A bit like with the other super-cool store we reported on, Bettina in Athens, don't be put off by the name (which does have a high 'WTF' factor), because Austrian based Soup&Fish is about as 'concept' (in a good way) as online retail gets: they sell a well-edited selection of brands like Walter van Beirendonck, Viktor & Rolf, Haider Ackermann, Bernard Willhelm, Martin Margiela, and Ute Ploier.
This sort of intelligent, 'avante-garde' fashion presented on a blissfully simple website couldn't be a further cry from the retail hell and vulgarity (oh, how we've always wanted to use that word) of the London sales, but it's infinitely preferable - even if a lot of the stuff is somewhat 'challenging' to wear. Here are some of Hapsical's top concept picks:
Above: Viktor & Rolf jacket, Pelican Avenue trousers.
Below: Martin Margiela 'trompe d'oeil' vest, Saskia Wendland skirt