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Fresh Picks

Hero Shop owner Emily Holt on her spring faves.

Emily Holt

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“Livia Cetti’s paper flowers are works of art—handcut, handpainted, each one different. We always order seasonal varieties, and they add such life and beauty to a space.”

Assorted spring flowers, from $35 each, by The Green Vase

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“Nu Swim is based in San Francisco, and what I love about their suits is that they’re well-priced, colorful and, most importantly, cut on the leg at just the right height. It’s not easy to do.”

Straight one-piece, $118, by Nu Swim

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“Stevie, also based in San Francisco, has renewed my passion for robes. She’s an artist by nature and training, so her prints are always very painterly and emotional.”

Diego robe, $299, by Stevie Howell

Photo by Kate Mathis from The Exquisite Book of Paper Flower Transformations by Livia Cetti (Abrams)

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“Pink is such a big trend for spring. This clutch epitomizes ladylikeness.”

Silk mini-volume clutch, $495, by Mansur Gavriel

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“I love the high-low reference to the old-school city takeout bag and, simply, the sentiment. I’m all for cheerful.”

Have A Nice Day blouse, $1,152, by Rosie Assoulin

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After a dozen years in New York—where she was an editor at publications such as Vogue, W and Women’s Wear Daily—Los Gatos native Emily Holt returned to the Bay Area in 2014. Her relocation came with a career change: “I had dreamt about opening a store for a long time,” she says. “Once I realized how much opportunity is here for fashion and that the kind of store I wanted to build didn’t exist, I thought, ‘What the hell—let’s do it.’”

Hero Shop debuted in San Francisco last summer. “I wanted, and still want, to build an upbeat place that celebrates great fashion—the kind I’d known and studied for a decade as an editor in New York—without being elitist,” Holt continues. “Specifically, I wanted to bring the designers I know, wear and admire to the city, because I think the things they’re making—well-tailored, colorful, flattering, special and relaxed—work really well for a Bay Area lifestyle.”

In the slideshow above, a sampling of the spring pieces that Holt selected for her boutique. 982 Post St., San Francisco


Originally published in the March/April issue of Silicon Valley

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