London's Savile Row to be safeguarded by council

Westminster City Council has introduced a ‘special policy areas’ policy to protect some of the most historically and culturally significant parts of London including Savile Row.

The new policy means that Savile Row, the home of bespoke tailoring, along with Mayfair, Harley Street, St James’ and Portland Place will be protected under new measures from Westminster City Council to reject planning proposals which threaten the character of some of the city’s most iconic attractions.

The move comes as the council seeks to protect specialist traders and prevent an invasion of global brands which threaten to change the make-up of some of the capital’s most recognisable streets, all with their own rules. For instance, Savile Row protects tailoring, while in Mayfair the plans protect art galleries, antique traders and niche retail, and in St James’ private members’ clubs, art galleries and niche retail.

For Savile Row, the new policy means that it will be harder for developers and landlords to dilute the areas’ distinctive character by allowing chain stores to force out smaller independent businesses. This move comes after the area came under fire in 2012 when Abercrombie and Fitch controversially opened a kidswear store on the street.

From now on all new stores on Savile Row must trade in “bespoke tailoring uses”, “sell bespoke, unique, limited-edition or one-of-a-kind products”, and ensure that they are “complementary to the character and function” of the precinct.

Savile Row to be protected by ‘special policy areas’ ruling

Westminster City Council deputy leader and cabinet member for the built environment, Cllr Robert Davis, said: “Like a good suit, planning policy should be made to measure. The 17.5 million people who visit London each year come to experience our capital’s distinctive character. It’s unthinkable that world renowned destinations such as Savile Row, which is synonymous with quality tailoring, could become indistinguishable from any other high street around the world.

“Our historic tailors and art traders are coming under intense pressure from other disparate uses eager to rent in the area. We are using our powers to protect some of the capital’s most valuable assets and create environments where specialist traders can thrive. Special Policy Areas will ensure we retain and nurture the world leading expertise that made these areas famous in the first place.”

Gieves and Hawkes chairman, Mark Henderson, added: “I’m pleased that Westminster City Council have taken action to protect specialist traders on Savile Row. As one of the area’s oldest tailors, we’re proud of our road’s unique status, which attracts the best talent and brings us clients from across the world.

“It’s a reputation that has been built through 100s of years of history and combined experience which makes our trade truly irreplaceable. It would be a disaster if all that heritage were lost and the tailors lining our road today were replaced by retailers found on every high-street in the country. Special Policy Area status will help ensure we remain home to the world’s finest bespoke tailors.”

Image: Gieves and Hawkes