The Look Of London: An illustrated guide to the city’s most influential fashion spots 1950-2000

Tomorrow (October 11) is the publication date of The Look Of London, my map collaboration with the pre-eminent modern guide-makers Herb Lester Associates.

“This map is a reminder that London, with all its individuality and character, is still very exciting,” writes Paul Smith in the foreword; he opened at 44 Floral Street WC2 in 1979.

Designed and illustrated by Peder Bernhardt, The Look Of London features 113 outlets, starting with the visionaries with beginnings in the pre-war period such as central London menswear pioneers Louis Austin and Cecil Gee, through those who picked up the gauntlet, including East End tailors Harry Bilgorri and Lew Rose, Bill Green (Vince Man’s Shop in Newburgh Street, W1), John Michael (Old Compton Street, W1), Mary Quant (Bazaar, SW3) and John Stephen and Andrew Spyropoulos (both in Carnaby Street; the latter with Donis) right up to Michael and Gerlinde Kostiff’s World (in Litchfield Street, WC2), Burro (Floral Street) and Shop (Brewer Street, W1) in the 80s and 90s.

The map –  which is printed both sides of A3 folding to A6 – is segmented into the key areas where fashion and music collided to create The Look: Chelsea & Fulham, Covent Garden, East End, King’s Road, Kensington and West End.

The section Meanwhile In Other Parts Of Town ensures that those happening outlets slightly off the beaten track are included, from 50s tailor Jack Geach in Harrow and the casuals’ mecca Moda3 in Tower Bridge Road to The House Of Beauty & Culture in Dalston and the Soul II Soul shop in Camden Town.

The Look Of London is £4, available here. For £7 you can buy it with Herb Lester’s 60s London map Wish You Were There here.