A lot of fashion magazines have written about Billy Reid's clothing (G&G among them). But in my opinion, we should be paying more attention to the interior design of his shops.

Here in Charleston, Reid's shop tells an unmistakably Southern story, and the clothes are characters in the narrative.

The wide plank floors, the worn velvet upholstery, and the dog-eared Walker Percy novels are characters too, as is the smell of hot mulled cider that seeps through the place all winter. 

The whole idea of making a clothing brand part of a bigger lifestyle is nothing new, but Reid has a spectacular knack for it.

Two weeks ago, I made my way up to Manhattan for the New York International Gift Show with a G&G colleague, and during the trip we stopped in to have a cocktail with the designer in his shop on Bond Street before he scooted off to prepare for New York Fashion Week.

When he left, I walked around and around in the store for a long time, taking in the wallpaper in the dressing room, admiring the old-school glassware on the dark wood bar, and looking closely at the linings of his jackets.

In short, my visit did not disappoint. Reid managed to bring the layers of Southern gothic grit he's known for to his Yankee location.

Below, a few of my favorite details.

1) The checkout counter. Notice the plates, the stag head,  the whitewashed wood-paneled walls, the antique apothecary cabinets holding clothes, the ladder holding ties. It's all great.

2) The shirt displays. I love how his shops constantly combine interior elements with clothing. In the photos below, a silver platter shows off belts, and plates are paired with shirts. Very cool.

3) The dried hydrangeas. I never would have described dried flower arrangements as stylish until I saw the way they're done at Billy Reid. It works because the clear glass container keeps the whole look from being matronly, and the papery texture is the perfect counterpoint to the grays and blues and lavenders in the shirts hanging in the background. Beautiful.

4) Last but not least, a sneak peek at Billy Reid's Fall 2010 looks from New York Fashion Week last week. Yet again, the backdrops bring the Billy Reid label to life. Photos by Dan Lecca.