About Us

Hi—we're James and Claire Whitmore, the couple behind The Serene Styles. Tucked just off Oxford Road in London, our shop is where our love for style, comfort, and individuality comes to life.

We started The Serene Styles with a simple idea: fashion should feel good—on your skin, in your mind, and in your heart. Whether you're dressing up for a big moment or just pulling together something easy and effortless, what you wear should reflect you.

Our Story

Claire has always had an eye for timeless pieces with a modern twist, while James brings a practical love for smart, well-made clothing. Together, we've created a space where every piece we offer has been thoughtfully chosen—nothing rushed, nothing loud, just quietly confident fashion that feels lived-in and real.

Style Meets Comfort

We believe looking good shouldn’t mean feeling uncomfortable. That’s why every piece in our shop blends simple sophistication with easy wear. You’ll find high-quality items that fit beautifully, feel great, and stand the test of time.

Fashion with a Conscience

Sustainability is at the heart of what we do. We’re careful about the materials we choose and the makers we work with, always striving to reduce our impact on the planet. For us, great style means caring—about how things are made, who makes them, and what kind of future we’re shaping.

Come Say Hello

Whether you're a long-time local or just passing through, we’d love for you to pop in, have a chat, and explore the collection. The Serene Styles isn’t just a shop—it’s a reflection of our values: inclusivity, quality, and a love of personal style.

Thanks for being here.
— James & Claire