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 50m – where Customer Relations and Retail Assistant, Adam Jones, is introducing us to the standout pieces of Belgravia's coolest designer hub.


What… Embellished bag by Emma Charles.

Because… "I like the comedy element of the piece; it's quite playful, in that it’s designed to look like a fortune cookie or dumpling. It’s made in a beautiful way, and it's a recognisable piece for her."

What… Trousers by Faustine Steinmetz.

Because… "I appreciate the slow fashion element of the business: It’s not trend-driven. Sure, everybody has a pair of jeans, but each peace from Faustine Steinmetz is precious. These have been hand-felted together in the studio and made to order. I also like the trompe l’œil effect, in that they look like jeans but they’re not."

Cream shirt by Paulanadal.

Because... "I like the inspiration behind the pieces – the ethos of artists in the 1930s sharing each other’s wardrobes. The designer takes inspiration from Salvador Dalí and his wife Gala, and how they used to swap outfits in their Costa Brava holiday home."

Support bricks and mortar: Head to 50m at 14-15 Eccleston Yards, Belgravia, SW1W 9AZ.