Stars reveal their secret London boutique shopping tips

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IF YOU’VE ever wondered where Peaches and Alexa get their clothes from or where celebrity chefs go to get their cakes then a new guide to trendy London may give the answers.

Among the secrets revealed are that Alexa Chung hits Start Boutique in trendy Shoreditch to stay looking the part of rock star girlfriend.

Uber-cool chef Tom Aikens reveals he has a secret sweet tooth and heads to Jane Asher Cakes, in Chelsea Green, to pick up treats from Paul McCartney’s former girlfriend.

And in what will be a slightly embarrassing revelation for saucy underwear label Agent Provocateur Pearl Lowe, mother of the star of their latest campaign Daisy, reveals she prefers her smalls from Coco De Mere in Covent Garden.

The secret locations where London’s fashionistas, Michelin-starred chefs, models, musicians, artists and writers stay one step ahead of the crowd are leaked for the first time on a new guide which champions the little man over the high street giant.

The “unchained” guide has spoken to stars, including Peaches Geldof and Jasmine Guinness, who eschew the high street and favour independent shops in the capital.

Talking about shopping off the beaten track rock chick mum Pearl said: “After buying my first vintage dress from Portobello Road in 1995 I caught the bug and since then I’ve hunted down some of my favourites in London’s undiscovered independent shops.”

Michelin-starred chef Tom Aikens, who has two London restaurants said: “Independent shops help areas retain their individual charm. 

“Often business rents and rates become too high for a small independent retailer to survive which is why it is so important to support them. 

“I am a firm believer that local shops boost the local economy, provide genuine choice and are a good environmental option.”

The guide reveals that fashion photographer Rankin heads to Aria in north London for interior design and Sefton in Islington for clothes.

Absolute Vintage in Brick Lane and Shock and Soul Vintage in Angel prove to be hits with Peaches Geldof while indie/electro band New Young Pony Club find their inspiration at Haggle Vinyl and Flashback Records in Essex Road. 

Meanwhile, model Jasmine Guinness reveals her favourite west London bookshop is Heywood Hill on Curzon Street, she said: "Incredible bookshop and hang out of the Bright Young Things.

“Let's make life more interesting and high streets look different - not the same!”

Unchained is aiming to help Londoners and visitors to the city leave the beaten track to uncover the best in ‘unchained’ shopping. 

Unchained’s Lea Simpson said “With the high street playing home to a number of recent celebrity endorsements, we’re delighted that London’s taste-makers are joining visitors to unchainedguide.com in recommending their favourite independent shops – our Unchained Heroes.”

For more information on the guide visit  www.unchainedguide.com and visitors to the site can also add to the list of Unchained Heroes by nominating their own favourite shops. 

Pics:London's cool boutiques

Pics:Stylish Londoners