Runway Atlanta sounds like an oxymoron.

Runway New York or Runway Paris, sure. But, well, Atlanta isn't world-renowned for any runways other than the ones at Hartsfield-Jackson.

Frank Niemeir / AJC (ENLARGE)

Kooba 'Kayla' animal print faux fur clutch, $395, red boots (left) by Jeffrey Campbell, $200 on display at Runway Atlanta

Frank Niemeir / AJC (ENLARGE)

Be stylish and protect your eyes at the same time in sunglasses from Tom Ford and Roberto Cavalli.

Frank Niemeir / AJC (ENLARGE)

Clothes racks at Runway Atlanta.

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Jeannine Robertson hopes to change all that.

Her aptly named boutique, tucked into a small space in Pharr Plaza, caters to Atlantans who walk through life wanting to be noticed.

"I felt there was a lack of trendy things that I like in Atlanta, especially shoes and different funky types of things in Buckhead," said Robertson, who opened her shop in December.

Racks of clothing hang at the entrance of the store in narrowly spaced aisles holding all manner of dresses, tops, denim and even black latex leggings.

A purple and brown Ghita halter dress for $465 was among the more demure designs. Ghita, by the way, is the brand designed by Alexis Phifer, the future Mrs. Kanye West, and Runway Atlanta is the only Atlanta retailer carrying the line.

Outerwear options include a heather gray cashmere cape trimmed in black fox fur by Linda Richards ($750), while denim selections range from wide-leg styles by Jainesse (spotted on Jessica Alba) to gray skinnies by Kova & T, both for $198.

LaRok is also a big brand in the store, commanding almost an entire rack, with sequined tops, tanks and dresses, including a classy black sheath with patent trim for $115.

In addition to national brands, the work of local designer Abdul Sall is on display. Sall says his designs, which employ materials such as leather, fur and silk, tend toward "club wear."

Sall was a designer for a New York store that created custom designs for the likes of Lil' Kim and Foxy Brown. It's a store that Robertson has shopped at in the past, and when she ran into Sall in Atlanta, she invited him to serve his garments at Runway Atlanta.

"His stuff is really extravagant and I like it," Robertson said. "I would say we are going for the high-fashion, edgy girl."

Still, several of Sall's styles, such as the pastel, kimono-style dress with gold leather trim made from Chanel knit fabric ($385) could make an appearance in the daylight.

The store is strong on accessories, stocking lots of costume jewelry, including a rose gold-plated snake charmer cuff ($235) and a variety of rings, pendants and earrings. Runway Atlanta defies convention by turning price tags face up in the display case. No question here about how much that gold-tone Amore ring by Shelia Fajl costs ($60).

Many items in store are also available online, but then shoppers would miss out on handling the selection of Kooba bags, which feature stylish clutches and totes. The handbags alternate space with shoes like the new L.A.M.B. pumps in green, yellow and black ($335) by Gwen Stefani, and a sleek pair of black suede booties by Dolce Vita ($175).

On the way out, grab a pair of shades from the substantial collection of Tom Ford and Roberto Cavalli sunglasses, and get ready to walk the runway.

IF YOU GO

RUNWAY ATLANTA

Grand opening party 6-8 p.m. April 6 at Mercedes-Benz of Buckhead.

11 a.m.-7 p.m. Tuesdays-Saturdays; closed Sundays-Mondays.

375 Pharr Road in Pharr Plaza, Buckhead.

404-869-3383, www.runwayatlanta.com.