in London, loosely defined area in the boroughs of Westminster (Westminster, City of) and Kensington and Chelsea. Because many of its neighbourhoods and retail districts are among the more affluent of the metropolis, the West End is considered the fashionable end of London. For centuries it has been known for its royal palaces, parklands, government offices, mansions, and exclusive shopping districts—in contrast to London's more industrial and blue-collar East End. Among the neighbourhoods of the West End are Mayfair, St. James (Saint James), Belgravia, Knightsbridge, and the environs of Kensington Palace.