iFashion Magazine 2011

iFASHION THE No1 ONLINE FASHION MAGAZINE

iFASHIONMAGAZINE.COM

ISSUE 1 2011

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CONTENTS

11 ISPY On the catwalk and the trends to rock this season 30 BUY BUY How will the high street cope with the advance of online fashion?

34 NATALIE PORTMAN The Oscar winning star is the style icon of the moment 38 THE CLASH Strong graphic images define this summer’s emphatic new looks 51 THE TWITTERATI What happens when social networking and fashion collide?

52 WORD ON THE STREET What the real world is wearing 57 SURF’S UP Three online fashionistas tell us how they found success 63 HIGH STREET Our pick of the bunch: spring dresses, shorts and a lust-have clutch 67 MOST WANTED We go online to find this season’s winners 71 JEWELS IN THE CROWN It’s not only about the clothes; accessories make a statement too 85 TOP GEAR Be inspired; Steve McQueen is having a moment 86 WWW World-wide shopping is at your fingertips.

Check out our international report 98 STYLE ICON Bianca Jagger says it for the seventies

ifashion magazine 7

www.ifashionmagazine.com

iFASHION

Editor’s letter Top gear page 87

Look fab! page 77

For that CLICK TO BUY moment

8 ifashion magazine

Fashion shoot Photo: Steve McQueen By William Claxton Courtesy of Demant Photo Management Cover photo: by Mark Gant

At last! A glossy fashion magazine for everyone who loves internet shopping. Welcome to the launch issue of iFASHION, which we know you’ll find full of help and inspiration.

The way internet fashion has grown is amazing. Ten years ago you might have ordered a book or some DVDs online, but the idea of buying a bra or a party dress on the net would be too risky to contemplate. But now it's as easy to buy online as it is on the High Street.

The change has been a revolution. Fashion websites are user-friendly, secure and show off the products so well you almost feel you can touch them. Clothes are displayed in close-up from all angles and you can see them in every colour.

And nothing beats the exhilaration of the ‘click to buy’ moment – apart from the excitement you feel when your beautifully-wrapped parcel arrives a few days later. iFASHION is here in time for the new season and you’re probably yearning for something new and delicious. Well, our dedicated fashionistas are full of big ideas. We show you the latest trends and how to put them together to create your own look. We have celebrity features, street fashion, and lots of insider gossip. Plus, we’ll take you on a guided tour of the best fashion websites, so make some room in your bookmarks folder!

We’d love to know if you enjoy this issue, so let us know at info@ifashionmagazine.com. And don’t forget to look out for our next issue!

page 38

iFASHION iFASHION MAGAZINE The Warehouse Culverden Square Tunbridge Wells Kent TN4 9NZ 01892 515752 www.ifashionmagazine.com info@ifashionmagazine.com

Publishing Director MARTIN FEELEY martin@ifashionmagazine.com Editor-in-Chief MAGGIE GOODMAN maggie@ifashionmagazine.com Editor at Large NATASHA RATHOUR Feature Writer ANNA BEESLEY anna@ifashionmagazine.com Website Director DEBBIE ATTWOOD debbie@ifashionmagazine.com Design Director TIM FEELEY tim@ifashionmagazine.com Adsales Director JULIAN OXLEY julian@ifashionmagazine.com

Contributors Nablia Virani ) Bella Blissett Samantha Brennan Lydia Thompson Laura Saunter Frances Wasem Bel Trew Ailsa Miller Ben Spicer Mark Cant Alicia Aimee Joanna Wallace

iSPY STEP INTO COLOUR

Edited by Natasha Rathour

LANVIN

Statement maxi dresses are huge for SS11.

And this striking colour splash by Lanvin is the perfect piece to dust away your winter wardrobe cobwebs. Take your cue from the seventies and wear your waist high. Cinch in with a tan leather belt for retro glamour. >

ifashion magazine 11

PHILLIP LIM

iSPY

COLOuR THE FUTURE’S BRIGHT

12 ifashion magazine

LANVIN

GuCCI

Compiled by Alicia Aimee

MARC JACOBS

Colour dominates with energising blasts of fluorescent fuchsia, acid yellow, blood red, tangy citrus, electric blue and neon orange.

These eye-popping brights are a welcome departure from winter’s more muted colour palette.

Work the trend into your wardrobe by adding bright lipstick to a simple day look or by investing in bold, vibrant accessories.

PHILLIP LIM

iSPY

MINIMALISM BACK TO BASICS

CHLOÉ

Compiled by Alicia Aimee

CERRuTI

Simple yet luxurious, the arrival of textured fabrics in white, ivory and beige, adds feminine intrigue to pared down, androgynous dressing. The easiest way to buy into this minimalist trend is to invest in an oversized shirt or some simple tailored separates.

ifashion magazine 15

CHLOÉ

iSPY

ALBERTA FERRETTI

ROMANCE

16 ifashion magazine

Compiled by Alicia Aimee

ALBERTA FERRETTI

For a fairytale ending, style your prettiest dresses with casual leather sandals or ballet pumps.

It’s time to embrace your girlie side with sheer fabrics and tulle skirts for maximum impact and minimum effort.

COLLETTE DINNIGAN

GET ENCHANTED

£34.99 riverisland.com

£10 dorothyperkins.com

£19.99 hm.com

iSPY

£23 dorothyperkins.com

£48 topshop.com

£128 By RAOuL AT matchesfashion.com

FLORAL

Compiled by Laura Saunter

D&G

Make sure you come up roses this season with spring’s most versatile trend

£60 oasis-stores.com

£695 BY JONATHAN SAUNDERS AT net-a-porter.com

£14.99 RIVERISLAND.COM

£14.99 newlook.com

£24.99 hm.com

£4.99 newlook.com £45 oasis-stores.com ifashion magazine 21

iSPY

£95 BY INES SUSAETA AT myflashtrash.com

GARETH PuGH

£165 BY HELMUT LANG AT matchesfashion.com

£30 motelrocks.com

£405 BY ACNE AT net-a-porter.com

GALACTIC Embrace your inner astronaut and get ready to look out of this world

£445 BY CHRISTOPHER KANE AT matchesfashion.com £250 BY ANYA HINDMARCH AT matchesfashion.com

£350 BY CHLOÉ AT matchesfashion.com

£200 BY CHRISTOPHER KANE AT

£240 BY PAMELA LOVE AT brownsfashion.com 22 ifashion magazine

matchesfashion.com

Compiled by Samantha Brennan

£445 BY FINSK AT net-a-porter.com

Quality Italian leather boots & handbags www.classicitalian.co.uk

iSPY £158 BY EBONY & IVORY AT matchesfashion.com £79 welovefairground.com

£30 asos.com

£625 BY CHRISTIAN LOUBOUTIN AT net-a-porter.com

MuLBERRy

SuPER DENIM From work to weekend, it’s a total denim takeover

£235 selfridges.com

£98

BY C .R.A.F.T. AT matchesfashion.com

£195 BY BODYMETRICS AT selfridges.com

BY SEE BY CHLOÉ AT

£260

BY STELLA MCCARTNEY AT

Compiled by Samantha Brennan

brownsfashion.com

£965 BY LANVIN AT brownsfashion.com

£355 BY CHRISTIAN LOUBOUTIN AT matchesfashion.com ifashion magazine 25

iSPY

£70 topshop.com

£42 urbanoutfitters.co.uk £16 urbanoutfitters.co.uk

£69.99 riverisland.com

£1,895

BY STELLA McCARTNEY AT

theoutnet.com

£40 warehouse.co.uk

THAT 70S SHOW

£1,330

BY LANVIN AT net-a-porter.com

£35 whistles.co.uk

£35 dorothyperkins.com

Compiled by Laura Saunter

£295 BY ANYA HINDMARCH AT net-a-porter.com

£85 jaeger.co.uk

£690 BY CHLOÉ AT net-a-porter.com £49 reissonline.com £69.99 riverisland.com 26 ifashion magazine

TRACy REESE

From understated pussy bow blouses to decadent disco glamour, it’s time to board the 70s bandwagon

iSPY £399 jaeger.co.uk £40 oasis-stores.com £16 topshop.com £40 missselfridge.com

Take on a new frontier with this all-American cowgirl look

ANNA SuI

£45 asos.com

PRAIRIE £19.99 hm.com

£135 BY D&G AT net-a-porter.com

£30 topshop.com £65 topshop.com

£159

REISSONLINE.COM

£30 mulberry.com

£38 topshop.com £70 topshop.com

ifashion magazine 29

Feature

Buy Buy

I

With the onslaught of virtual models and realtime shopping apps, do we really have to say goodbye to the high street forever?

By Frances Wasem Deputy Fashion Features Editor, Harper's Bazaar

t’s ironic that even though the fashion the rise of mobile technology, wherever you want. industry is obsessed with black, when The worldwide market place has become a place to Natalie Massenet launched net-a-porter.com explore from the comfort of your own home, as Pearl some 11 years ago, black just didn’t sell. In Lowe explains from her house in the country. ‘Ebay is a those internet infancy days, the limitations great place to pick up bargains that you can’t find of technology ‘made everything look flat,’ locally.’ ASOS have just launched ASOS Market Place, says Natalie. ‘Black just didn’t shift.’ which encourages anyone to sell their product online Fast forward to 2011 and technology has with just a few ‘street’ photos taken on their mobile. advanced our shopping experience beyond Equally, you can have access to up-and-coming designers all recognition. Left in a way you never could before. with a heap of black clothing, NaYoox’s thecorner.com showcases The internet retailer talie had no choice but to look at and sells young designers straight philosophy is that the consumer technology needs, off the catwalk. For AW12, the shopping such as clear product images. Today Michael Van de Ham and David that black tee no longer looks like a Koma join the ranks. If you were experience shouldn’t blob and we take it for granted that chained to your desk during the be bland and can you can zoom in to take a look at texJanuary sales, there was no need to be just as luxurious ture (Topshop have launched a new miss out on a bargain. And how as bricks and zoom facility for that purpose), romuch nicer is it to be in the warm, mortar stores tate a dress by 360 degrees or flip a rather than tramping through the pair of jeans over to look at the wind and snow? back pocket detail.

Developments in iPad and iPhone technology mean Mintel estimates that in 2011, internet shopping will shopping on the move has become supremely easy – grow by 15% – this despite a very shaky economy. Even and with 300,000 apps in the Apple store it’s getting more staggeringly, it’s estimated that by 2015, internet even easier. You can now order your bikini during your shopping will be worth £6 billion in the UK alone. As down time at the airport, knowing it will arrive (via the Anya Hindmarch succinctly puts it ‘this is the industrial brilliant overnight delivery service) to your villa in revolution of our age. You get on board or you’ll get Thailand within days of landing. left behind.’

A fuss-free, guaranteed delivery service is a very What makes internet shopping so revolutionary is important part of the success of internet shopping. that for the time-poor shopper the internet has made ASOS’s ecommerce director James Hart says, ‘An shopping easier than ever before. Suddenly you can get impeccable service is essential and we have to be as the bag of the season, whether you’re based in Notting good if not better than the bricks and mortar stores.’

Hill or in deepest Somerset. You don’t have to think This means making sure goods turn up when they’re about finding a parking space, or worry about the promised – without fail. But it’s also part of an overall weather. You shop whenever you want – and now, with internet retailer philosophy that believes the internet > 30 ifashion magazine

wHat arE tHE BEst tricks wHEn sHopping onlinE? CHARLOTTE DELLAL SHOE DESIGNER

LAURA BAILEY MODEL

DANIELLA ISSA DESIGNER

LARA BOHINC DESIGNER

‘I only buy from the internet once I’ve decided what I want.

That way there’s no confusion and it’s just a case of ordering what I know will work.’

‘I’m always in a last minute present panic, so I use the internet to create an illusion of calm organisation. I go to stellamccartneykids.com for my kids and their friends. And eco-age.com for quirky, original and ethical gifts for family.’

‘I love browsing vintage markets for inspiration in my new collections. It can be therapeutic, but also time consuming, which is why I adore vintagetextiles.com.’

‘I always buy three sizes (either side of my normal size) and return the ones that don’t fit, as sizing varies so much from shop to shop and garment to garment.’

Feature

Realtime shopping apps for iPhone and iPad mean that you can still shop with your mates – even if they aren’t in the same country! experience shouldn’t be bland and can be as luxurious as traditional stores.

Tomas Maier from Bottega Veneta says their new site ‘reflects thebrand, with beautiful photography and videos that examine the in-depth craft of the Bottega Veneta’. Natalie sites the luxury element of her wonderful black boxes as a key part of her success story: ‘I wanted it to be like those old I love Lucy programmes when they walked in with piles of ribboned boxes.’

Incidentally, net-a-porter contemplated delivering in plain unidentified bags, so it was less obvious you’d been shopping, but gave up the idea pretty swiftly.

Matches and Browns both offer an online stylist service. While retailers such as Reiss are creating something akin to a concierge service with apps that alert you to the arrival of new stock and a wait list for most wanted pieces. One of the areas that’s cited as a hindrance to the growth of internet shopping is the ‘girlfriend experience’.

We all like a second opinion and that sales girl on commission just doesn’t cut it. But this may all be about to 32 ifashion magazine

change with the rise of realtime shopping apps – check out Polyvore and Shopstyle – who allow you to shop online with friends.

Net-a-porter now work with over 430 bloggers and brand-friendly websites who help as Natalie explains ‘drive sales’. Net-a-porter’s Fashion Fix social hub allows blog posts, videos, Facebook and Twitter feeds while remaining the fashion authority.

The other area of difficulty was how customers got around not being able to try clothes on, but with free delivery and returns, the process is even easier. With fit clearly an issue, the Arcadia group (Topshop, Miss Selfridge) are rumoured to be investing in a virtual model. ASOS are also investigating this and my-wardrobe.com are taking it even further with their new fit service (called dressappi). Their style guide features a very cool new technology, clic2see, which allows you to click on a shoot image and see the behind scenes video on your phone and view the actual products shown.

ASOS believes the future success of the industry as a whole will be about finding a way to integrate the traditional stores with the virtual world – so that they complement each other. There’s H&M’s new collaboration with the Swedish blogger Elin King, while at the luxury end there’s Bottega Veneta’s video of the making of the Knot which is shown in store.

Topshop sold key pieces from their SS11 collection the instant it went live.

Louis Vuitton have an online monogram service which allows you to monogram your chosen piece through the web – no need to visit the store, while both Matches and Bottega Veneta have introduced a service that allows you to order online and pick up in-store.

Selfridges offer a virtual jean fit called bodymetrics where your

body’s scanned, your measurements taken and the ‘perfect’ jean cut then suggested for you to try while in store.

The internet is also a way for designers to get valuable feedback from customers. At Nordstrom in New York, they implemented customer feedback on the site.

While initially unsure how to handle public customer feedback, designers soon realised it gave them a unique insight into fit and quality issues.

This is where designers differ.

Roland Mouret and Gareth Pugh have embraced the direct contact designers now have with customers.

Pugh streamed his SS11 catwalk show live to showstudio.com saying that ‘there is a real hunger for people to know everything about fashion. Being able to show my film online offered me the chance to talk direct to customers – to project an undiluted message’.

The once reigning king of fashion (and very savvy fashion pioneer) Tom Ford seemed to be bucking the trend for undiluted fashion exposure when he showed his SS11 catwalk show to press and buyers only – behind closed doors, no cameras.

But was it really so opposite to the trend for all exposure? Diane von Furstenberg and Natalie Massenet have already suggested that the future will see two kinds of catwalk show – a retail show and a ‘buy direct off the catwalk’ show for consumers.

Ford’s closed door policy shocked many in the industry, but could it be that his decision is more fashion forward than first appears? That his SS11 show was, in fact, one of the first trade shows and that those ‘buy off the catwalk’ shows are just a short hop and a skip behind?

We can but wait and wonder.

One thing is certain, fashion is getting faster and more accessible and that is something we’re major fans of.

The innovation

MY-WARDROBE’S NEW DRESSAPPI FIT SERVICE my-wardrobe.com are about to launch a new fit service called dressappi. Enter your measurements and the team at my-wardrobe will have already measured every garment on sale – ensuring you get a near perfect fit.

Online ONLY FIVE OF THE MOST COVETED E-SHOP EXCLUSIVES

Tom Ford £256 my-wardrobe.com

stella mccartney did an exclusive shoot for my Theresa TV

Anton Heunis £370 my-wardrobe.com

Raphael Young From £440 net-a-porter.com

ASOS White £160 asos.com

Bionda Castana £586 my-wardrobe.com

Feature

8 ifashion 34 ifashionmagazine magazine

NATALIE PORTMAN THE BLACK SWAN ON THE RED CARPET

By Maggie Goodman

In a blue Lanvin dress at an Oscar contenders event, in a white column sheath at the Screen Actors Guild Awards and in flowing pink silk at the Golden Globes, a discreet baby bump only enhances Natalie Portman’s reputation as a style icon.

She’s in radiant form after her recent engagement to choreographer Benjamin Millepied and after having snared a whole raft of awards, including a best actress Oscar, for her performance in the movie Black Swan. >

ifashion magazine 35

‘There were a few days when I thought I might die’

I Style cruSh

f you still haven’t seen Black Swan, then you’re missing the style icon of the moment doing what she does best. The film itself is kind of like Marmite. You either love it or hate it, but one thing’s for sure, you’ll have an opinion about it. Basically, it’s a dark and disturbing thriller about the cut-throat world of ballet, and Natalie stars as Nina, a brilliant young girl invited to dance the role of the white swan in Swan Lake.

Her character is obsessional and self-destructive, one minute an innocent girl, the next a passionate, conniving diva tortured by her ambition.

To play the part, Natalie trained for almost a year, mostly five hours a day, seven days a week. Fortunately, she had the basis of ballet training as a child, and the cheekbones and physique of a dancer, but even so, she had to start almost from scratch.

‘Black Swan required an incredible discipline and focus. It was an extremely regimented way of living,’ says Natalie. She was subjected to 16 hour days of filming and was sometimes on a near starvation diet (she lost 20 pounds) and suffered several injuries. ‘There were a few days when I thought I might die,’ she reveals. ‘It’s a year since I finished that film, but I’m not sure I’ve completely shaken it yet!’

But one of the rewards was working with Benjamin Millepied, now her fiancé. ‘It was a give and take process. He would choreograph something, see what I could do, then modify things based on that.’ He also advised director Darren Aronofsky on angles that would showcase her performance most effectively.

It’s rare for child stars to succeed in grown-up roles, but Natalie has flourished ever since she was approached by a scout from a modelling agency at the age of 11. She made her film debut at 13 in Leon.

She’s known for being choosy about her roles, but also for committing fully to everything she accepts, shaving her head for her part in V For Vendetta and showing her steamy side in Closer, for which she gained her first Oscar nomination in 2005.

But there’s a lot more than acting and showbiz glamour to Jerusalem-born Natalie who comes from a highachieving family. Her father’s a fertility doctor and her mother an artist and she learned early the value of education. ‘I’d rather be smart than be a movie star,’ she said when taking time off filming to study psychology at Harvard.

After graduating, she travelled widely, often on her own and started working for many international charities, raising awareness to everything from poverty in the third world to Rwanda’s endangered chimpanzees.

She’s also politically active, working to support the Democratic party and particularly Obama’s campaign in the last US election.

When you see Black Swan you can’t imagine Natalie being anything other than a fragile dancer, yet only a few weeks after scooping her Golden Globe, she was back on our screens in the romcom No Strings Attached.

But maybe her magnificent performance in Black Swan will be the one she is remembered for.

As Evening Standard film critic Derek Malcolm says: ‘Natalie Portman is a star who has now become a real actress too.’

It’s official. We’re totally in love with Natalie Portman’s look. She pulls off ‘less is more’ chic effortlessly and never seems like she’s trying – even if she is.

Proof that our style icon is more human than A-list, the actress admits the thought of going down the red carpet pregnant actually terrified her.

‘There was so much going on, I just tried not to trip at any point! I was trying to protect my future child,’ she reveals. And what a gorgeous child that will be too. Her fiancé Benjamin Millepied is a total catch, so we’re not surprised Natalie spent so much time training with him for Black Swan.

theclash It’s tIMe tO Get GraphIc In cOnflIctInG cOlOurs and kOOky prInts

Photographer Mark Cant Stylist Lynda Bell

38 ifashion magazine

Hat, £7.99, newlook.com Dress, £805, Thakoon at net-a-porter.com Belt, £99, store-uk.hugoboss.com Necklace, £25, wallis.co.uk Bangles, from £85 each, astleyclarke.com

< Hat, £25, asos.com Scarf (on hat), £205, jane-carr.com Shirt, £28, next.co.uk Trousers, £100, Topshop Unique at topshop.com Shoes, £495, jimmychoo.com Bag, £65, asos.com Bracelet, £475, dinnyhall.com Cuff, £225, Michael Milloy at econe.co.uk Ring, £12.50, wallis.co.uk > Jacket, £1,190, Marc Jacobs at brownsfashion.com Bikini top, £98, Diane von Furstenberg at matchesfashion.com Trousers, £45, topshop.com Sandals, £140, Carvela at kurtgeiger.com Studded bangle, £10, wallis.co.uk Resin bangle, £46.50 each, angiegooderhamstore.com

< Maxi, £355, Adam at brownsfashion.com Earrings, £55, theearringboutique.com > Top, £218, Diane von Furstenberg at matchesfashion.com Trousers, £35, Next Signature at next.co.uk Wedges, £100, Carvela at kurtgeiger.com Earrings, £88, Michael Milloy at econe.co.uk Ring, £72, Dannijo at my-wardrobe.com Cuff, £12.50, Diva at missselfridge.com

< Shirt, £385; shorts, £495, both Erdem at brownsfashion.com Bikini top, £148 for set, Zimmermann at oxygenboutique.com Wedges, £115, lkbennett.com Earrings, £185, dannijo.com Neon bracelet, £110; buckle cuff, £130, both CC Skye at oxygenboutique.com > Scarf (in hair), £185, jane-carr.com Top, £32, topshop.com Shorts, £580, Giambattista Valli at net-a-porter.com Bra, £95, agentprovocateur.com Bag, £650, jimmychoo.com Cuff, as before Bangles, £115.83 for 3, House of Harlow at oxygenboutique.com

< Jacket, £1,532, mulberry.com Maxi, £410, Tory Burch at net-a-porter.com Bag, £795, jimmychoo.com Ring, £12.50, both Freedom at topshop.com Earrings, £115, dinnyhall.com Bangle, £130.18, House of Harlow at oxygenboutique.com Necklace, stylist’s own > Maxi, £198, Mara Hoffman at matchesfashion.com Bra, £95, agentprovocateur.com Earrings, £60, astleyclarke.com Necklace, £220, assya.co.uk Cuff, £180.40, House of Harlow at oxygenboutique.com

Styling assistant Polly Knight Hair Nathalie Malbert using Bumble and Bumble Make-up Jaimee Thomas at Frank Agency using MAC pro Model Jade at Models 1

Feature

The Twitterati Social networking is moving beyond just status updates and THE BLACK SWAN ON THE RED CARPET tweeting to a virtual platform where fashion designers can sell and

S

showcase their work. Bel Trew talks to new label Beulah…

ome of the biggest names in the industry for an award and their humanitarian work has been are getting involved in the social networking mentioned in the same breath as Bono’s. This is before revolution. Louis Vuitton, Diane Von their clothes even hit the high street and their website was launched.

Furstenberg, Burberry, Jimmy Choo and Neither of the Beulah girls Lavinia Brennan, 23 or Diesel are all pushing the boundaries of this Natasha Rufus Isaacs, 27, took aevent, conventional route new FashionIn phenomenon. a blue Lanvin dress at an Oscar contenders Within a year of building up her social media presence, into Fashion. Lavinia is fresh out of University and in a white column at Natasha the Screen (Lady) is normally Actors spotted gracing society Diane Von Furstenberg’s online traffic increasedsheath by 13%. Guild AmericanAwards Apparel makes 25% of its revenue as a daughter of a Marquis and a close columns, and in flowing pink silk at the Golden Globes, from online campaigns. Forget animal print and midfriend of the royals. bumpThey only enhances calf skirts the hottest trendaindiscreet 2011 is socialbaby commerce. put their social backgrounds to good use, The pioneers of Social mediaPortman’s drawing onas their experience of online PR are the upstart Natalie reputation a personal style icon. social networking to build what is an impressive companies. Beulah, a woman’s wear label with a She’s in radiant form after her recent marketing strategy. social justice angle, is one of them. ‘We’re in a engagement to brand choreographer Benjamin after is For Beulah, theMillepied message behindand the Collections recession and Beulah is a new which means as important as the Collections themselves. it’s even harder’ explains co-creator Natasha Rufus of awards for her having snared a whole raft Social media gave them a space to story-tell.

Isaacs. With a lack of advertising budget, small labels performance in the award-winning movie From their FacebookBlack have to get creative.

Info andSwan.> wall pages, the girls Beulah turned to Facebook, Twitter and a blog. tell the history of the brand. Natasha and Lavinia Since then, Sarah Jessica-Parker and Demi Moore volunteered with victims of sex-trafficking in the Delhi are fans of their collection, the UN nominated them slums last year. Inspired by the work the aftercare> ifashion magazine 49

Feature invaluable market research, even if it is a little off the cuff. homes were doing, they wanted to create an ethical fashion Beulah also use Twitter. It is more immediate and brand that did more than just throw money at the problem. chatty than Facebook so key to developing the ‘voice’ of ‘Our aim is to teach these women skills that gives them a the brand. Lavinia and Natasha tweet from livelihood and a way out’ Lavinia explains to me.

Beulah as if it is one person. They chat about everything eulah employs and trains up 150 women at a from meeting Ashton Kutcher at the UN Human Fair Trade charity in Calcutta. On Facebook Trafficking event, to driving through the slums of they post links to relevant articles on the Calcutta. As networking sites like Facebook and Twitter sex-trafficking industry or pictures from their travels in India. This human element to Beulah play on the nosiness of human nature, their fans can’t help but stay involved. gives Fashion editorial that crucial hook to follow.

Retweeting makes this transient commentary Their designs also keep India at its heart. ‘We wanted concrete. Your fans retweet your words to all their followers, to create dresses that were effortlessly elegant’ explains and volià they have done the advertising work for you.

Lavinia, using the technicoloured palette of India.

The Beulah blog ties it all together nicely. Like a chatty Vibrant jockey silks are cut into Ossie Clark inspired press release, Lavinia and Natasha update everyone on maxis. Polite Issa-style wrap dresses are spiced up with recent press interest, trips and accolades, interweaving plunging necklines, an inbuilt cape or a flash of back. it all with their personal responses.

Their designs are fun and timeless.

All the social platforms are linked :‘If we write on our It is hard work generating and maintaining interest. blog it automatically updates both Natasha and Lavinia invited all their our Twitter and Facebook,’ explains friends on Facebook. ‘Then we logged ‘The aim of our label into other people’s Facebook accounts is to teach skills to women Lavinia. As Facebook, and and added their friends as well,’ said who have been saved from Twitter are usually associated with fun, any info drifting in isn’t Natasha, ‘It’s a great way of doing it, sex trafficking to give regarded as a hard sell. because then you gain 400 more people who them a way out’ It’s all paid off, Sky Sports see your work.’ presenters Charlotte Jackson Plus the brand comes on and Millie Clode wore their dresses on air. Beulah got recommendation from a friend. This, they both down to the final five for the United Nations Business explain, creates a strong loyalty to the label. Their Leaders Award. Guests Ashton Kutcher and Demi Facebook page becomes a community of fans.

Moore loved their work. Press are discovering Beulah ‘Updating your Facebook status is great because it online too – I found their brand through a mutual goes straight into everyone’s newsfeed’, Lavinia friend’s Facebook newsfeed. explained, then more people see it. ‘Always ask Although Beulah haven’t got their 1st collection in questions in your status’, Natasha added, as you’re giving your followers ‘actionable’ contact. Most stock yet, they have already taken pre-orders through people can’t resist posting their opinions or adding a their social networking platform. Every time they have a private sale, invites go out. ‘That’s how we got one of ‘thumbs up’ sign. That is then relayed to all their our stockists in Singapore… through Facebook,’ adds Lavinia. friends through their news feed. You’re talking directly to your customers: the Holy Grail for any company.

The future of social networking PR is mindboggling.

However overkill can make your brand look desperate Big companies like Marc Jacobs and Jimmy Choo are and cheap. It’s important keep a certain mystique and trying out Foursquare, a location based social networking Facebook is difficult space for this. ‘Don’t pester them site, so they can tailor news updates and invites to too much’ Natasha warned. ‘Group messages are where the fan is based. Chanel and Burberry have launched their own tailor-made social networking sites. annoying and no one will read them.’ One slip and you For the mean time Lavinia and Natasha are keeping lower the profile of your brand. a close eye on their online feedback. ‘We want to go One of the greatest benefits of Facebook is the vat of feedback. You can gauge interest in pieces from the into embroidery, using sari print for a bit mixture next collection, see what kind of posts your followers respond season… we’ll see what people like’. Tweats will tell. to and most crucially get contact details. It provides beulahlondon.com

B

50 ifashion magazine

‘We got one of our stockists in Singapore through Facebook’

WORDONTHE

ST. ‘WORK 70s STYLE WITH BRIGHT STRIPES OR A GREAT RETRO SHOULDER BAG’

Ellie Davies 21, art student Favourite eshop Rokit.co.uk Style icon Nancy Sinatra Why it works Ellie’s look has that perfect balance of designer, high street and vintage. Her dress works so well with the Mulberry bag, and the way she wears those Topshop clogs with the knee-high socks makes her look like she’s stepped right out of the 70s.

52 ifashion magazine

‘CONTRAST FLORALS WITH MANNISH TO KEEP YOUR LOOK FRESH’ JANE HALL 24, architectural assistant Favourite e-shop Etsy.com Style icon My friends Why it works Jane’s floral leggings look ever so stylish worn under an oversized cable knit and boyfriend overcoat. And the vintage bag looks great with her cute white boots.

Our photographer catches the mood

WORDONTHE

ST. ‘KEEP YOUR CITRUS BRIGHTS FLOATY AND FUN FOR A MORE FEMININE TAKE ON THE TREND’

RED PLG FLOWER 24, DJ and painter Favourite eshop Ebay.co.uk Style icon Vivienne Westwood

ALICE JEPSON 20, student Favourite eshop Cocosa.com Style icon Daisy Lowe Why it works Alice has made her super-feminine Topshop culottes totally wearable for spring. Worn over tights with a skinny belt and strappy A.P.C. wedges, this bright look makes us want to get our summer wardrobe out early.

Why it works Not for the fainthearted, layering up bold colours and textures is one of the key trends this season.

The scarlet boots, coat and matching lipstick give the right colour pops when set against a black outfit.

‘A BOLD STATEMENT COAT IS A TREND ESSENTIAL FOR SPRING’

Fashioninsider

SURF’S UP

We love being able to buy fashion from our phones while we’re in bed, at the pub or even on the bus! But do mobile apps and online stores mean the fashion industry is becoming less exclusive? Bel Trew speaks to three experts to find out

THE FOUNDER

S

Sarah Curran, My-Wardrobe.CoM

arah started as a sub-editor at The Times, before setting up Powder boutique in London and my-wardrobe.com in 2006. Within three months, it was outperforming Powder sales, so she went exclusively online.

Although Powder was successful, when Sarah moved to France and wanted to start a family, she played with the idea of a website. High-end online shopping and cheap fast fashion were already covered, but she realised that no website specialised in everyday-luxury – a very ‘now’ trend. So she took the plunge and my-wardrobe.com was born.

One of the biggest problems she faced was that luxury had always been treated as an experience when it came to shopping. How would

56 ifashion magazine

you compensate for on-hand assistants, mood lighting and dressing rooms on a website?

‘I created an online shopping destination with exceptional customer service that felt luxurious from the moment you logged on, to the package arriving,’ Sarah explains. What about the plush fitting room? ‘The returns policy,’ Sarah answers.

What could be more luxurious than trying on the clothes in your own home? If it doesn’t fit, send it back.

Sarah argues luxury online websites win because it provides services you can’t get in a store. Etailers do more than mimic high street shopping.

‘Online you can have live webchats with designers and virtual fitting rooms,’ she adds. ‘You can have shows

streamed live and shoppers are able to click-to-buy straight from the catwalk, and with mobile apps.

Online is a very exciting place to be right now.’

They’ve certainly played with the boundaries at my-wardrobe.com.

They have editorial trend features, style advisors to hand, a separate magazine, an online community forum and click-to-buy TV, called my-TV that demonstrates how to wear the fashion you’ve bought.

Online shopping is like having Gok Wan, a department store, YouTube and a full magazine editorial team at your disposal without even leaving your bed!

But it hasn’t been easy, particularly as online retail is still relatively new.

She was lucky to have started on the high street, so encouraged the existing labels she stocked in Powder to join the site. ‘It took time to >

â&#x20AC;&#x2DC;Shoppers are able to click-to-buy straight from the catwalk. Online is a very exciting place to beâ&#x20AC;&#x2122;

Fashioninsider reassure designers about selling their items online,’ she admits.

Another problem is that consumers can’t handle the clothes physically. A lot of work has to go into presenting the items online. ‘We shoot every item in-house, styling each piece as a full outfit,’ explains Sarah.

My-wardrobe.com has a full editorial team who work very closely with the buyers, in order to understand every piece in the collection ‘from the style, fit and fabric to how to wear it’. This is then fed into the trend reports and the clothes descriptions. Some etailers even provide catwalk videos of each item.

‘Online media has also brought an instantaneous expectation from consumers. They don’t want to have to wait for collections to drop into stores, they want it now,’ explains Sarah. Etailers are driving this trend.

Online shops are even affecting what the fashion houses do themselves. Why else were the Pre-Fall or CruiseCollections created?

Online shopping is a high street that’s open 24 hours a day, every day, anywhere. Two collections every six months just doesn’t cut it.

For Sarah, the future is definitely online. Media, technology and the retail experience will ‘blend to become seamless’ feeding our need for instant gratification.

We want more and we want it faster, so technology provides that desire. Designers, however prehistoric, will just have to deal with it if they want to stay ahead of the game.

58 ifashion magazine

THE DIRECTOR

Sandrine deveaux, MatCheSfaShion.CoM

‘People are time poor.

They don’t want to trawl the high street’

M

atches boutique was launched in 1987 and was an instant success. However, it took Matches nearly two decades to launch a website. ‘Our first online sale was operated from an in-store stock room,’ says Sandrine. Just five years on and matchesfashion.com is a global website.

‘We’re targeting international customers,’ says Sandrine. ‘Our stores are based on local neighbourhoods in London, but 45% of our online customers come from different parts of the world.’ This affects product selection. Yummy-mummy Wimbledon fashion is a far cry from the Chloéclad Parisians. So they have website exclusives, like Lulu Kennedy.

Sandrine focuses on being a ‘multi channel’ company. This rather dry marketing term is what made amazon.com massive. Instead of Matches identifying itself as two brands: Matches store and matchesfashion.com, they become one immense shopping experience. The danger of separating your brands means you could lose your store clients to your website and vice versa. You need them to be

loyal servants to both. ‘We try to make sure anything that’s offered online is offered to the store customers.’

What’s more, it’s not just about personal loyalty to Matches, Sandrine’s team are focused on the next generation of shopaholics. ‘Luxury brands are inspiration for consumers-tobe,’says Sandrine, noting that teens are increasingly interacting with high-end goods. This age group may not buy now, but they will and it’s important to draw them early.

Image is everything online. Matches do almost as many shoots as fashion editorial. Matches also offer a concierge service, called My Stylist, a virtual shop assistant.

Anna Wintour beware, traditional PR and glossy magazines are being replaced by bloggers: ‘They’re bringing in a new dynamic, and a new tone of voice and authority. They determine what’s cool, what are the trends.’

Etailers are recognising this, so Matches has its own blogger, Chloe Bratt. She blogs, while promoting the brands they sell in store.

Technology is another factor. ‘We launched a Matches Lookbook app on the iPad,’ says Sandrine. ‘People are time poor. They don’t want to trawl through the high street.’

Who knows, in a few years time, when 3D footage of catwalks, click-to-buy access and virtual fitting rooms become the norm, Fashion Week might be a tad empty…

info 0207 349 5222

Fashioninsider

‘

the editor

rebeCCa holMan, handbaG.CoM

The first thing consumers do when they’re looking for a specific item of clothing is Google it,’ says Rebecca, editor of handbag.com.

According to Rebecca, our online behaviour’s changing fashion forever.

Not only are we now buying online but we’re reading online. Digital editorial is a round the clock business.

‘We can constantly measure the success of our content and alter it,’ explains Rebecca. ‘We’re always evolving.’

Websites have an advantage over print because changes can happen almost instantly. Websites are also live, so online publications can literally ‘talk’ to their readers all day.

We need this level of interaction with a website, which is why social networking is so popular. ‘The net has become much more democratic,’ says Rebecca. ‘With the advent of Facebook and Twitter, the user expects to use the websites in a social, active way.’

As an editor, she’s responded to this by integrating social networks in their editorial content.

‘Everything we produce has to be as

interactive and shareable as possible,’ she says. This is what gives online fashion the edge over print media.

One of the main ways handbag.com keeps in touch with its readers is through the forum. It’s a great tool for the editorial team, as it tells them who the consumers are and what they want to read or buy. ‘Having an active community keeps the website dynamic,’ says Rebecca. ‘I can’t overstate it enough: user generated content is as, if not, more important than what we do on the editorial side.’

This is what gives print media a run for its money. ‘Users want to do something when they go online – not just absorb content,’ says Rebecca. ‘You always have to ask yourself, “How do we involve the user? How do we make this piece as shareable as possible?”’

Readers are encouraged to comment on a trend, share an article or even upload their own content.

It’s not easy working online, websites never sleep, so deadlines are constant. But the continual contact

‘Our users are as big a part of producing the content as the editorial team’ and connection with the user is what Rebecca enjoys most. ‘Our users are as big a part of producing the content as the editorial team.’

Yay, it’s all about us!

burberry

broke all the ruleS At London Fashion Week, Burberry live-streamed its SS11 catwalk on the internet. Anyone could click on the dresses and order then before the model had even stepped off the runway and receive their purchases just weeks later. Previously only A-listers and buyers with multimillion pound budgets could gain this level of access to the newest trends. Fashionistas quivered with anticipation in their heels.

It may have taken the fashion industry longer to embrace the virtual revolution for fear that it would damage its exclusivity, but the possibilities of what it will offer us in the future is so exciting.

ifashion magazine 61

High Street

£100 warehouse.co.uk

£110 Untold at houseofraser.co.uk

£139 hobbs.com

£140 frenchconnection.com

6

OF THE BEST… SPRING DRESSES

£40 dorothyperkins.com

Nothing says spring like a statement dress. Here’s our pick inspired by the hottest trends on the high street…

lust-have How to handle this season’s penchant for digital prints? In a neat box clutch of course! Treat yourself with this covetable dragonfly version

by Ted Baker, which ticks all £99 tedbaker.co.uk the trends this spring

£26.99 newlook.com

Save vS SplUrge Suede has been softened and shortened for spring, making it the hero piece in any transitional wardrobe. £35 marksandspencer.com

£70 warehouse.co.uk ifashion magazine 63

High Street £32 debenhams.com

£19.99 hm.com

£75 whistles.co.uk

MIX AND

MATCH

office Tapered silk trousers and a sheer-panelled blouse march this blazer straight to the office, whilst a splash of whimsical animal print adds extra style points

Work a claSSic Tailored jackeT WiTH SeaSoNal SeparaTeS To creaTe oN-TreNd, verSaTile lookS for THe office, eveNiNg aNd WeekeNd

luxe accessories and statement jewellery transform the functional jacket for an effortless £65 evening look. warehouse.co.uk add soft layers of silk for extra contrast

£52 frenchconnection.com

£28 marksandspencer.com

WeekeNd

eveNiNg

£19.99 marksandspencer.com

Team it with khaki and burnt orange for a modern safari take, worn best for downtime and weekends

£29.99 riverisland.com £22 next.co.uk

64 ifashion magazine

£29.99 hm.com

VIRGIN OUT Take inspiration from Sofia Coppola’s The Virgin Suicides this summer and make like Lux Lisbon in the new Atelier Collection from asos.com. A dusky colour palette and deconstructed fabrics will lend a floaty, 70s feel to your wardrobe.

BeST FOOT FORWARD

The best friend duo Natalia Barbieri and Jennifer Portman behind Bionda Castana have created gladiators for the first time this season. In english, the brand name translates to ‘blonde/brunette’ just like these sandals!

BLACK, £450; BLONDE, £500, BOTH AT MY-WARDROBE.COM

MOST SKIRT, £30; SUNGLASSES, £10, BOTH AT ASOS.COM

wAnTed Anna Beesley tells us what the hottest online buys are right now

it’s a wrap Liberty has recently established itself as the SCARVES, FROM £115 EACH, AT LIBERTY.CO.UK

go-to department store for underground labels and edgy collaborations. This April sees the launch of Five Scarves, by textile design students from the University of Southampton’s Winchester School of Art. A panel of judges, including a fashion buyer, a Vogue stylist and a shoe designer selected five scarves from 14 finalists, each designed to highlight a World Land Trust project around the world. Our picks are ‘India’ and ‘Borneo’ by Lauren Dunbar, and ‘Rangers’ by Freya Perrett.

67 ifashion magazine

MAIS OUI, MAIS OUI Androgynous French style landed on UK shores this year with the arrival of cult Gallic label The Kooples.

With three stores in London already, and the next set to open in Birmingham by summer, the French invasion is imminent. Sharp tailoring from Savile Row meets leather and leopard print to make one cool capsule collection that has Alexa Chung written all over it.

INTHE NET

SHORTS, £140; PUMPS, £165; SHIRT, £110, ALL AT THEKOOPLES.CO.UK

MOST

wAnTed

Etail giant net-a-porter.com is expanding this season to carry over 40 new designers, including punky New York jeweller Eddie Borgo, swiss heritage brand Bally, and parisian shoe favourite pierre Hardy. also new to the site are big hitters John Galliano, Comme des Garcons and ralph Lauren. american export rodarte is sure to generate fashion traffic, as is the return of 90s t-shirt activist Katharine Hamnett.

Former Nina ricci creative director Olivier theyskens has chosen net-a-porter to carry the first season of his eponymous line for theory, and from what we’ve heard, it’ll sell out fast.

WEDGE, £385; STILETTO, £625, BOTH BY PIERRE HARDY. BAG, £1,495, BY BALLY. T-SHIRT, £115 BY KATHARINE HAMNETT, ALL AT NET-A-PORTER.COM

68 ifashion magazine

$G G

V S D U N O H

W R

\ R X U

U H O D W L R Q V K L S

(Q M R \

R I I

'L D PR Q G V

Jewellery iFASHION

sparkling ideas for you this spring ifashion magazine 71

Jewellerybox

Theo Fennell

Compiled by Ailsa Miller

My flash trash Model amber atherton has the fashion crowd talking with her eboutique-come-blog My Flash Trash.

When she’s not out partying with rumoured fling Jared leto, amber can be found scouting new jewellery brands everywhere from local markets to the front row at paris Fashion Week. With brands ranging from Dannijo to london’s patricia nicolas, My Flash Trash has revolutionised the online accessory market. myflashtrash.com

Everyone’s buzzing about Theo Fennell’s range of bee-shaped jewellery. Delicately carved into yellow gold and dangling their amethyst like a drop of honey, these earrings will carry you through to summer in style. £4,250, theofennell.com

Erickson BEamon Bracelet, £123 by Patricia Nicolas

72 ifashion magazine

Scan this code on your Blackberry to be taken to Amber’s site.

Download the ScanLife app and shop wherever your phone takes you….

Urban outfitters launches its third collaboration online with new York favourite Erickson Beamon.

For a glam- rock take on a party favourite, try this cuff, £160. or for the brave-hearted, how about a crystal embellished knuckleduster? at £55, it packs a stylish punch for a lightweight price. urbanoutfitters.com

ring £8,210

Frieda Kaplan Gross, the romantic designer behind NOA Fine Jewellery, has just launched her first eshop

London-based gemstone specialist Faisal Joo has brought Indian diamond cutting techniques to British shores with his new Polki collection. By cutting and setting raw diamonds he’s given a beautiful, vintage feel to the modern bangle.

Wear alone or in a set for a sparkling impact. From £2,000, jooalinternational.com

Links oF London To celebrate their 21st birthday, the British jewellers have launched an elegant collection of bamboo-inspired silver. simple, classic, and timeless, this ring would make an excellent present for a polished twenty-something. £85, linksoflondon.com

TATTY DEVINE

show your love for the royal engagement and support Wills and kate on their big day with this perspex crown pendant – half price until May. £12, tattydevine.com

‘Who or what

is your muse?

I’m inspired by every life experience, from nature and literature to fashion. A few years ago, I stumbled across a local hippy market in Spain, where a little book caught my eye. On its cover was an old Buddhist symbol for love. Based on this drawing, I designed an entire collection of Love Knot jewellery.’

What’s been your favourite piece of jewellery so far?

‘This eye-catching, one-off rose petal ring. A fully bloomed flower of pink gold, it sits wide open and carries almost 10 carats of diamonds.

It’s so elegant.’

Who would you most like to wear your collection?

‘Angelina Jolie. Her style epitomises the NOA ethos – classic, wearable designs with a contemporary twist.’

What makes the NOA brand so distinctive?

‘I try to create collections that are accessible to women of all ages, from the fun animal-inspired pieces to the classic black and white diamonds. All of the collections are handcrafted to the highest quality in Italy, using the finest material and traditional techniques.’

What’s next for NOA? ‘Our new collection which is based on the timeless style of the 50s and 60s. This rose gold and diamond octopus ring is simply gorgeous.’ noafinejewellery.com

ifashion magazine 73

Jewellerypick 4 5

1 3

2

DROP DEAD GORGEOUS

7

Compiled by Ailsa Miller

6

8

1 Swarovski crystal and gold earrings, £50, theearringboutique.com 2 White gold and diamond earrings, POA, jooalinternational.com 3 Yellow gold and amethyst earrings, £350, by Miguel Ases at astleyclarke.com 4 Turquoise, peridot and pearl earrings, £1,585,

by Diego Percossi Papi at talismangallery.co.uk 5 Yellow gold, pavé diamond and lemon quartz earrings, £2,395, monicavinander.com 6 Yellow gold and multicoloured sapphire earrings, £3,800,

by Natasha Collis at brownsfashion.com 7 Yellow gold, amethyst, diamond and ruby earrings,£2,800, theofennell.com 8 Yellow gold and mother-of-pearl earrings, £4,195,

by Carla Amorim at astleyclarke.com 9 Yellow gold and turquoise earrings, £125,

by The Jali Collection at astleyclarke.com 10 Swarovski crystal and gold-plated chain earrings, £483, by Erickson Beamon at ericksonbeamon.com

9

10

ifashion magazine 75

iFASHION

BEAUTY

Compiled by Bella Blisset

CITY CHIC

Didnâ&#x20AC;&#x2122;t make all four Fashion Weeks? We asked top make up artists to take us on a whirlwind tour of the hottest trends, the best beauty boutiques and the must-have products from fashionâ&#x20AC;&#x2122;s capitals - so you can get in on the action at a click of a button.>

77 ifashion magazine

GET LIPPY WITH a

PARIS CLaSSIC Parisiennes are understated, classic and elegant.

SS11 adds a dash of rebellion to the traditional glamour with statement red lips

THE SHOW WauCHob

THE LOOK

Take your red lips up several notches because coral is the new power shade. ‘I was inspired by the freshness and femininity of old Helmut Lang adverts,’ says Revlon Global Artistic Director, Gucci Westman. ‘The classic luminous skin was the perfect backdrop for the peachy lip, which complemented the neutral palette of the collection.’

1 2

HOW TO GET IT

Prep skin with moisturiser before using your hands to smooth on foundation, starting from the centre of the face and working outwards. a sweep of dark brown eyeshadow on the eyelids and mascara on the upper and lower lashes will add definition. Then line and fill in the lips with a super-bright coral colour.

PRODUCT PICKS

1. Just bitten Lipstain + balm in Flame, £12.99 2. Matte Eyeshadow in Rich Sable, £5.29 3. PhotoReady Compact Foundation, £12.99, all revlon.com.

3

TaKE

TEXTuRE To THE MaX IN

NEW YORK THE SHOW

MaRC JaCobS

THE LOOK

Forget everything you’ve been told about doing lips or eyes – keep skin minimal and rock both. ‘Marc wanted the make-up to reflect the collection’s colours,’ says NARS Make-up Artist, David Scheffen. ‘So we paired intense, glossy green eyes with a matte russet lip to create a sexy, disco days look.’ Now prepare to party like you’re angelica Houston in her 1970s prime.

HOW TO GET IT

David layered a waxy lime-coloured pencil beneath a dark green shadow on models’ eyelids before smoothing Vaseline over the top for a super-wetlook effect. Pat a matte lipstick in red/brown on to the lips then use your finger to press a darker, glossy shade into the middle of the mouth to plump it out.

PRODUCT PICKS Get ready to mix ’n’ match make-up textures and rewrite the beauty rulebook

1. Celebrate Soft Touch Shadow Pencil, £16.50 2. Night Porter Eyeshadow, £16.50 3. Volga Pure Matte Lipstick, £18.50, all narscosmetics.co.uk

3

Capitalpitstop ‘I never miss a visit to Bigelows – a traditional apothecary that has an array of retro goodies for when you need to restock your washbag on the run,’ says David. bigelowchemists.com

2 1

MaKE FoR THE

EXoTIC IN

MILAN THE SHOW GIoRGIo aRMaNI

THE LOOK

Pack away your black kohl, this season, the smoky eye gets a seductive update in deepest navy. ‘The show was an ode to the mysterious glamour of the Tuareg nomads that trail across the Sahara Desert,’ says Giorgio Armani Cosmetics Creative Director, Linda Cantello. ‘I interpreted the legendary armani blue with a sunkissed halo effect as if the girls had spent a day trekking in the dunes.’

Dreamy hints of the exotic drift in as a new desert nomad chic are taking over the Italian fashion scene

HOW TO GET IT Line eyes in a navy eye pencil then blend an eyeshadow one shade lighter over the lid, extending it beneath the lower lashline. ‘as a finishing touch from armani, we added a triangular smudge on the inside of the eye to open it out like the midnight desert sky,’ says Linda.

PRODUCT PICKS

1. Maestro Navy Eyeshadow No.21, £20 2. Smooth Silk Eye Pencil No.3, £17 3, High Precision Retouch www.giorgioarmanibeauty.com

1 2

Capitalpitstop ‘The Madina make-up store has everything from pearlescent eye pigments to glittering nail lacquers and long-lasting lip glosses,’ says Linda. madina.it

3

GET THE NEW

LONDON GLoW 2

THE SHOW

HouSE oF HoLLaND

THE LOOK

Cheeks made their comeback as Henry Holland’s girls oozed the fresh young vibe of brooke Shields in blue Lagoon. ‘Skin was tanned with a dusty texture and a coral flush on the cheeks,’ says MAC Senior Artist, Debbie Finnegan.

HOW TO GET IT use a latte-like bronzer on the cheekbones, temples and down the bridge of the nose.

Then layer pigment powder over cream blush for a statement flush that’s a little bit naughty. Run clear lip balm over the eyelids and through the brows to add a dewy finish.

PRODUCT PICKS

1. Mineralize Skinfinish, £20.50 2. Pro Pigments, £15.50 each, all maccosmetics.co.uk

1

Capital pitstop ‘Angela Flanders is a perfume boutique full of unique but quintessentially British fragrances,’ says Debbie. £47, angelaflanders-perfumer.com

Shu Uemura Cream Eyeshadow in Light Blue, £18.50, shuuemura.co.uk

USP Prevents creasing.

How to wear it apply to the inner corner of your eyes and then fade the colour up and out.

Seen at Preen

Nails Inc The Vibrant Collection, £25, nailsinc.com

USP This web exclusive will save you £19 for the set.

How to wear it Paint your nails in alternate colours.

Seen at Giles

Urban Decay 24/7 Glide-On Shadow Pencil in Morphine, £14, beautybay.com

Yves Saint Laurent Lip Colour in No7 Le Fuchsia, £22.47, johnlewis.com

USP Free of parabens and parafin.

How to wear it For deliciously sweet eyes, blend lightly over lids.

Seen at: Mary Katrantzou

USP It contains SPF15 to help protect your lips.

How to wear it outline with a lip pencil, fill in and pair with simple eyes.

Seen at Marc Jacobs and DVF

PLAYTIME POP If it ain’t bright, it ain’t right, so jump into your paint box because beauty just got bold!

MAC Quite Cute Mineralize Blush in Miss Behave, £9, maccosmetics.com USP baked minerals refined into a powder formula, provide an exceptionally lightweight application.

How to wear it Perfect for highlighting cheekbones.

Seen at Julien Macdonald

Bobbi Brown Peony & Python Palette, £38, bobbibrown.co.uk USP Inspired by lush peonies, this kit created by Tibi designer amy Smilovic shows you how wearable purple can be.

How to wear it use the lighter greys for day and blend in black for night.

Seen at Tibi

Fudge Paint Box Creative Conditoning Colour in Clockwork Orange, 8.95, fudgehair.co.uk

USP Non-committal vibrant hair colour, that lasts between 3 and 30 washes.

How to wear it Dip-dye your ends.

Seen at altuzarra 83 ifashion magazine

BRIDAL GOWNS

Essense D1218

at Jodi

www.weddingdresses.uk.com

In celebration of Creed’s 250th anniversary comes Aventus.

Keep your cool with crisp notes of blackcurrant and bergamot, balanced by heady oak moss and vanilla. £142, creed fragrances.co.uk

Menswear

TOP

SMELL GOOD

gear

NickNamed the ‘kiNg of cool’ take your cue from Steve mcQueeN. a Natural yet diStiNctive all-americaN boy meetS reNegade

Zip it up

Harrington jackets never go out of style. £160, baracuta-g9.com

loAfIng Around

Driving shoes are a summer essential, but steer clear of wearing with socks! £65, topman.com

To A Tee You can’t go wrong

with a white cotton tee with side pocket. £38, sunspel.com

in the shade

TAKEFIVE…

£155 brownsfashion.com

£80 tommy.com

£28 topman.com

£80 tommy.com

THe ClASSIC CHIno now CoMeS In All ColourS of THe rAInBow!

£93 gantuk.com

Compiled by: Ben Spicer Photo: william Claxton/demant Photo Management

Steve McQueen’s favourite folding sunglasses have been relaunched and come in a black leather pouch. £279 mrporter.com

ifashion magazine 87

www.

Ordering a dress from Dubai or a bag from Berlin doesn’t have to be scary.

Give your wardrobe a passport to the world…

paris berlin

colette.fr Hailed as Paris’ coolest cult fashion hang-out, Colette stocks an eclectic mix of new labels and rare finds.

Beat the usual in-store elbow fight and wave goodbye to the Eurostar queue by clicking on to their chic eshop. We’ve fallen for Alice Lemoîne spring knits and Rodarte’s collaboration with Opening Ceremony.

The secret’s out! Hidden away in a tiny courtyard, Andreas Murkudis is a treasure trove of all things quirky and unique. It’s a fashionista bolt-hole. If you’re after effortless cool, check out Kostas Murkudis’ range of luxe sport-inspired clothes or bespoke chainmail and feather accessories by Julia Menthel.

shop.andreasmurkudis.net

LA

amrag.com

Looking for laid-back California cool? Amrag.com means you can feel like a real star and have sought-after denim label PRPS shipped directly to your door.

world.wide.websites

dubai

boutique1.com If you love luxury, then this store at Jumeirah Beach Residence is one to watch out for. Piled high with the hottest brands across the globe, their new season stock boasts one-off worldwide exclusives from labels such as Hervé L. Leroux, Toujouri and Elie Saab.

stockholm

For the ultimate high fashion experience, this website features most sought-after must-haves from the world’s top designers for us to indulge in. We can’t wait for Theysken’s Theory debut collection to hit our iPads.

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copenhagen the-v-store.com Venture on to Henrik Vibskov’s cult online boutique and you’ll be able to bag pieces from his entire collection – exclusive to the site. His own label sits side by side with other off-beat designers, such as Kron by KronKron famed for far-out shoes as well as kooky necklace designer Sabrina Dehoff. ifashion magazine 89

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iFashion advertorial

T

he words conjure up images of cool summer breezes and girls in floaty dresses, but what does the name mean? When I asked Clare Moore why she called her three boutiques Blue Lawn, she didn’t know either. “I just liked the sound of it and what it seems to represents. Sort of calm and pretty.”

Clare is a tall, attractive blonde who gives out an impression of charming vagueness but is almost certainly the complete opposite. Anyone who can run three boutiques in three different towns as well as keeping the family happy has to know exactly what she is doing.

When we met in her new Tunbridge Wells boutique, Clare was slightly stressed, (having just arrived from her home in Dedham and in the middle of planning a party that evening) but warm and friendly and delighted to talk about the new shop.

“I came here in the summer and felt that the High Street had a really nice feel to it and that the kind of things I sell would complement what was already here.

“We don’t sell mainline brands, we

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go for quite quirky French and Italian stuff that you don’t find anywhere else. And some of our stronger brands aren’t covered by the other stores. I thought there was a gap here and it’s good that there are a lot of boutiques because then people come from all around to shop the area.”

The other Blue Lawns are in Chelmsford and Essex and they carry similar stock and target the same market. “I would say our customers are mostly between thirty and sixty five; women who love fashion but want to be comfortable and trendy without looking as if they’ve tried too hard. They’re busy and successful and want to put on something every day which looks good and makes them feel relaxed.”

Because the Tunbridge Wells shop opened midseason, most of the clothes were poached from her other two shops and they’ve done very well with Vivienne Westwood, Antik Batik and Handwritten as well as their wide range of boots. “But the clothes in the shop now for Spring Summer are a brand new collection. There are pretty neutrals, nice jackets, some >

Photographs: nick parker photography

WHAT IS IT ABOUT BLUE LAWN?

“We don’t sell mainline brands, we go for quite quirky French and Italian stuff that you don’t find anywhere else.

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Somehow, the more you think about Blue Lawn, the better the name sounds. Enticing, different and just a little eccentric. slightly military or naval, all easy to wear. We have collections from Paul Smith, Vivienne Westwood, Local, Vanessa Bruno, Twenty 8twelve (the Sienna Miller collection), Future Classics. Also clothing and jewellery from the amazing Gas by Marie from Paris plus many other brands from Italy, Portugal, France and Belgium, a complete European look. All these brands have a website and none really retail much in the UK which makes our store exciting and eclectic.”

The story of Blue Lawn started nearly nineteen years ago in Chelmsford.

Clare had previously worked in the City as a trader but moved out to Essex to convert an old barn into a home. When she had her first child she didn’t want to have a full time nanny and commute so resolved to make a life change. “I’d always had a passion for clothes and design and realised there was nothing at all in Essex so decided to go for it.

The second shop is in Dedham where Clare lives. “It’s a very small store, much more a pull up and park but Dedham has lovely hotels and restaurants and bars and a lot of visitors from London who like to shop there.”

Blue Lawn also offers a personalised service in each of its stores. “I can

help clients with their wardrobe for the coming season and encourage them to try, if not buy, a look which they yearned for but may not have the confidence to put together. And I can highlight when I will be in the store to help them, although all our sales staff are relaxed and confident about the clothes we sell.”

Details about this service are on the Blue Lawn website. “At the moment we are only selling one brand, Odd Molly, on the site but we will look at that again. I see the site mainly as informative, to tell clients what brands are currently in our shops and encourage them to come in and look.”

Never one to stand still, Clare is planning to open one more shop in the future but the location is undecided.

Perhaps when you have the knack, the more shops you have the easier it gets but, she is obviously dedicated and ambitious and determined to provide her customers with the best. “Blue Lawn has built its client base on trust.

Nothing too mad for the woman who wants to find her own fashion identity.

I want her to leave the store feeling thrilled with her purchase, however small, and satisfied that she is taking home a sample of our relaxed, confident look.”

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THE FASHION MAGAZINE FOR WOMEN WHO LOVE TO SHOP ONLINE

If you would like to discuss advertising opportunities with iFASHION magazine and website please contact us by e-mail advertising@ifashionmagazine.com or phone 01892 515752

Copycat

STYLE iCON

Bianca Jagger’s white-hot signature style is easy to imitate with a classic blazer and crisp slacks. Inject some colour with fluoro shoes and statement accessories

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Compiled by Anna Beesley

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GET THE LOOK

1 £230, by Joseph at my-wardrobe.com 2 £225, by D&G at net-a-porter.com 3 £69.99, zara.com 4 £220, by Linda Farrow at brownsfashion.com 5 £10 for set of 3, boohoo.com 6 £1,175, by Stella McCartney at matchesfashion.com 7 £15, asos.com

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