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Inside Sarah Jessica Parker’s first ‘SJP Collection’ retail store

In a fitting move, the fashionista of Sex and the City has opened a ‘real life’ fashion store. Sarah Jessica Parker is building on the success of her self named accessories and apparel brand –  SJP Collection – with the launch of her first standalone store.

Made famous through her character Carrie Bradshaw in the hit TV series, Parker says the new store treats colour ‘as a neutral’.

“Colour as a neutral allows a sort of whimsical decadence. It sets us apart in the market. It allows real creativity. We’re not always thinking about practicality.”

The walls are painted a muted pink and the shelves and furniture are made from a transparent lucite, letting the brightly coloured shoes steal the attention. Likewise, the customers of SJP Collection tend to be seeking something unconventional and whimsical, with many even choosing to wear the designs for their wedding day.

The store in Washington D.C.’s National Harbor resort houses SJP Collection dresses, candles, bags, fragrances, and of course, shoes under the one roof. Take a look…

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 Images from SJP Collection and Footwear News and header image from here.