Zara dubbed best high street fashion brand

From the London Fashion Week front rows and celebrity style

icons to the fashionista on a budget, high street retailer Zara is by far the most popular choice when its comes to affordable fashion.

According to the Guardian, Zara is now everyone who is anyone's favourite high-street fashion label. The Spanish retailer's newest and smartest London store opposite the M&S flagship on Oxford Street, is a notably different shopping experience from any of its Oxford Street competitors.

The music is quiet and anonymous. There are only few images of models wearing the clothes and no advertising. Instead, what strikes are the endless mirrors. The atmosphere is less about a social experience and more akin to being inside an enormous, upmarket walk-in wardrobe.

It is the perfect environment for a store such as Zara, whose success is built on understanding the shopping impulses of the customer.