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. This week we're at Bella Freud's flagship store on Chiltern Street.

‘Cult’ is a word that gets thrown around with abandon, but for Bella Freud – who counts London ‘It’ girls Kate Moss and Alexa Chung among her loyal legion of fans – ‘cult’ epitomises all that the brand is about.

What began as a limited run of ‘Ginsberg is God’ jumpers for one of her short indie films, Hideous Man, which was co-directed with close pal John Malkovich, has now expanded to a sophisticated collection of women’s tailoring, menswear, home and fragrance.

Her Chiltern Street flagship store opened in 2015 and is a rich insight into her visionary world. Keen to learn more, we paid a visit to meet Brand Ambassador, Basti Roberts, who shared with us his favourite pieces from Bella’s latest collection.

What... The Bianca Corduroy Suit.

Why... The brand started with tailoring 30 years ago and the Bianca Corduroy Suit, inspired by Bianca Jagger, celebrates Bella’s expertise in tailoring.

What... Happy Sweatshirt.

Why... Bella describes this piece as the hand-drawn smiley face that you would see at the 90’s raves where people danced all night then talked about it all of the next day.

“I wasn’t around much in the 90s but I was a product of such raves – as I was born in 1998. My Dad used to organise nights at all of these nightclubs, so The Happy Sweatshirt reminds me of my pubescent adolescence.”

Get in on the Bella Freud cult, with our edit courtesy of Net-A-Porter:

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