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 Sloane Street to nose around Saloni’s new space.


Since establishing her namesake brand in 2008, Saloni Lodha has bought an exacting sense of colour, cut and imagination to women’s wardrobes with her designs that combine a rich blend of Indian heritage with contemporary influence. Now, for six months – launching officially on the 3rd October – Saloni is bringing her world to its first physical home on London’s Sloane Street.

Seeing fashion as a means to explore cities and collaborations, the pop-up brings together creative minds – with the space being more like a collector’s home. On a monthly rotation, Saloni will showcase a curation of products, including a selection of vintage clothing, jewellery, antique textiles, furniture, children’s toys, and rare second-hand books – all of which will communicate the “World of Saloni”

Inviting customers on a journey to the roots of Saloni, we were intrigued. And so, to satiate our curiosity, we spoke with the brand's Store Manager, Adela, to scope out three winning pieces.



What... Silk Lea Dress in Stamped Print.

Because... “This is one of Saloni’s classics and one of our bestsellers. It’s very versatile, easy to wear and it has a 'V' neck. The Lea Dress suits all types of shapes, bodies and heights and you can wear it with whatever you want: flat shoes, trainers, heels, ankle boots and more. It also comes in midi and long length.”



What... Hand Embroidered Silk Dress

Because... “This again is a classic Saloni shape. It’s silk is hand-embroidered in India, which makes for a very special piece. You can wear it to special occasions or events.”



What... Victoria Pemala Lime Rose Silk Dress

Because... “If you like colours, you’ll love this dress! You can wear it at any time of day and during any season, depending on what you accessorise with. You can dress it up or dress it down –  it’s a lovely, joyful dress that makes me happy to look at it. You can also accessorise it with a belt or even a scarf... One of my colleagues ties a scarf around the waist so you can play around with it.”

Support bricks-and-mortar: visit Saloni at 134 Sloane Street, or shop online via saloniworld.com. 


Also on Because Magazine:

Discover more about Saloni in our signature 8Qs.

+ Caroline Issa and Monica Vinader present an ode to colour.

+ Meet
Carina Jones of CiCi's Ayurveda to learn more about the ancient healing system.