Designer Emma Fletcher picked her mother's maiden name when deciding what to call her label, which is just one of the ways this well-loved collection nods to the past. Sweet and ladylike silhouettes cut from delicate floral and lace fabrics are the linchpin of her line, and all are showcased in her cozy shop. 173 Elizabeth St. NOLITA 212-966-8484, lyellnyc.com
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Shopping at its worst.
Her words, not ours. Though we are fans of face paint.