One of the many attractions in the West End is the plethora of gorgeous independent fashion boutiques. There’s a huge focus on fashion for women of all shapes, sizes and ages, something for men… even babies and toddlers get a look in. 

The beauty about the collection of shops around the West End Village is the carefully thought out clothes which are handpicked with tender loving care. The boutique and niche offerings showcased along the quaint and cobbled streets are a million miles away from the high street, with each store stocking a select few of each piece.

As different as they all are, however, this summer the shops around Stafford and William Street come to life in a kaleidoscope of colour and bold patterns. Bright shades, embroidered or bejewelled pieces, patterns that pack a punch - the shop windows bring a ray of sunshine this season no matter what the weather is doing outside. As Claire McIntyre from Helen Bateman says: “It’s all about being colourful and cheerful this year – the brighter, the better.” At the specialist shoe store, which celebrates its 10th anniversary this year, women will be stepping out in floral printed suedes and fabrics. Suedes with contrasting trim, like the Inma buckle sandal pictured here, will also be a big hit. “They’re already whizzing out the door,” says Claire. “They are a brilliant fit, incredibly comfortable due to the platform sole and have a fabulous quirky heel.”

There’s a huge focus on beautiful, coloured dresses too and if you’re looking for a special something for a special occasion, the rails at Sam Thomas have some gorgeous ones by Avoca, Derhy and Vila. Whether your style is printed silk maxis or tribal print linens, the shop only ever stocks between six and eight of the same piece so you’re much less likely to see the same dress on anybody else. For other occasions and the unpredictable British summertime, the posh wellies from Joules will have you stand out from the crowd.

Specialist boutique The Cupboard dresses women in their late thirties upwards but makes sure that forties and fifties are never frumpy. The designs are understated with a contemporary edge. Simple yet stunning, this season it’s the colour that does the talking. Stocking James Lakeland, Annette Gortz, Ischiko and Crea Concept amongst others, owner Doreen Kerr says there’s also a big focus on fine layering. “The collections have dresses with matching coats or a dress, tunic and soft coat overlay. Crea Concept is particularly good for this and popular with our customers, and I love the bright colours from James Lakeland – perfect for weddings and the Mother of the Bride.”

At Frontiers, you’ll find floral fabrics, liberty prints and Swedish brand Odd Molly keeps it pretty with dresses in gingham checks – all very fresh, summery and timeless. The Marilyn Moore collection is rich in colour and offers well fitted dresses that work perfectly with curves. One of the highlights in store according to owner, Jane Forbes, is the summer coat in heavy cotton with a liberty print or, as sole stockists of Orla Kiely clothing, their beautiful emerald green dress is sure to be a winner.

Despite the lack of menswear stores around this area of town, Frontiers is turning this trend on its head by introducing a small range of shirts by Hartford. There are six styles to choose from… and in time for the warmer weather, a range of swimming shorts, in liberty print of course. 

An interest in fashion starts young at Vanilla Bloom. For the little ones who like to look on-trend, the look to go for is nautical with brands such as Mayoral and D’arcy Brown stepping up to the mark. Meanwhile Catimini has turned to the Big Top and the circus for inspiration to come up with a cute range of fun and colourful pieces. The store also looks after the best dressed baby bumps in town and makes maternity wear shopping all the more appealing. Along with the designer jeans and jeggings, you’ll find a great selection of stunning, easy to wear dresses that help show off bumps with pride.  

Larger ladies will also find everything they want at The Extra Inch. Owner, Christine Cooper, flies the flag for fashion in bigger sizes. “There’s no need to compromise on style,” she says. ”We stock a range of European brands and the clothes are made in smaller sizes too so they’re genuinely fashionable and contemporary pieces, just in size 16+”. There’s a rainbow burst of colour on offer including corals, cerise and aquamarines, and a wide range of pretty kaftans and tunics in chiffon prints.

A few doors down is Arkangel, one of the city’s first boho boutiques and a favourite with style setters. Inside is a range of limited pieces at reasonable prices and all gorgeously girly. “The collection is even more romantic than usual,” says owner Lulu Benson. “There are floaty dresses in pretty colours and the newest brand in store, Sula, is full of them, in silks and cottons. Very boho.”  White is more prominent at Arkangel, adding a freshness to the clothes, but the store has always done kooky, quirky and a little bit different. Expect to discover more finds like this halterneck dress by French label Antoine & Lili, £160, with satin clutch by Brontibay, £45 and bespoke fascinator by local designer, Lou Bythell, from £75. Finish with a fabulous piece of jewellery, also from the store.

Wrist candy takes two different directions for summer, according to the people at Watch on Melville Place. There are the more timeless, minimalist designs in monochrome by designers like Danish Design and Jacob Jensen. But for a playful approach to wrist dressing, it’s the big, bold statement pieces in acid brights like these by Nixon, £55, that are tipped to be bestsellers over the summer months. And men love them too… even in bright pink.