Amica

Like Marj, I hate to be negative but sometimes I do love a good rant! I’ll be gentle on Amica though!
I am a girly girl but I find this shop so drab, the stock is too boring and uninspiring. I like my girlyness with a bit if edge but I don’t find that at Amica. The shop looks more like a gallery than a shop and has been devoid of customers the few times I’ve been in which can make you feel in the spotlight a bit. I don’t feel comfortable picking up things and looking at them because they are displayed so perfectly that I feel like I am spoiling someone’s masterpiece.
Amica sits in the same little area of the West End as a couple of my favorite vintage stores such as Circa and Starry Starry Night and as such I rarely give poor Amica a look in. I am sure Amica is some ones idea of the dream store but unfortunately it just isn’t mine.

Oh, blah.
I really hate being negative as this is a nice enough, harmless little store but situated where it is and having the weird taste that I have in clothing, Amica’s a little too safe for my tastes.
Saying that, with its girlie, glossy approach to clothing and bags, I daresay a lot of girls would disagree with me. Stocking a number of high end London fashion players for cheaper prices than you’d find down there, I it may be to someone’s taste. It’s just not for me. I like shops to be rammed with stock; this one is the neurotic clean freak’s dream with one handbag occupying every shelf more or less. While they look plush, durable and pretty for girls who are into this sort of thing, it’s just not kooky enough.
Redeeming features for the vintage freak like me: their pretty wee satin dresses. Don’t let me put any of you ladies or gents off but it’s a wee bit too bland for my frenetic fashion palate. But I hope they continue to do well as I support independent business!