Explore not-be-missed happenings in London with WGSN insider, Zuzanna Butkiewicz

London is vying to become the capital of sustainable creativity. Ideas are radically shifting towards conscious living, as well as towards building a stronger sense of community.

The idea of giving new life to deadstock and vintage clothing has gone mainstream. A must-visit for all vintage lovers​​ is the new massive Picknweight store in Covent Garden, based on the idea of selling high-quality rare pieces from all over the world by the kilo – the first of its kind in London.

Meanwhile, the new Browns interactive flagship in Mayfair is digitising luxury to engage customers on- and offline. Its in-store tech includes augmented reality, smart mirrors and high-touch services. As well as a four-storey retail space for fashion, accessories, homeware and fragrances, it also has a restaurant with an outdoor courtyard and a programme of experiences to engage the community.

The new Bally Haus on Regent Street engages local artists and gives a second life to materials, while Selfridges’s Project Earth campaign reinvents its retail experiences through the idea of rental and repair, and combining nature and art – both worth watching.

Championing responsible sourcing with upcycling and plant-based textiles are sustainably minded brands including Nobody's Child and SIRPLUS, while Hylo Athletics, focusing on sports industry innovations, is also one-to-watch.

Linnaean, the lifestyle destination combining a cafe, restaurant, spa and apothecary, taps into our #hybridretailspace trend on experiential retail. Its restaurant serves a delicious plant-rich organic menu alongside biodynamic wines, completing an all-rounded wellness experience.

A renewed sense of community emerges via mural art and new pedestrianised public spaces offering outdoor art exhibitions, driving the trends for #interactiveart and #joyfulexpression.

If you’re a WGSN subscriber, travel virtually to London via our London Virtual Guide 2021. Live now on the site.