Antipodean allure: The Dayrooms is a dreamy showcase of Australian and LA fashion and lifestyle labels on Westbourne Grove
The Dayrooms landed in Notting Hill in 2016 with a double-storey boutique on popular shopping row, Ledbury Road. The fashion and lifestyle edit is a who’s-who of popular Australian brands, previously unavailable in London. “We saw a niche in the market, having travelled to Bali and Australia and finding all these amazing Aussie brands that weren’t stocked in London,” says Aytan Mehdiyeva, who co-founded the boutique with family friend Zumrud Mammadova.
Mehdiyeva previously studied textile design at Central Saint Martins while Mammadova is an economics graduate – the perfect pairing of creativity and business acumen, injected with a zealous thirst for wanderlust.
The likes of Maurie & Eve, Alice McCall, Seafolly and The Jetset Diaries sit alongside lesser-known labels like MLM Label and Finders Keepers, in addition to candles and homeware from Damselfly and ceramics from Mud. The recently launched the ‘LA Invasion’, also brings a selection of coveted American brands to London for the very first time, including Privacy Please, For Love & Lemons and Lovers and Friends. Head here for laidback glamour that works as well on holiday as it does in the city.
As well as spotlighting Australian fashion in the capital, the light and airy boutique encapsulates the laidback allure of the land down under. Created by Trend and Fayre (the same interior design studio behind the equally chic Modern Society), soothing, natural tones are flourished with copper accents, paired with plenty leafy plants.
“There is an Aussie influence going on in Notting Hill already with Granger and Co, Bodyism and also FarmGirl Café,” continues Mehdiyeva. “We love the area too so thought it would be the perfect setting for The Dayrooms.”
There is also a chic Dayrooms café on Kensington Park Road that packs out on weekends thanks to its nutritious, Antipodean menu. Highlights include acai bowls; sweet potato and kale hash with avocado and gluten-free baja prawn corn tacos.