Now Open: Profile

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There’s a new boutique on (my!) block: Profile. It’s in a townhouse space 11th Street at the corner of U, and has nightspot liv and Bohemian Caverns as neighbors. Tala Rassi, above, owns the store along with her partner Kourosh Chitfaz and has her own line of swimwear, casual clothing, and a “couture” line, which will soon be carried in the store. Rassi is young and smart as a whip, and the racks of colorful, feminine clothes make it clear that Rassi knows what’s up. Long story short, I want a LOT of what I saw.

Rassi says what’s there now is about 20 percent of what she’ll carry, so I hope that won’t overcrowd things, because the store seemed nicely stocked already. She also plans to bring in lines like Valentino and Cavalli, which is definitely not being done elsewhere in the neighborhood. It’ll be interesting to see how that works. Other labels currently include Corey Lynn Calter, Custo Barcelona and the John Varvatos-for-Converse line for both men and women.

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The party on Sunday featured a big platter of potato salad spelling out “Profile,” which I thought was funny, cupcakes, and plenty of alcoholic drinks – which Rassi plans to always keep on hand for customers.

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Cool cowboy statue in the middle of the men’s section. Lots of Brazilian designers on offer for men, but I liked the well-made casual stuff from John Varvatos for Converse the best.

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A gorgeous silk dress from Australian designer Heidi Merrick for (gulp!) $517. Don’t worry though, that was the priciest thing I saw…

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Don’t you love her big hair?!

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A colorful silk shirtdress from Meghan Los Angeles.

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