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 the the new Browns flagship boutique on Brook Street to find out more about what we should be wearing this season.

As a boutique that exhibited the perfect equilibrium of next-gen talent and established fashion houses, The Browns South Molton Street store has been a favourite with many style stalwarts since it opened in 1970. But after over 50 years of trading, it's closed its doors for the final time. In it's place is the latest edition to the Browns retail family: Browns Brook Street.

Inhabiting as much charm as its predecessor, the new store on 39 Brook Street fills the four floors of a Grade II* townhouse, and it's mix of original wallpaper and futuristic furnishings goes in tandem with the fashion ethos of the retailer. Not only will you find the most desirable fashion brands of the season – including an exclusive Marine Serre capsule – you'll also have the opportunity to dine at the newest branch of Native – the restaurant whose renowned for their sustainably sourced and seasonal meals next iteration. VIPs and VICs (very important customers) will have the option of visiting the haven that is  'The Club', which includes a hair parlour, a bar and three personal shopping suites that are named after the building's original inhabitants. 

We got a sneak peak of the store before they officially open their doors for the first time on April 12th, and asked Holly Tenser, their Buying Manager, to pick out the best picks of the new season.

What... a Casablanca jacket

Why... "I've always loved the brand and I'm really excited that they're now moving into womenswear. This particular piece is unisex, and as we're coming out of lockdown, it's the perfect piece to wear to feel dressed up! They have a feminine, but strong approach to how they're doing womenswear, and I really love that."

What... a Jacquemus cardigan

Why... "I picked this because it's a nice transition piece: it'll be great for post-lockdown, as we move away from sweats and want to be wearing something that's a little sexier, but it's still really comfortable. I think he does such an amazing job of making women feel sexy and empowered, and I think this would look amazing with something high-waisted – especially if you don't want to show as much skin. He's managed to make chic and sexy look sophisticated."

What... a Kwaidan Edition dress

Why... "This is actually an exclusive cut for us – we had a similar one last season that did really well – and it's such a beautiful shape. I love their use of vintage prints, they're always inspired by quite specific – something quite erotic, womanly and sexy – and this season was inspired by a vintage Playboy magazine from Japan. I love the quirkiness of their designs, they fit beautifully and look amazing on everyone and everybody shape."

Visit Browns Brook Street at 39 Brook Street,
Mayfair, London W1K 4JE.

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