Today’s Retail Therapy feature is extra special. I’m so excited to introduce you to a shop I not only love to shop in, but to a shoe line whose designer team I call both personal friends and a major inspiration.

I partnered up with photographer extraordinaire Emily Scott to take a special field trip to their first ever retail location on Union Street in San Francisco’s Marina neighborhood. Emily captured so many amazing images {and on actual film no less!!} that I was forced to break this feature into two posts!

So, without further ado, may I present Freda Salvador Part One: If the Shoe Fits.


For those of you who have yet to come across this fast-growing line {despite this press, and this press among many others}, start taking notes. Freda Salvador is a Cool Girl’s best friend. Created by actual friends, Megan Papay and Cristina Palomo, the line is made for a woman with a fashion forward aesthetic, but a commitment to practicality and comfort. Their entire 2013 Spring/Summer Collection is made up of versatile flats of all shapes, styles and of-the-moment colors.

Luckily for us San Francisco residents, they’re all displayed in the super cool Freda Salvador boutique. It feels more like someone’s home than a shop. I just want to go hang out on that couch every day!


As a well-documented high heel-addict, I’m usually skeptical of a flat shoe, but the ladies of Freda Salvador have helped me see the light! Between their Dream Flat Ankle Boot, See Swarovski D’orsay Loafers and Change Convertible Oxford, I might be kicking many of my heels to the curb. {Especially after reading this Vanity Fair article about how my high-heeled idol, SJP, is being forced to shun heels after years of damage to her feet!}

freda_salvador_apt34_16freda_salvador_apt34_final5fredasalvadorfinal8freda_salvador_apt34_12 freda_salvador_apt34_40 freda_salvador_apt34_88

The Freda Salvador Change Convertible Oxford might be one of the smartest shoes I’ve ever seen. You can transform it from a classic lace-up oxford into a sleek slip-on loafer, simply by unsnapping the ingenious coverlet! I think their subtle green exotic print is going to be spring’s new neutral. Sign me up.


I can’t lie. I walked out of the Freda Salvador shop with no less than two of their amazing designs to add to my growing collection. The Dream Boots in cream are going to be my go-to’s all spring, but I’m already eyeing the black pair to have on reserve for fall.

My prize for the afternoon, however, was the D’orsay Loafer in an eye-catching yellow. I’ve already been stopped multiple times while wearing them around town! That always puts a little extra pep in my step!


And not to fret. If you don’t live in San Francisco you can snag your own pair of Freda’s online Shopbop or their site here!

Like what you’re seeing?? Do be sure to stop back by in a bit for Freda Salvador Part Two! You’re going to get a behind-the-scenes tour of Freda Salvador’s design studio and meet the lovely ladies who are the geniuses behind the line!

original photography by emily scott for apartment 34 

What do you think?

Leave a Reply

Your email address will not be published. Required fields are marked *


    1. Agreed, I think their setup makes you comfortable enough to want to stay there and try on all the shoes! It’s not just a typical department store environment. They don’t sell furniture, but they should–their designs would be amazing, I’m Sure!

    1. Hey Donna, I think the vest is from J Crew, but I will double check on that!

  1. seriously, I die over all these shoes!! I’m really having a hard time deciding which one I am going back for. what a dream to shoot this store! thanks so much for having me!

  2. I love this shop. I also love your high heels from the shoot. Who makes those lovelies??