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Local lookbooks: Mira Mira

Quirky indie labels not easily found in San Francisco, such as Parisian brand Gat Rimon, British label To Be Adored, and L.A.’s Laugh Cry Repeat

Shot in the city, last fall's lookbook reflected Pickett’s perspective: “San Francisco girls are casual but sophisticated—I call it the undone-done look,” she says. Here the model rests in a silk skirt and cardigan by Hy + Dot and Sheila B. cocktail ring.

Pickett’s lookbooks, shot seasonally, show what real people are wearing right now. “I want pieces to last through many seasons," she says. Dress by MyPetsQuare, Navajo leggings by Thief & Bandit.

Pickett launched her first lookbook in tandem with her boutique’s fashion show, and everything featured sold out. To Be Adored dress, Mink Pink cardigan, necklace by Georgia Varidakis.

Stylists: Mira Pickett, Tara Morgan; Hair & Makeup: Georgia Rew; Model: Lisa McGee; Location: San Francisco; Produced by Josie Ramondetta

See Jenny Chung's doppelgänger shots from Acrimony's online lookbook.

The Look & the Book: In the boutique, racks are filled with the sort of embellished tights and highwaisted jeans worn by every Valencia Street girl on a bicycle. But Mira Mira also challenges customers to try something new; its debut lookbook (launched last fall), featuring lace minidresses and chiffon blouses, pushed the shop to the forefront of the Mission style scene. “I wanted to communicate the essence of the shop because we were only six months old at the time,” says owner Mira Pickett. 

The Local Twist: When this past October was sweltering, Pickett kept summer inventory up and only brought out a few fall pieces to help her clients mix in seasonal items. She also supplies customers for unusually cool summers. “I stock skirts and shorts that can be worn alone or over tights. That way, if you venture over any of the bridges, where it’s warmer, you don’t have to buy new clothes,” she says. 3292 22nd St., 415-648-6513, miramirasf.com