Step into a summer of style at Icon Outlet

This summer, we’ve got you covered.  Stay on trend for less with premium brands at up to 70% off every day plus fun for all the family.  Read on to start planning your summer.

Shopping at Icon Outlet this summer isn’t just about offers and brand new SS19 collections, we will be bringing you some brand-new experiences for the ultimate family day out in London.   From our exclusive chill out lounge and style sessions to kids’ activities, make sure a visit to Icon Outlet is in your summer plans.  Follow our social channels and visit our website to make sure you don’t miss out.

Chop Chop London, the London hair experts, will be styling it up in the mall, offering complimentary 20-minute hairstyling sessions, so you can rock curls, braids or a sophisticated ‘up-do’ at no cost. Simply turn up to bag a slot and see your hair transform before your very eyes. Remember to share your brand-new style using and tag us @iconattheo2.

Make sure you check out our Chill Out Lounge in the centre of the mall.  It’s the perfect spot to take a break from shopping while listening to some summer tunes.  Our events page will show full details of when superstar DJs will be taking to the decks for Summer Lates live sets, including Sarah Akwisombe (@sarahakwisombe) and MTV presenter Harriet Rose (@iamharrietrose).  Party while you shop at our own little nod to Ibiza right here at The O2.

Our Style Lounge will also be in full swing to inspire your summer wardrobe whether you’re hitting the beach or dressing for the wedding of the year. This dedicated space will also host a series of style talks, which are not to be missed, featuring TV personality Nicky Hambleton-Jones and influencer best-friends Jess Shepherd & Sam Gray (@coppergarden and @samgraystyle), who will be offering tips and insights on must-haves for your holiday wardrobe and perfect packing.  Watch our events page, for all the latest ICON Outlet fashion updates.

And if you’re hitting the shops with little ones in tow over the summer holidays, make sure you stop by the kids’ crafting stand in the Chill Out Lounge where they can express their inner artists making their own special take on festival headdresses.

July 10, 2019

Posted In: Style

Top summer picks for under £50

If you’re looking for something special for you or a loved one, then our additional summer sale offers are just perfect for you. We’ve pulled together our top picks from our huge range of stores throughout Icon Outlet at The O2 here on the blog, so your mood (and bank balance) stay as sunny as the weather.

In menswear, the ever-popular Ted Baker has this Twinnie shirt available in navy, crafted from lightweight cotton with a modern leaf print, it’s the perfect look for a summer barbeque or relaxed evening out, WAS £50, NOW £35.

And the offers don’t stop there, gents.  Are you ready to add a touch of ‘Aztec’ to your wardrobe? Nail this on-trend look with this structured shirt jacket from Scotch and Soda, WAS £139.95, NOW £45 perfect for layering over a t-shirt and jeans for the ultimate in laid-back, casual, style.

Champion of modern American sportswear, GANT, also has some fantastic offers available across men’s and womenswear.  For chaps, the Solid Pique SS Rugger, WAS £60, NOW £42, is a much-loved classic among preppy dressers, while ladies will love the ‘go-to’ Cotton Crew, WAS £75, NOW £45.

Not forgetting accessories, for fabulous footwear, Dune London has some unbeatable offers with ladies’ Glossy loafers in pretty pastel shades, WAS £85, NOW £24, and Gardenia mules – bang on trend! – WAS £80, NOW £24.

Lead and Ball is offering some super-stylish sunglasses to help you look cool, calm and collected in the summer sun!  Check out the Campania Editions sunglasses and clear lens frames, WAS £75, NOW £37.50.

We’ve got you covered when it comes to the best offers this summer; stay tuned on the blog for our top picks under £20 coming soon.

July 3, 2019

Posted In: Style

Top summer picks for under £100

Have you checked out our special summer offers yet? Stores throughout Icon Outlet at The O2 have released additional savings for the sunshine season and we want to share the happy news with you.  After all, shopping is at its most enjoyable when you’re getting a good deal!

For fashionistas, Ted Baker has announced some amazing deals, such as the easy breezy Kallii dress, made from crisp cotton and featuring an asymmetric neckline and feminine lace cut-work trim, WAS £99, NOW £53.  Perfect for lazy, hazy summer barbeques or holidays abroad.

And speaking of holidays, be sure to stop by Rolling Luggage to update your valise for your vacay! You can fit loads of outfit options in the Herolite Spinner (74cm).  It’s durable, lightweight, manoeuvrable, and amazing value, WAS £90, NOW £72.  For funky travellers, the Soundbox Spinner (77cm) features a playful circular design with contrasting matt and shiny surfaces and is expandable, secure and light; an ideal holiday companion! WAS £104, NOW £83.20.

When it comes to updating your summer wardrobe Scotch & Soda has you covered with some fabulous offers, like these stylish trousers, bang on this season’s beige trend and featuring tropical detailing, WAS £144.95, NOW £80.

And for special occasions, James Lakeland has an array of dresses to choose from, including this stunning blue wrap dress, which embraces both floral and animal print trends in one stylish package! This eye-catching dress is available in blue or pale pink, WAS £249, NOW £99.

A raft of seasonal summer discounts await throughout Icon Outlet at The O2, so it’s the ideal time to visit and find your top picks for the holiday season.  Watch this space for our top picks for under £50 coming soon!

June 27, 2019

Posted In: Style

Daddy Cool

Grab your chance this Father’s Day to say thank you to the father-figure in your life and show him just how much he means to you.

Icon Outlet at The O2 has all sorts of fantastic Father’s Day gift ideas, and all at up to 60% off; it really is the ultimate destination for choosing the perfect pressie.

For personalised Father’s Day presents, Aspinal of London’s luxury gifts for men includes a beautiful array of wallets, bags and document cases.  For that extra special touch, complimentary personalisation is available in-store from 6th-16th June, so you can get dad’s initials embossed to make him feel really spoiled.

If your dad enjoys a smart shirt or a sharp tie, then Hackett, Moss Bros, and Brooks Brothers are all well worth a visit.  There is a multitude of styles, designs and colours to choose from, so you’re sure to find the perfect match for your dad, whether he’s a natty dresser with an eye on the latest trends or a corporate suit-wearer always looking his best – and all at fantastic outlet prices.

For the more casual gifts for dads, Crew Clothing’s fabulous selection of polo shirts is sure to hit the spot! From classic cotton to the soft jersey, plain, striped or embroidered, and in a spectrum of colour choices, your dad will be set for the summer season with a couple of these beauties in his wardrobe – and all at up to 60% off!

If dad could do with a helping hand in the fragrance department, then make sure you stop by The Cosmetics Company Store to take advantage of their special Father’s Day offer of 25% off men’s fragrance from 1st-16th June.  When it comes to presents for men, cologne is a tried and trusted gift and, with loads of your favourite fragrance brands to choose from, you can’t lose.

Whatever gift you go for, we hope you enjoy a delightful dad’s day with the ultimate icon in your life.


June 13, 2019

Posted In: Style

Style Your Inner Superstar

Our on-site personal stylist is back for Easter weekend, so why not take advantage of free professional style advice to update your wardrobe or refresh your look!

Outlets are the best shopping destinations for fashion that stands the test of time, as you can pick up quality premium brands at significant discounts, so your chosen clothes will last, season after season. Carlene, who heads up our styling team from Stylists & Shoppers, knows what she’s talking about, having worked the Marie Claire fashion pages and been an in-house personal shopper at Selfridges.

Carlene said, “I like to shop for longevity and choose classic, quality pieces that I know I’ll wear time and again, with perhaps a trend piece in between as a nod to the season. Choose colours that suit you rather than trend colours and you know you’ll get fashion that lasts.”

Carlene and her colleagues will be at Icon Outlet at The O2 from 19th to 22nd April offering style and beauty advice on dressing for your body shape, complexion and personality. Update your style with some new wardrobe staples; it’s important to choose pieces that are right for you, not just right for seasonal trends.

Our personal styling experience allows you to pre-book and share details on exactly what you want to get out of your session. Whether it’s finding the perfect ensemble for an impending wedding, a new outfit for a hot date, or just advice on what to wear to suit your figure, Carlene and her team can help. You can even let them know your budget so they can help you find what you want at the price you want to pay.

As a local and a lover of shopping, Carlene speaks from experience, “I love shopping at Icon Outlet as it’s the perfect place to find quality pieces that you can wear through the seasons. My latest bargain was a gorgeous green coat in Hobbs that was reduced from £329 to £99. I chose it because I know the colour suits me and having worn it loads through early Spring, I know I’ll go straight back to it when autumn kicks in. I’ve also found a new favourite pair of shoes in Dune and some classic sunglasses in Osprey, and all at outlet prices!”

Don’t miss your chance to get free, professional style advice at Icon Outlet at The O2 this Easter weekend.

April 16, 2019

Posted In: Style

Indulge Your Superstar Self This Easter

Indulge your superstar self at ICON Outlet at The O2 this Easter, with all sorts of fun, family and fashion activities to enhance your style and wellbeing, plus don’t miss your chance to win fabulous prizes in our Easter competition!

Our personal stylist and shopping service is back by popular demand, with an on-site stylist ready and waiting to hear and solve your wardrobe woes. Are you stumped by the new season styles? Or can’t wait to jump into spring and grab S/S19 trends with both hands? Whatever your clothing cravings, our stylist will listen, digest and inform you with her on-point fashion insights before taking you around Icon Outlet at The O2 to find the pieces that perfectly meet your needs. Whether it’s the perfect wedding outfit from Hobbs or Phase Eight, or a fresh date night look from Levis or Karen Millen, book your free personal styling session here. <>

Especially for Easter, don’t miss our Reveal to Win giveaway for your chance to win fabulous prizes*. Pick up your Reveal to Win card with any purchase in Icon Outlet at The O2 and scratch to win one of hundreds of prizes! All sorts of wonderful goodies are on offer including Lindt bunnies, Icon Outlet at The O2 shopping vouchers, Michael Buble or Hugh Jackman show tickets and many more! You can play as many times as you like** and if you don’t win, simply register your Reveal to Win card at Guest Services for your chance to win the star prize – £500 of ICON Outlet at The O2 vouchers!

For families visiting Icon Outlet at The O2, why not keep the kids happy with a stop-off at Build a Bear where there will be Easter Bunnies aplenty to be created in-store by your kids. It’s the perfect extra-cuddly Easter treat – and it lasts longer than a chocolate egg!

If you’d rather supplement your shopping trip with a bit of R&R then don’t miss our on-site wellbeing centre The Hour. It offers the ideal opportunity to rest shop-weary feet by indulging in a bit of yoga or a stretching class. If it’s your mind you want to metaphorically massage, then The Hour’s mindfulness sessions can offer a touch of serenity in a hectic world. Of course, as wellbeing incorporates so many elements, you can even join a HIIT class at The Hour, to relieve stress and tension through exercise, before indulging in a bit of retail therapy in our outlet stores. Sessions are bookable here or drop in to see what’s available. The Hour is located on upstairs opposite Gentleman’s Barista.

With all this as well as up to 60% off across stores, what are you waiting for? Visit ICON Outlet at The O2 this Easter Bank Holiday Weekend!

*200 x £5 ICON Outlet gift card, 50 x £20 Icon Outlet gift cards, a pair of tickets to see Michael Buble, a family ticket to see Hugh Jackman. The Man. The Music. The Show, a family ticket to climb Up at The O2, 48 x Lindt 100g Gold Bunnies, 5 x pairs of River Bus tickets, 500 x hot cross buns

**One Reveal to Win card will be awarded with each purchase in Icon Outlet at The O2 from 19th-22nd April inclusive while stocks last.

April 16, 2019

Posted In: Style

Feel like an Icon at the new pop-up wellbeing hub

Feel like an icon at our latest pop-up venture and wellbeing hub ‘The hour’. Focused on embedding wellness into every day The hour is offering a range of classes from yoga and mindfulness to more intensive HIIT classes, for customers to book in some time for themselves.

The hour believes that wellbeing should be something of a habit, working with businesses as well as individuals to weave wellbeing practices into everyday life. Go with the flow with one of the yoga classes to feel lighter and be more open or declutter your mind with one of the mindfulness classes, whether it’s a quick fifteen-minute session on your lunch break or thirty minutes after work to give you some clarity at the end of the day. If you’re after something that’s going to get your heart racing, then look no further than the HIIT classes. The high-intensity interval training class really packs a punch.

The hour work with both businesses and individuals to devise a wellness plan that’s personal and most beneficial to that individual or organisation, forming a culture of wellness rather than a quick fix.

Founder of The hour, Jazz Sandhu, says; “Icon Outlet at The O2 is a fantastic new destination for locals and tourists, and we are thrilled to be bringing our pop-up studio to this new North Greenwich hot spot. We believe embedding wellbeing into everyday life should be a crucial part of everyone’s daily routine, and we look forward to working with Icon Outlet at The O2 customers to achieve this.”

Book your next class at

March 29, 2019

Posted In: Style

Hackett London launch ‘Made in Japan’ collection

Men’s formal wear with a Japanese fusion. Intrigued? Us too. Hackett London is bringing a taste of Japanese craftsmanship to its collection. Fusing Japanese production methods and British styling, the range is said to create “a marriage of sartorial elegance”.

Partnering with factories in Japan, Hackett has produced a limited edition collection made by Japanese artisans using meticulous hand work. This exciting ‘Made in Japan’ collaboration has been created by Hackett carefully selecting the most highly regarded manufacturers and craftsmen to ensure impressive attention to detail throughout the collection.

Each piece is made using traditional methods of production that are only available in limited regions of Japan. The range includes a simple and beautiful range of shirts, denim and chinos.

  • Selvedge Shirts; made with a signature dyed-yarn weaving technique with over 200 years heritage.
  • Selvedge Denim; produced in the Mecca of denim production in Kojima district in the Okayama prefecture. The garments are created using a series of techniques, including hand cutting, machine stitching, rope dying, hidden riveting and protected colourfast treatment. All stitched together using a Vintage Union Special Sewing Machine.
  • Selvedge Chinos; Made in the Kojima district of the Okayama Prefecture; Japan’s district of craftsmanship and manufacturing. These pieces are rope dyed with slub yarn selvedge fabric with a vintage loom then carefully cut by hand and stitched together using a Vintage Union Special Sewing Machine.

Head to Hackett London at Icon Outlet to see the ‘Made in Japan’ collection, and to invest in global fashion without the high street price tag. We look forward to seeing you soon.

March 25, 2019

Posted In: Style

Brooks Brothers opens at Icon Outlet

Brooks Brothers have opened their second London store at Icon Outlet this week. We’re excited to welcome America’s oldest clothing retailer.

Founded in 1818, Brooks Brothers is the original authority on American style, offering stylish modern clothing and fresh takes on heritage designs for men, women, and kids.

The feel of the store perfectly reflects the heritage of the brand, and shoppers can expect to find timeless classics at a significant discount from the high street.

The menswear range features signature polos, shirts and chinos, whilst the women’s wear collection includes weekday essentials, spring sweaters and statement jewellery. Check out their website to view the full collection.

Brooks Brothers join Cheaney Shoes, Gant, Hackett London, and Aspinal of London, and over 40 other premium brands. Icon Outlet brings outlet shopping to the Capital, with significant discounts on high street prices.

March 25, 2019

Posted In: Style

Icon Outlet; the destination for Menswear this Spring

With many brands launching their Spring and Summer collections in the coming weeks, Icon Outlet is the perfect destination to view the full spectrum of Menswear for 2019.

From formal suits and exquisite tailoring to activewear and the comfiest around town weekend wear, we’ve got every occasion covered with up to 60% off high street prices. With all of your favourite brands under the world-famous roof of The O2, we’re excited to be your one-stop-shop for the most stylish Spring and Summer yet.

Between 23 February and 3 March, many of our leading menswear brands will be offering further exclusive discounts and promotions on top of outlet prices. Check out the list of retailers below who will be partaking in this exciting menswear promotional period, and visit the What’s On page for details of the specific brand promotions you’ll find in store.


  • Calvin Klein
  • Jack Wills
  • GAP
  • Tommy Hilfiger
  • G-Star Raw
  • Levi’s
  • Pepe Jeans London
  • Asics
  • Skechers
  • Crew


  • Hackett London
  • GANT
  • Remus Uomo
  • Moss Bros
  • Brooks Brothers
  • Joseph Cheaney & Sons


  • Moleskine
  • Sunglass Hut
  • Indulge fragrances
  • Clarks
  • Dune London
  • Kurt Geiger
  • Scotch & Soda

Whether you’re a total shopaholic, or just want it over and done with, you’re bound to find what you’re looking for at Icon Outlet. And with up to 60% off high street prices, what are you waiting for?


March 24, 2019

Posted In: Style