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Sarah Jessica Parker released her own perfume in 2005, called Lovely. In March 2007, Sarah Jessica Parker announced the launch of her own fashion line, Bitten, in partnership with discount clothing chain Steve and Barry's. The line, featuring clothing items and accessories under $20, launched on June 7, 2007 at Steve and Barry's.
In July 2007, following the success of Lovely, Sarah Jessica Parker released her second fragrance Covet. In 2007, Sarah Jessica Parker was a guest on Project Runway for the second challenge. In 2008, Covet Pure Bloom was released as continuous series of Covet. In February 2009, as part of the Lovely collection, Sarah Jessica Parker launched a series of three fragrances called Dawn, Endless and Twilight.
Lovely is a top selling brand in broad distribution channels in the USA, United Kingdom, Australia and New Zealand. Distribution is growing; +20 countries have expressed interest in the brand.

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