Our company ethos
fashion Tours London loves creativity, quality, craftsmanship, beauty, panache --
the flamboyant assertiveness that can give pleasure and enliven any atmosphere. We adore both elegant boutiques and provocative shops, where the clothes, shoes, fragrances and jewellery can be examined in the most informed way with knowledgeable staff members.
Through our tours, we celebrate the work of outstanding contemporary designers, many of them trained at London’s highly reputed fashion colleges. We have done and continue to do our research, so we know the personal story behind each designer and can explain past and new collections. Depth and significance are what we are after, and we seek out designers who never cease searching for meaning and inspiration.
Committed to promoting well-made, often handmade, products that are ethically and sustainably sourced, we visit environmentally responsible designer boutiques and stores, where the staff can tell the origins of their wares. In this time of great threat to bricks-and-mortar retail, independent shops with excellent customer service have our deepest support.
All our tours are private, available by appointment only.
Experience Beauty & Storytelling with Clothing Throughout London
Cindy is a fashion and style commentator, as well as the founding director of Fashion Tours London. She started her first business, Cindy Lawford’s Talks & Tours, in 2014, giving tours of Savile Row and Jermyn Street. She has a PhD in English Literature, has made groundbreaking discoveries about the poet Letitia Landon (1802-38) and published widely on them. During the course of her research on Landon, she became very interested in the London fashion history – so interested, in fact, that it became something of an obsession. She has lectured and published on fashion history and design, while her tours have thrived on the personal relationships she makes in designer boutiques, stores and tailoring houses. When not giving tours, Cindy can often be found swimming in the latest fashion trends as well as delving into those from yesteryear, and she never intends to resurface.
“On fashion tours, I adore mixing up London dress history with celebrity gossip, stories about London fashion designers and dressmakers, and all things social and political — the trivial and the terribly serious. I love talking about crinolines and A-line skirts and coloured lingerie, and hearing different opinions — especially about corsets and hats. This moment in fashion, when vintagewear can be combined with contemporary designs to produce the most wonderful results, could not be more exciting.”
"Cindy is so bubbly and knowledgeable it really makes the experience interesting and fun. I would advise anyone keen on knowing more about fashion designers and exclusive boutiques to book with Fashion Tours London. Great experience!" Inês Nóvoa
"When a juggernaut of knowledge collides with one of enthusiasm the result is Cindy Lawford. Dynamic, informative and fantastic company. I never imagined googling so many historical characters after an afternoon with her." Crispin Dior