Because there’s no place quite like the Great British high street – from its niche independents, to seasonal Pop Ups and those expansive yet elegant department stores – Because Magazine is on a mission to champion the bricks-and-mortar of London in all its glory. Each week, we’ll beeline to the rails of our favourite retailers to scope out the must-have pieces and in-store exclusives that are more than worth making an effort for.


An independent venture formed from the friendship of Linda Bennett and Jo Ogden, Fitzrovia’s atelier 75 has been a new, little jewel on the retail scene for the last year. 

Boasting a multi-brand curation of British, European and Japanese womenswear – with its mission to find the best in fine craftsmanship, natural fabrics and purist fashion – we were keen to snoop around in good time for warmer climes. But, where to start? Here, the brand’s Store Manager, Roberta Romeo Bono, introduces us to the pieces to welcome into wardrobes, pronto.


What… Gather Pocket Long Dress by ESS Laboratory

“We are proud to say we’re the only location in Europe that stocks the Melbourne-based brand. ESS is an experimental label that aims to challenge conventions, and produce wearable, timeless clothes. It’s demonstrated perfectly in this spotted dress: it’s made from light cotton and is comfortable and wearable whilst still being experimental. It’s a shirt dress elevated; the material is gathered to create a pleated effect.”



What… Les Rochelets Natural Bag by Jamin Puech.

“Jamin designed for Chanel in the 80s; he works a lot with women in the French Caribbean and they use all the natural weaving. Everyone can wear the bag in this colour – it’s so versatile! You can also have it like a handbag or otherwise cross over with the strap that comes with the bag. And it’s crafted with all natural fabric. It’s something you can buy now and use for a really long time.”



What… White Dress by Minä Perhonen.

“Minä Is Japanese, but grew up in Finland so he uses that combination of nature to incorporate into his designs via Japanese technique. All the fabrics are so delicate and beautiful and, again, they’re all naturally made from natural fibres. This dress is really representative of the Minä Perhonen brand and for the style we have here in store, because it can really suit all body shapes. You can dress it up with heels, while also dress down with a pair of flat sandals, which is really good for a dress especially when you’re investing your money and you want something that you can really wear everyday.”

Support bricks and mortar: Visit atelier 75, 75 New Cavendish St, W1W 6XB.


Also on Because Magazine:

+ Store Stories already told... Koibird open their psychedelic doors to Because magazine. 

+ Still after more style? This is the slingback to know this season.

+ Get your cocktail cues! Racil Chalhoub takes you to her favourite bar in London...