If you want to buy the latest catwalk fashions before they hit the high street, or discover the next generation of designers - you need Showcase. Peter Gray reports.

Showcase might just be the coolest store in London. It is certainly the most up to date, with the latest fashion, furniture, jewellery and art, from a host of local designers.

The shop, part of luxury new retail destination St James Market, is choc a bloc full of good things. It’s the cutting edge fashion which catches your eye as you walk through the door, however. Under the banner “Next Big Thing”, the company have created a permanent platform for new and emerging talent in London. Working with the best undiscovered & emerging talent, Showcase offer new designers a ready made platform for their work as well as a potentially valuable source of income.

Showcase Sample Sales

The company doesn’t just work with emerging talent, however.  Showcase regularly partners with the world’s biggest fashion houses and brands for its phenomenally popular sample sales. The events give the public an opportunity to buy designer fashion hot off the catwalks in exclusive and fun events. The events are members only, but signing up is easy, with no fee involved.

Erdem, Helmut Lang, Aspinal of London and Mulberry and are just a few of the names to have worked with the innovative fashion company in the last few months.

The store also runs showcases art and design. On the day I visit, the store has a display by West Midlands photographic artist Thomas Wynne. Wynne’s work focuses on the “conceptual representation of landscape”. Several of the artist’s photographs are dotted around the store.

St James Market

The venue has been described as one of London’s “best kept secrets” and St James Market is certainly a surprise to many – a shopping centre in the heart of St James? – could it be true? Well yes, it is actually. St James Market has an amazing range of shops (everything from an uber cool SMEG outlet to the market’s latest arrival: Japan’s prestigious SNOW Peak brand. Besides fashion, there’s a tantalising selection of restaurants with something for all occasions s- there’s light bites from Ole and Steen, casual dining from Duck and Waffle Local if you’re after something a bit more sophisticated – there’s traditional Japanese eaterie Anzu, upmarket Nordic fare from Aquavit and Venetian inspired fair from Veneta.

Showcase at the Icon Outlet

Building on their success on Regent Street, Showcase recently took over a 3,400 sq. ft showroom at the venue. Adding to the already impressive list of brands at the O2’s Icon Outlet, Showcase are looking to bring their range of fashion forward events to an even wider market.

The CEO of Showcase, Katie Holland said: “Showcase provides a platform for leading luxury brands and we are excited to introduce this business model with our second showroom at ICON Outlet as we continue to evolve our retail offer.

“We know our exclusive luxury sample sale events will be popular with the premium outlet’s audience and look forward to launching our first event”. are at 12 Regent Street, London and at the Icon Outlet at the O2.

Information about other great shops in London can be found here.


-London's Best Fashion-
What: cutting edge fashion
Notable for: sample sales
Where: Regent Street & the O2
Website: Showcase