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SARAH JESSICA PARKER: THE LOVELY COLLECTION

Not content with just one new scent, the fashionista makes the bold move of launching Dawn, Endless and Twilight as a trio. "We thought about time and moments in a day and what is meaningful," she says of the idea behind the collection. "How do women think about time and relate to time, how we use time and what is special. How do you stop and hold on to time – whether you’re a mother, sister, or friend?"