The fashionable neighborhood of Palermo, particularly the area known as Soho, is where the latest fashion and design trends are presented. The "''sub-barrio''" of Palermo Viejo is also a popular port of call for fashion in the city. An increasing number of young, independent designers are also setting up their own shops in Bohemian San Telmo, known for its wide variety of markets and antique shops. Recoleta, on the other hand, is the epicenter of branches of exclusive and upscale fashion houses. In particular, Avenida Alvear is home to the most exclusive representatives of haute couture in the city.