fifth floor
The young, freewheeling Soho branch houses different labels than its older, more conservative sister. The Paradox department is a "laboratory for new designers," says Bloomie's publicist Kelly Moro. Among the exclusive names you won't find uptown are fashion darlings Derek Lam and Viktor & Rolf. Lam, of course, is the rookie who made Anna Wintour drool, and Bloomie's is banking on his flouncy spring confections.