Why 23 Is the Number on Every London Fashion Girl’s Lips

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No.23 Matches Fashion
Photo: Courtesy of MatchesFashion.com

This morning, I called an Uber from my phone without speaking to a real person. I also typed in my destination’s address, which meant I barely had to utter a word to the driver. At lunchtime, I placed an order on Deliveroo and paid for it via the app. Forty minutes later, the driver walked into the Savoir Flair office, placed a bag containing my Mexican salad on the entrance table, and walked back out. Later that same day, I made myself a cup of coffee and logged on to a few of my favorite online shopping sites to buy some swimwear for summer. When I couldn’t find my size on one site, I didn’t ask a store manager for help. I simply moved on to another website. Once I found what I was looking for, I entered my credit card details and clicked on the purchase button. Do you see the point I’m trying to make?

In today’s world, we’ve eliminated the human element from most of our daily tasks and, as a result, true luxury has come to take the form of personalized, personal service. Key word here? Person. So while you may spend thousands of dollars sitting at your desk one afternoon and be thrilled with your new purchases, it will never compare to the experience of a personal shopping appointment in the exclusive London townhouse of one of the world’s leading online retailers. The townhouse in question is No.23, the charming three-story house of MatchesFashion.com, located just a hop, skip, and a jump away from the capital’s shopping district in Marylebone.

No.23 Matches Fashion
Photo: Courtesy of MatchesFashion.com

Launched in 2011, No.23 is where the retailer hosts its celebrity clients as well as CEOs, royals, and other top spenders – but don’t ask for names, because discretion is part of the service.

Ahead of a shopping appointment here, MatchesFashion.com’s team of personal shoppers will pull pieces according to your request, taste, and previous purchase history before piling delicious berries and macaroons onto a tiered serving platter in anticipation of your arrival. The space’s neutral palette is incredibly relaxing and makes for the perfect backdrop for all of the sketches and art pieces that line the walls, many of them hand-drawn by some of the biggest names in the industry and made out to the company’s founders, Tom and Ruth Chapman.

Once you’ve settled on the pieces you’d like to buy, don’t worry about walking home with heavy bags. Your purchases will be sent straight to your home or hotel, where you’ll have the option of trying them on again before you give the green light for your bank card to be charged.

No.23 Matches Fashion
Photo: Courtesy of MatchesFashion.com

If you’re traveling to London this summer, treat yourself to a personal shopping experience unlike any other by calling (+44) 333 321 2167 or e-mailing privateshopping@matchesfashion.com.

No.23 Matches Fashion
Photo: Courtesy of MatchesFashion.com
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