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Publisher’s letter
I have to be honest, planning a Summer edition is a lot of fun. For
me, the fun comes from the challenge. Summer to many is beaches, and bathing suits, page after page. So to plan a fashion magazine with the intention of wanting to showcase fashion differently, that can be a lot of fun. Challenging at times, but fun!
photo: Lyndon Goveas
This issue, I’m very excited to feature both designers Matthew Gallagher and Nora Zabarah Pucci of Zarucci. Both are Canadian and amazing talents on the rise in the industry. Our editorials this edition are once again all Canadian teams between Ottawa, Toronto and Vancouver. I’m also very excited to have this years model search winner Antonia on the cover, I look forward to seeing her grow in the business. There has been a lot of talk lately about shopping local, supporting local and the importance of it. Supporting local is very important because it gives back to the community you live in. Take a local magazine for example, buying a copy or a brand buying advertising puts money into the magazine. That allows the magazine budgets for local creative teams. By hiring the creative teams, they too are giving back. The fashion stylist hired is pulling local brands/designers to feature and further promote the local retail economy. From this, the local retailers grow in sales and begin requiring in house campaigns, look books and etc. Again, local creative teams are hired to produce the material. The material/work is then used as advertising in space purchased in a local magazine. It can become cyclical and benefits all involved. By promoting and supporting each other, this makes growing outside to a more national audience easier. It helps nobody including yourself, so settle when we both know that there is a reason why every company wants global appeal. Global appeal translates to billions of potential customers instead of 800,000 or so. I mean, when does sitting in your corner, arms crossed, ever do anything for you? A big reason why I started this magazine was to give locals an avenue in fashion. To be able to feature local Ottawa brands, with national and international brands is something that is very important to me. Brands grow off of awareness (and sales), so I want to give local designers, boutiques, models, make up artists and etc., not only a platform to raise local awareness and sales for their brand, but to raise their awareness and sales potential on a global scale. Growth is key for success, don’t limit your own growth just because it may be outside of your comfort zone. As this issue is our last issue before our three year anniversary, I want to say a big thank you to everybody who has been with us for this journey so far and I look forward to sharing the future with you. We have some very big plans for this Summer and for our next edition. Keep an eye on our social media platforms for updates, especially our YouTube channel as you can expect a lot more from us in the video realm. Have an amazing Summer ladies and gents! Stay inspired! Christopher Massardo Editor-in-Chief christopher@pressthefashionmagazine.com
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editor-in-chief/PUBLISHER christopher massardo
editor
Amber Watkins
assistant Editor Alyssa Beltempo
copy editor M. francis
contributing editor shawna rizzo
contributing digital editor leah harper
contributing beauty editor oz zandiyeh
graphic design intern Emily luciano
media inquiries
info@pressthefashionmagazine.com
contributors
magdalena m, renat touichev, daniela majic, zara ansar, jane & jane, rachel elizabeth smith, vincent lee, bree powell, Amanda Lee Shirreffs, Jennifer Gemakas, Theshlen Naidoo, ashley dawn szabadi info@pressthefashionmagazine.com www.pressthefashionmagazine.com www.facebook.com/pressthefashion twitter @PRESSthefashion Instagram @PRESSthefashion PRESS The Fashion is an independently owned and operated magazine in Ottawa, Canada. PRESS The Fashion can in no way be duplicated or reproduced without written permission directly from the magazine’s editor-in-chief. Copyright Š2011 PRESS The Fashion ISSN 1925-9042 7
The ‘PRESS-tigious’
A little bit more about some of our talented contributors.
Magdalena M The Toronto based, but internationally working photographer is no stranger to the ‘PRESS Family.’ For this edition’s cover we turned to Magdalena’s careful eye to capture a strong but almost whimsical feel for our model search winner.
Rachel Elizabeth Smith From runway and bridal, to editorial and video, Smith’s beauty work is everywhere. A true artist, Smith believes that inspiration can be found anywhere: rifling through magazines or simply walking down the aisles at the grocery store.
Vincent Lee Vancouver based Lee is the talented style mind behind our opening editorial ‘The Competitor.’ With a strong editorial sales sense, Lee brings enviable style on set that has us asking, “where can we buy?”
Jane & Jane The Wonder Twins. Photography duo Jane & Jane are twin sisters that share surreal and hauntingly beautiful images with the world. With a unique and sometimes hard to describe aesthetic, we never tire of seeing what these ladies produce next.
Antonia Our model search winner Antonia is off to an amazing start. With her first cover under her belt, Antonia has now shot a campaign with fashion brand Zarucci, worked with Originals by Andrea, walked in Ottawa Fashion Week, all while building her portfolio and attending school.
Lauren Our current “muse of the moment” in the ‘PTF’ office is the locally scouted Lauren. Why do we love her so much? Her unique but versatile beauty works in almost every genre, add to the fact she moves like a dream on set and we’re one happy client!
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Contents.
Summer 2014 pg. 32
the text 20. designer feature - Matthew Gallagher 23. feature - Q&A with James Jefferson 38. designer feature - Zarucci 46. feature - Q&A with Fruit Couture
The Images 10. 24. 32. 40. 48.
the competitor by Renat Touichev curiosity killed the cat by JANE & JANE let’s accessorize fashion(able?) crowns of illusion by Daniela Majic pg. 20
ON THE COVER
pg. 32
photographer Magdalena M fashion editor Amber Watkins makeup, hair & nails Rachel Elizabeth Smith with PUSH model Antonia with Angie’s Models top - EXPRESS bangles – Originals by Andrea earrings & ring - Miz Dragonfly scarf - Ted Baker clutch - Yliana Yepez necklace & ring - EXPRESS pg. 10 9
The Competitor Photographer
RENAT TOUICHEV
Make-up and Hair
top Zara swimsuit VLC sandals Zara
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fashion Stylist
OZ ZANDIYEH with Judy Inc
VINCENT LEE
using
Model
BRITT
MAKE UP FOR EVER
and
with
NOBASURA RAD KIDS
TRESemmé Hair Care
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dress Material Girl
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top H&M skirt H&M shoes BDG 13
jacket Calvin Klein swimsuit LA Space
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dress Zara 15
sweater Zara bottoms VLC heels Zara
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dress VLC socks American Apparel shoes PUMA 17
top Aniimiism shorts Material Girl socks American Apparel wedges ALDO
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Want to see the full edition? Check out “Where can you buy?� for locations to purchase our print edition and where to download our digital version