How Bruton in Somerset Became British Fashion’s Favorite Hideaway

Bruton, a town of fewer than 4,000 residents in Somerset, has undergone a marked transformation in the past decade, attracting some of fashion’s biggest names such as Stella McCartney and Phoebe Philo, alongside a wave of ultra–high-net-worth individuals trading London postcodes for countryside lanes, rolling fields and stone farmhouses.

That shift in the local demographic has helped fuel a boom in creativity and a thriving high street — the kind of environment that appeals to fashion creatives looking for a weekend that feels off-duty but still visually and intellectually stimulating.

At the center of that energy is The Newt in Somerset, the 2,000-acre working farm, hotel and spa that broke into the fashion conversation last year with a Burberry summer takeover. The property has 42 rooms spread between Hadspen House, a Grade II listed Georgian manor, and the more secluded Farmyard, as well as various dining options built around sustainability and regenerative farming.

A short drive away, Merlin Labron-Johnson’s Michelin-starred restaurant Osip sets the tone for how the town eats now, while galleries like Hauser & Wirth and a growing group of local makers turn Bruton and neighboring towns into a walkable, real-life mood board for anyone looking for fresh ideas.

“I think the magic of Bruton is that it’s what people imagine quintessential countryside looks and feels like,” said Labron-Johnson, who earned its first Michelin star in 2021 just eight months after opening Osip with a focus on vegetables grown on a nearby farm.

“Rolling hills, beautiful architecture, apple orchards, and peaceful dairy cows grazing away. In addition to that, it is easily accessible by train from major cities and even by plane, as Bristol airport is only an hour away,” he added.

“Bruton has all the hallmarks of a bucolic country village, but with the cultural sophistication of a modern city. This allows space for galleries and restaurants like Osip to exist alongside more traditional establishments connected to cider production, agriculture and cheesemaking. The high street has a great collection of small independent shops too,” Labron-Johnson continued.

For a weekend itinerary, he recommended exhibitions at Bo Lee and Hauser & Wirth; a trip to Westcombe Dairy on a Saturday “to see the beautiful shop, bakery and flour mill”; a beer and plate of charcuterie at the Woodshedding beer hall; a walk at the Stourhead estate; breakfast or lunch at The Old Pharmacy; and dinner at Osip, which has just launched a new, weekly changing three-course menu.

“For a relatively small area, this corner of Somerset has an embarrassment of riches when it comes to creatives living, creating, collaborating and exhibiting their work,” observed Atsushi Hasegawa, head of creative at The Newt, who led creative concept at Clarks for eight years before joining in 2020.

“Bruton has a long-held cultural cache, arguably since Hauser & Wirth set up shop at Durslade Farm, but also very visible on the high street, in the smaller galleries and on display through shop windows,” he added.

Hasegawa points to The Newt’s podcast as one way into the local scene. The series regularly highlights voices from the wider Somerset community, from soil-health guru Charles Dowding to therapist Julia Samuel and Financial Times chairman John Ridding.

“Somerset is by its very nature connected through the relationships between its people, places and enterprises. It‘s very difficult to operate within a bubble in this county,” he continued, noting that the estate’s farm shop is a prime example of those ties.

“Even as a productive estate, there are limits to what we can grow and make ourselves, so the next best thing is sourcing makers from the local area who share our values. This allows us to keep our food miles low and support Somerset’s business community. We partner with some brilliant brands, such as Bristol Fungarium, Bruton Chocolatiers, and The Chocolate Society. Being in the West Country, which is dairy country, we are also surrounded by world-beating cheesemakers,” said Hasegawa.

In addition to farming, The Newt leans heavily into craft, working with a roster of local and regional artisans on botanical printing, willow weaving, flower-hammering, and more.

“Our talent pool has grown organically with the estate as we’ve expanded and branched out,” said Hasegawa. “Some craftspeople have been working with us since the beginning, like Tom Trouton, who runs our dry stone-walling workshops and has built dry stone walls for us across the property.”

Bruton’s rural setting also helps artists who’ve relocated here “reduce the background noise” during the creative process.

“A sense of perspective is essential to thriving in life. One of the best places to gain that perspective is out in the woods, breathing in the scents of the woodland species, gazing into one of the water features until you lose all sense of time, or dozing in the wildflower meadow with a picnic — these are the things that bring us closer to a sense of space and our place within it,” he said.

The wider context adds another layer. Somerset’s landscape and mythology — from Arthurian legend and pagan traditions to Christian stories — sit alongside contemporary culture. “The landscapes, the history and the creative network of events like Glastonbury Festival all combine to support a thriving artistic community. There’s inspiration everywhere,” Hasegawa said.

Beyond the estate’s boundaries, Hasegawa singled out The Newt’s closest market town, Castle Cary, as a must-visit, in particular Pithers Yard, a cluster of former cottage-industry buildings reimagined as studios and workshops.

Notable tenants include garden designer Lottie Delamain, photographer Dave Watts, sculptor Charlotte Austin, charcoal artist Tom Baskeyfield, videographer Tom Wade, land-based artist Lotte Scott, web and graphic designer Mark Matcham, and fashion designer and organic bulb grower Bonita Newby.

“This ancient market town with its authentic high street, independent shops and vibrant community engenders the old English spirit of creativity, innovation, industry and imagination,” Hasegawa said. “Venture into Pithers Yard and you will find yourself in a cobbled courtyard, an area of historical cottage industry, the ghosts of which seem to echo off the golden ‘Cary stone’ workshop buildings encapsulating the space.”

This summer, an all-female artists’ show is also planned on the site of an old horsehair factory in Castle Cary, supported by developer James Camm and contemporary art curator Laura Long, further showcasing the region’s creative momentum.

For London-based fashion creatives planning a first Bruton weekend, Hasegawa’s advice is to treat nature as the main brief and build out from there.

“Nature makes excellent food for thought for creatives. I’d say get into the woods, get amongst the plants, pay attention to the little details, all of which you can do at The Newt. Maybe join one of our creative workshops,” he said.

The town itself provides additional layers of visual and historical reference. “When it comes to Bruton, you can find artistry in many places, even if it isn’t obviously fashion-related. The church yard, masonry on ancient buildings, and window displays along the high street. Absorb it all,” he added.