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 on Christopher Place to nose around Curated Crowd’s new space.

We live through our screens, don't we? It really takes effort and self control to stay present, in the now, physically. Which is exactly what digital "marketplace" Curated Crowd, a platform launched by Ada Yi Zhao who wanted to offer discoveries and talents not normally found, in the form of a travelling boutique in cities around the world.

In their fifth pop in London, expect a narrative-driven experience that’ll put the ‘ping’ back into bricks-and-mortar shopping. Browse a selection of new design labels, as they present a mix of ready-to-wear alongside exclusive bespoke pieces. They are all selected for their unique story, their approach to making things in a sustainable way, creating timeless products - and each have a ‘Curated Notes’ delving into each of the designers' history.

We spoke to Zhao, Founder of Curated Crowd and BFC Fashion Trust Member, to guide us on her vision of what retail extravaganza should carry…

What… Manuri Sporty Rossy Top

Because… “She’s the newest edition to the Curated Crowd family, all her pieces are very much 1970s/1980s 'rock and roll' - but also very feminine, very edgy. This is one of my favourite pieces because you can dress it up with pencil trousers and high heels for a special day, but you can also dress it down with jeans and trainers, so it’s very versatile. Whenever we choose a brand for Curated Crowd, we always think about the lifestyle of Curated Crowd women - what they like, what events they have to go to throughout the day, so pieces like this - multipurpose, easy to wear - is absolutely the key.” 

What… Sharon Wauchob Short Feather Camisole Dress 

Because… “It’s a combination and contrast between heaviness, fairytale and romance. But apart from the great look, obviously the story of Sharon is very interesting and her own journey as a designer. I absolutely love her new collection and it’s come straight off the LFW runway. She says she’s happy to make all of these pieces on demand, so all of these pieces are for pre-order only - she will not produce a bulk of them. She knows her customer, who wants these pieces, so she can go to Paris and source the feathers, the silk-satin and all the craftspeople who are actually based in Paris.”

What… Lily Cashmere Jumper

Because… “This is a part of our own collection. It comes in three colourways - beige, grey and black. It is 100% cashmere and it’s made with vintage, recycled fur. It’s for people who still want to wear fur but know that it must also be environmentally friendly and cruelty-free. At Curated Crowd, not only do we work with designers from all over the world, but we also design capsule collections. Every year we only do two drops, and each one has a very limited number of designs. We thought about, what do people really want? And through looking at what we have, what are the wardrobe staples that people can wear for many years to come? We introduced this last year and we brought it back because it completely sold out."

Unveil more of London's brick-and-mortor:

+ Store Stories: eggtrading

Store Stories: atelier 75

Store Stories: Reformation