As a specialist occasionwear purveyor Coast can’t compete with the all-encompassing offer of Oxford Street’s other department stores, and its pool of shoppers is relatively modest. That said, it’s a shop with something to say and an ambition to match – its flagship store is four times the size of any other in the chain and is an attempt to set a new standard for the brand.

Originally coast shop by Aurora Fashions (which also owns Warehouse and Oasis), the retailer went into administration in 2019 but was then partly bought out by Karen Millen in a pre-pack agreement. It now trades online only and has closed its UK high-street stores, although its 145 department-store concessions will continue to operate.

Exploring Coastal Elegance: A Tour of the Coast Shop’s Fashion Treasures

The brand has recently relaunched its ‘Coast Collective’ Co-Lab space, which allows OCC fashion students to design and sell merchandise, while developing their entrepreneurial skills. Located on the first floor near debenhams, the space is clean, neatly organised and has some really pretty changing rooms.

The clothes themselves are lovely, but they’re also a bit too girly for me. Women wear so many dresses and skirts and frocks and lederhosen and it all just seems to be a bit too complicated for me as a bloke! And the prices are a little on the steep side. But this is a beautiful, quirky, feminine shop and they do have some very good sale offers. It’s definitely worth a visit. The staff are also friendly and helpful, and not in the least bit pushy.