through the list of suggested hotels on London Fashion Week's official website reveals nothing but one West End address after another. Sure, these ritzy locales are close to the action of Somerset House and attract their fair share of designers and catwalking waifs, but the fashion set doesn't solely congregate in Knightsbridge and May Fair.

Prominent designers like Henry Holland have set up HQ in buzzy Shoreditch, while avant garde style publications including Dazed and Confused and I-D have head offices in the same area. Wander around the neighborhood on any given evening and you're likely to see eccentrically styled locals pursing their lips and preening at local cocktail clubs and the area's upscale hotels.

To catch a glimpse of some of the city's stylish movers and shakers, go East, not West, this week young (wo)man, where a late night stop at one of the following three hotels might yield a sighting of a well-heeled editrix, Agyness Deyn or one of her lithe counterparts, or East End designer winding down after a whirlwind presentation earlier in the day.

Shoreditch House: Yes, yes—this has shown up on many a Hotel Chatter list in the past, but for good reason. Here, the crowd is rife with attractive, bespectacled graphic designers and their bang fringe-sporting, leather jacket-clad girlfriends. Adjacent restaurant Pizza East is where non-members can waltz in for a drink, mill around the bar and (beautiful) people watch for the evening.

The Boundary Hotel: Just around the corner from Shoreditch House is the Boundary Hotel, whose rooftop bar is surely getting a lot of play this week, especially as evenings have been surprisingly clear and balmy by London standards. This is the place to be if you want a little al fresco action while the weather is still relatively nice, a decent cocktail, and, compared to the busyness of West End hotels, a calmer evening while hanging around local tastemakers. Once named "The Most Stylish Hotel in Europe," it attracts an equally stylish clientele.

Town Hall and Apartments: Though it may not be as "scene-y" as, say the May Fair or Shoreditch House, Town Hall and Apartments has recently attracted style savvy crowds, playing host to TEST: presents fashion film screenings. The hotel has also generated a healthy amount of buzz for the recent opening of The Corner Room restaurant, whose glowing reviews and strict no-reservations policy have solidified its reputation as an East End hotspot worth trekking to.

Oh and we can't forget our very own fashionist, Geren Lockhart, loves this place as well.

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