Everyone is familiar with the iconic. Instead, this book takes you on a journey to the heart and soul of London, revealing the hidden and stylish places that make this city so incredibly unique and eclectic. There is an essence to London style, and you find it in the small, off-the-radar places: the one-off shops, street markets, corner pubs and local restaurants that Londoners themselves go to. These places share a certain eccentricity, quirkiness and independence of spirit, and that's what this book is all about. London can be big and overwhelming, and there are many guide books directing you to the key trophy sights of the city. London Style Guide breaks it down by village, and reveals the places that the locals love. We feature some of the Londoners behind the shops, cafes and hotels, and ask them to reveal their city secrets. By delivering a carefully chosen selection of the smaller, most stylish spots that are revered by the residents, visitors feel like locals. It's London up close and personal.