Flares, please

If you think hanging out on a double-decker bus is something only rowdy schoolchildren like to do, think again. If you see a big, grey and purple bus on the streets, climb on board.

The London Fashion Bus, packed to the top deck with clothes by 30 of the capital's up-and-coming young designers, is the latest - and most exciting - way to shop.

It is the brainchild of 38-year-old Barry Laden, who co-owns the Laden Showroom in Brick Lane with his sister, Adele, a fashion designer.

They set up the showroom to boost the profile of young London designers and it already has a strong celebrity following. Jessie Wallace, Sophie Ellis-Bextor, Noel Gallagher, Jarvis Cocker and Victoria Beckham are all regular customers.

"People kept calling and writing from all over the country and abroad, wanting our clothes, so first we set up a mail-order business," explains Barry, as we chat on the back seat of his bus as it weaves its way through the London traffic.

Still, the couple felt they weren't reaching enough people. "So I decided to get a bus, then we could travel all over the country, giving our designers a wider audience."

Within a couple of days, Barry bought a second-hand double-decker and had it renovated. It's now fitted with surprisingly spacious fitting rooms, booming stereo, mirrors and rails of clothes, and first hit the road last month. Although the official launch isn't until 20 August, the road-test has been a roaring success.

"The reaction has been amazing," says Barry. The only problems have been with overzealous parking wardens. The bus stops, for two hours at a time, five times a week, in Soho Square, Covent Garden and Camden.

The bus also makes regular excursions to the suburbs, including Kingston, Greenwich, Barnet and Croydon.

A team of quirkily dressed assistants stand on the pavement handing out leaflets; girls slow down, peep inside and gingerly step on. Before long they are happily rifling through the brightly coloured items.

The best-selling designer on the bus is Sonia Au-Yeung, whose ruched, flower applique dresses (£45) and tops (£30) always sell out. Other popular items are Quontum's printed skirts (£38), Debbie Little's khaki parachute-silk halterneck tops (£59) and a hand-pleated miniskirt (£76) by Romeo Pires.

For men, there is a good range of funky T-shirts from £24 and customised ice-hockey shirts by Red Mutha for £39. There is even an ultra-cute range of baby-wear, with printed T-shirts and Babygros for £16.

"It's a fantastic idea," says Liz Clark, 27, a PR from Battersea who has jumped on board during her lunch break. "The stuff here is really unusual, it's like going to Portobello Market without having to wait for the weekend.

"It's a great way for new

designers to get their clothes seen by people." Her friend, Charlotte Harries, a 25-yearold marketing assistant from Greenwich, is looking at the printed skirts by Quontum. "We saw the bus and were curious, so we had to come in," she says. "It's just a brilliant way to shop."

The Laden Showroom (020 7247 2431). Visit www.london fashionbus.com for details of the bus's itinerary.