With simplicity mixed with style, the launch of the new Paul Smith shop in Borough Market brings a touch of his quirky take on fashion to the otherwise food dominated quarter. Unpretentious yet sexy, the venue projects the usual atmosphere that is Paul Smith: the charming collection of trinkets and nostalgia and the top of the line designer apparel. From fine wines and cheeses to luscious fruits and vegetables, Borough Market is one of London’s premier stops for the food enthusiast. This outpost of Paul Smith is perfectly placed for Saturday browsing.