Aime London

When French-Cambodian sisters Val and Vanda Heng-Vong arrived in London in their early twenties, they found that the metropolitan fashion capital needed just one more thing to round out its fashion scene - a hint of Parisian flair. So, in 1999, Aime London was born.

           

Since its launch in the '90s, Aime has been providing London with a much-needed taste of French charm with understated-chic classics-with-a-twist being their forte. Think pastel-pink tailored chinos, pinstripe cropped suit jackets, and olive-colored crushed-velvet slippers. Stocking a tightly curated crop of brands like Isabel Marant, Michel Vivien, and Officine Générale, if you’ve ever dreamed of nailing that effortlessly elegant French-girl aesthetic, then this is your chance to make that a reality.

Many retailers have great curation, a tidy sales floor, and an ambiance that makes us want to shop all weekend, but there's something about Aime that puts it above the rest. With an atmosphere so fun that customers return just to jam out to the store's playlist, and a culture so tight-knit that clients and sales associates grab happy hour drinks on their own time, Aime makes shopping the experience we all crave when we step away from our computers and venture outside for some in-store retail therapy.

Thanks to its cozy, no-frills storefront, everyday-elegant edit of products, and signature French flair, Aime just has that “je ne sais quoi” about it that we're so happy to have found.

           

Product photos courtesy of Aime London.