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.

Founded initially as a series of pop-ups in west London around 2013, before setting up shop in a permanent space in the heart of Shoreditch, Modern Society is your one-stop shop for investment pieces in both wardrobe and home departments. 

With a roster of emerging Because-favourite jewellery and ready-to-wear brands like Alighieri, Rejina Pyo, Wald Berlin and Valet Studio, we were keen to meet its founder, Nazifa Movsoumova, to learn of her favourite pieces in store...

What… Vase Tête by La Soufflerie.

Because… These vases are handblown in Paris from recycled glass; I love the designs because they’re very original. The brand was started by a husband and wife duo – and it’s one my favourite brands. We were one of the first ones to carry them in London!

What… Imo Shirt in Pale Leopard by Sandy Liang.

Because… This shirt is just perfect. It’s probably one of the hottest pieces right now for the summer because it’s leopard print, it’s a bowling shirt and it’s Sandy Liang.

What… Bea Necklace by Alighieri.

Because… I love the meaning behind the necklace: it’s a romanticised notion, based on Beatrice from Dante Alighieri. I really strive to go and find something that no-one else has in London. 

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

Store Stories: Bella Freud

+ Store Stories: Georgia Hardinge

Store Stories: Sunglass Hut