- 245 Regent Street
Ted Baker’s unique handwriting serves it well, with pieces including a £300 pea coat with interesting details like a buckle-strap collar and a zip-out padded lining that comes away to reveal a fun printed silk lining. The collection is no higher in price than anywhere else in the premium sector, but the extra details are admirable. Punchy colours including vibrant greens, purples and reds provide a visual feast across V-neck wool knits with contrast sleeves and a vast selection of shirts, featuring blown-up florals, geometric shapes and vintage-style prints. The storefit is equally fun, with printed panels on the walls matching the prints on the clothing, while sales assistants were keen to offer advice. A nice blend of more mature pieces, such as tweed jackets, sit alongside tailored jersey trousers aimed at a younger shopper, so there’s broad appeal here.
Some pieces are rather outlandish and could do with some mannequins or images to provide styling suggestions, because so much print and colour can be overwhelming for the average shopper. The range is also a bit limited to the particular Ted Baker look, without much to balance it out in terms of plainer product. The suit department is the only one visited where there are no signs advising on cuts, which again could disconcert some customers.