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 in Notting Hill at Reformation’s inaugural London store.

We’ve been teased and tempted for some time: First, Los Angeles-based Reformation popped-up on our home turf in 2016, while last year we saw a selection launch on Browns Fashion. But finally, it’s found itself a permanent home here! And by here, we mean Covent Garden.

If you don’t know the name, you’ll know their key pieces: think floaty, floral dresses and itsy bitsy tops, all of which are peppered across stylish ‘gram feeds. A long-awaited arrival, their first stand-alone brick-and-mortar store is set to be a curation of their classic cutesy slipdresses, jeans and naked sandals, all of which are firm fashion favourites amongst industry ‘it-girls’ and experts, and that's not just for their aesthetic, but because of the brand's commitment to sustainability.

The brand knows how to get it right. After all, they’ve been going from strength-to-strength for just over a decade! And so, since sailing overseas, we’ve been keen to scope out and try on the pieces ourselves. Here’s what happened...

Support bricks-and-mortar: visit Reformation at 186 Westbourne Grove, London W11 2RH, or shop online via

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

Store Stories: Sunspel

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Store Stories: Levi's