Usually referred to as a deconstructionist designer, the name Margiela is shorthand for the Antwerp School of Fashion, to which he belongs. Far more than just recycled garments and frayed seams, his clothes have always embraced imperfection, personality and eccentricity, whilst his collections have been shown on tube platforms, street corners and building sites.

Although not geographically so, the Belgian designer's new store is a million miles away from the luxury brand boutiques of Bond Street. Rather than a high gloss interior, the shabby white space feels more like MA Fashion Studios at Central St Martin's - a place reeking of his influence.

The store doesn't even have a sign outside, and this is what we've come to expect from the enigmatic fashion designer who refuses to put a name on his clothes, let alone grafitti them with a crass logo.

If you do manage to find the shop, inconspicuous consumers can pick up a commemorative white T-shirt for £40... although no one will know where it's from!

Maison Martin Margiela - now open
1-9 Bruton Place, W1 - 020 7629 2682

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