3321 - Beauty and the East

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Shy and retiring she is not, but then, Sara is used to being the life and soul. She throws parties for a living - not just any old bashes, but lavish, finely orchestrated affairs for big brands such as MTV, Vivienne Westwood and Stolichnaya vodka. She started out in the 1980s running the fabulous Pussy Posse parties, and it developed into a serious business. In the two decades since, the Shoreditch-based business has pulled off some spectacular dos, creating extravagant fantasy worlds ranging from an alpine-themed "guerilla" restaurant, The Reindeer, last Christmas for the cult East end eatery Bistroteque, to an 18th-century massage parlour for agent provocateur. Bethan.ryder@gmail.com

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