Ending the World

If you’re in search of traditional British tailoring with an idiosyncratic quirk there is one place that you should visit without a doubt – the globally celebrated Vivienne Westwood.

One terribly chilly November evening I gallivanted towards Westwood’s original store, ‘Worlds End’ in Chelsea. Despite the icy wind tautening my face, the 15 minute walk from Sloane Square tube is worth the hike. Kings Road was once a stream of ‘alternative’ stores, however now Worlds End remains the last but most dazzling gem along the pathway.

When you arrive at ‘Worlds End’ there is an unmistakably unique sense of escapism. Since its surrealism reinvention in 1980, shoppers are made to feel like Alice as they step into Westwood’s Wonderland. The exterior is set like an inviting cottage with Georgian style windows and an impressively gargantuan timepiece with 13 hours and ‘Worlds End’ emblazoned on it. The interior is not unlike the outside. As you walk up the wonky steps, all the senses are greeted. There’s a flowery scent of ‘Sin Garden’ perfume and the ears are welcomed with soft rock music as you take in the beautiful cherry-coloured exposed wood flooring, the subdued but flattering lighting and another 13 houred clock speeding backwards, all creating an exciting fantasy illusion of having gone down the rabbit hole. It’s remarkable to think of the historic opus the store has, having lived 3 decades starting mohicaned punk gangs to new-romantic boys.

(image from iD magazine, may 2008)

The shop floor is set into two rooms. Along the left in the first room is the cash desk in form of a long glass cabinet filled with jewellery made out of Swarovski crystals, silver, gold or wood with the iconic orb dazzling in diverse adornments. Along the right are mannequins styled in the more idiosyncratic and luxurious pieces to grab the attention of shoppers. The window display is quite minimal; turquoise box shelves with iconic shoes and bags, the focus being a clear view into the store. Same box shelves reside in the 2nd room, past the crooked pillar with a clock. To add to the surrealism, the floor is also slanted and the entire back wall a mirror with a single changing room.


The stores most frequent shoppers are Japanese, where Westwood has a cult following, however, an eclectic mix visit the store.

Rails and shelves sparsely display the designer's quirky talents. Menswear and womenswear are displayed side by side, creating an open minded, unisex vibe.
Some of the finest fabrics are used in the construction of the garments. Soft jersey t-shirts carrying Westwood's famous prints and inflammatory slogans, luxurious orange silk taffeta pleated skirts, oversized hand-painted cotton shirts, and gorgeous chunky merino wool knits all hand temptingly in a row.
The swing tags in her clothes carry quirky garment names such as ‘Alien Shirt’ and ‘Drunken Jacket’.

Although it’s not only limited to Worlds End, the squiggle print pieces are the most popular, particularly in blue and gold – the scarves and hats are always in demand. The pirate boots and oversized metal orb stamped bags displayed in the window are also popular as they are iconic. Everything in store sells. Few eccentric pieces may reside on the racks longer, but if Dame Westwood puts anything like it in her campaigns it would become sought after.
There are designs for everyone, extravagant and complex designs sell for over a thousand pounds, but there are also graphic tees for as little as £60 which is directed at the young. The accessories are extremely popular too, because they’re dissimilar, quirky and suits every occasion with small and high prices – from £40 to thousands for authentic diamond and pearl pieces.

Dressing from Worlds End is about changing the world and the way everybody thinks.