Image Image Image Image Image Image Image Image Image Image

The Vintage Guide To London | December 18, 2017

Scroll to top


Not convincing: Lucy in Disguise

Covent Garden-based vintage shop Lucy in Disguise was certainly the biggest vintage launch of 2010. Owned by singer Lily Allen and her half-sister Sarah Owen, the shop has unsurprisingly attracted plenty of press attention. The concept is refreshingly simple: a fun, girlish vintage paradise where you can buy or hire high-quality vintage and have your hair and make-up done in the integrated beauty salon. Sadly, it doesn’t quite deliver.

The shop is done up in a slick, white boutique style, which somehow feels quite pristine and soulless rather than the girly dressing-up-box expected. While there is undoubtedly a fantastic collection of vintage, including many designers – think Ossie, Biba, Halston- prices are high (£200 upwards to buy, £60+ to hire a dress). The vintage range is accompanied by Lucy in Disguise own-brand goodies such as T-shirts, candles or laptop covers, which feel oddly misplaced amongst the glamorous gowns, coats and accessories and can’t be of much appeal to any vintage lover.

On the upside, staff are lovely and most helpful, and the downstairs salon, which offers Illamasqua make-overs and a ‘dry’ hair boutique (£25-£55) looks promising. However why anyone would rent a no-name vintage dress for £60 when plenty of London vintage shops sell equally stunning items at the same price remains to be seen.

Lucy in Disguise 
10 Kings Street
Covent Garden

Nearest Tube: Covent Garden, Leicester Square
Google Map

Open: 11am-7pm Mon-Wed; noon-6pm Thur-Sat; 11am-8pm Sun


  1. Helen Smith

    Yep think your right no one wants to spend £60 on a dress hire when Rokit, Beyond Retro and Soho Vintage all have great dresses to buy at that price!

  2. Kent

    Hmmm… a love of vintage is evident and the clothes are in nice condition, but this prices itself out of the market. Also there isn’t the sense of rummaging around to discover a treasure. I prefer Sheila Cook’s place off Portobello.