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Pretty Ballerinas, London

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Pretty Ballerinas, London

The latest addition to the stable of stores is a store in London’s Covent Garden.

In keeping with the overriding brand aesthetic, the new space is as chocolate box pretty and decorative as expected.

Candy pink carpets cover the floors, and Marshmallow-hued shoeboxes stapled high along the walls form an integral part of the aesthetic.

Adding further vibrancy to the recipe, the ballerina flats on display contribute with a kaleidoscope of colours and prints .

The colour scheme is one such aspect, and the ruling tones are pink, black and gold–shades applied to convey the label’s “feminine charm and rebellious edge”.

The expansion of Pretty Ballerinas continues apace, and the name now operates a string of stores across the globe. London’s Covent Garden is the latest location to be blessed with one of the label’s shops.

Those who deemed the ballerina pump trend a fad when it hit the scene a few years ago have been proven wrong; the ultra feminine style of footwear has developed into a shoe cupboard staple with undeniable versatility factor. Spanish player Pretty Ballerinas is at the forefront of the movement. Founded in 2005, the label began it days as an online purveyor of ballet flats. The web shop became an immediate success, and to give the popular contender a tangible show-space, the first physical shop opened its doors in 2007 in Mayfair, London.

A few years on, several Pretty Ballerinas stores are to be found dotted around the world in cities such as Paris, Madrid, Barcelona, Cannes and Montreal. Although each shop displays its own unique character, there are certain elements that unite them all. The colour scheme is one such aspect, and the ruling tones are pink, black and gold–shades applied to convey the label’s “feminine charm and rebellious edge”.

The latest addition to the stable of stores is a store in London’s Covent Garden. In keeping with the overriding brand aesthetic, the new space is as chocolate box pretty and decorative as expected, while its pintsized proportions make it appear even quainter. Candy pink carpets cover the floors, and Marshmallow-hued shoeboxes stapled high along the walls form an integral part of the aesthetic. A giant leopard-printed seating unit and a pair of large butterfly structures have been introduced to give the space yet more character.

Adding further vibrancy to the recipe, the ballerina flats on display contribute with a kaleidoscope of colours and prints that spans vivid primary hues and subtle neutrals as well as metals, animal prints and the odd smattering of Swarovski crystal.

Pretty Ballerinas // 7 Slingsby Place, St Martins Courtyard Covent Garden // London // Tel.: +44 207 240 2590.

Text: Emma Holmqvist
Photos: Pretty Ballerinas

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