All eyes turn to the capital this month as London Fashion Week (19th-23rd February) showcases the latest from British and international designers. But while the fashion elite descend on Somerset House, there's a hidden gem of curated collections, independent talent and sartorial style waiting to be discovered at Plymouth’s Royal William Yard.

The historic waterfront destination is fast becoming Plymouth's fashion hotspot, where two exceptional independent boutiques are rewriting the rules on what regional retail can offer. Between them, Identity Fashion and Pebble cover every base – from womenswear and menswear to childrenswear, accessories, jewellery, footwear and sustainable luxury pieces.

It's a fashion destination that rivals anything the capital has to offer, wrapped in the character of Grade I listed naval architecture and brought to life by personal service, and an astute eye for contemporary style that makes customers look and best their best.

A complete fashion experience

Identity Fashion, the brainchild of designer Deni Avramova-Bastable, has been a fixture at the Yard for 10 years. The boutique has built its reputation on exclusive, limited-edition pieces designed for self-expression – clothes with personality that stand the test of time.

Many pieces are designs created specifically for Identity Fashion – often one-offs that customers won't find anywhere else, created to be treasured and worn for all occasions.

Recent months have seen the brand expand its offer significantly. Menswear has joined the collection – including FLEXX Amsterdam menswear – bringing the same considered design and quality craftsmanship to a male clientele seeking something beyond the high street.

The boutique has also partnered with Dart & Grey, a Devon-born sustainable luxury brand that's turning heads in fashion circles. Dart & Grey champions the circular economy through cross-sector collaborations that transform surplus manufacturing materials into high-end fashion. It's luxury with legacy – timeless, elegant designs that carry the story of their origin materials while pushing the boundaries of what sustainable fashion can be.

For those seeking statement accessories, Identity Fashion delivers with carefully chosen jewellery, bold bags and pieces that elevate any outfit from ordinary to extraordinary. It's the kind of curation that takes knowledge, experience and an eye for the exceptional – qualities Deni and her team have in abundance.

New arrivals at Pebble

Just steps away in the Arcade, Pebble has made waves since opening last autumn. The Cornwall-grown boutique, founded by Zoe Groom, brings a thoughtfully curated collection of womenswear from homegrown and sustainable brands.

Chalk's beautiful textures and considered designs sit alongside One Hundred Stars' stunning kimonos, Ichi's Scandi-cool aesthetic, and Merry People boots as featured in Elle and The Guardian. There's Lucy Kemp silver jewellery from Hayle, carefully selected fragrances and accessories – each piece chosen with Pebble's values of craftsmanship, authenticity and considered design at heart.

Pebble's latest addition is where the boutique shines even brighter. Little Pebble has arrived – a dedicated space for amazing baby and childrenswear that's as stylish as anything the adults get to wear. Think mum and mini-me fashions from brands like Merry People, Mini Chalk, Bon Bon and Bob & Blossom, alongside toys, gifts and accessories. It's proof that great design knows no age limit, and that getting dressed should be fun at every stage of life.

Beyond the big brands

What sets Royal William Yard apart from typical shopping destinations is the emphasis on independent businesses, unique finds and personal service. Both Identity Fashion and Pebble operate with purpose; creating warm, welcoming spaces where customers receive genuine styling advice, discover exclusive pieces, and feel valued.

Identity Fashion's team is trained to give professional styling guidance, helping customers look and feel their very best. At Pebble, the family-run ethos – Zoe's mother, mother-in-law, daughter and step-daughter all work across the sites – creates an accessible, inclusive atmosphere.

The boutiques also champion values beyond the transaction. Pebble supports local communities through sponsorship of an under-16s girls' football team and breast cancer awareness events. Dart & Grey, available at Identity Fashion, sets a new standard for sustainable luxury fashion through its innovative use of surplus materials – echoing the ethos of sustainability that Identity Fashion has always supported. These are businesses making a difference while looking incredibly good doing it.

A destination worth the journey

While London Fashion Week celebrates the spectacle of the runway, Royal William Yard offers something equally as impressive; accessible, wearable fashion with soul. It's where you can dress yourself from head to toe in quality pieces, outfit your children in gorgeous miniature fashions, discover sustainable luxury, and support independent businesses all in one spectacular setting.

The Yard itself is a fitting backdrop – this 200-year-old collection of Grade I listed military buildings are surrounded by water on three sides with incredible views and much to do and discover. It's a destination that combines the best of heritage, independent retail, restaurants, bars, and a packed events calendar.

So while the fashion world focuses on London this week, those in the know might just find themselves drawn to Plymouth instead, where the style credentials are every bit as strong, the curation just as careful, and the experience entirely personal.