1
SEPTEMBER 2017
INTRODUCES HER NEW SHOE COLLECTION
3
5 LETTER FROM THE EDITOR
5TH FLOOR FOOD
PRODUCTS TRAVEL
FRONTICE
ACE & JIG
IF THE SHOE SHITS: CHIARA FERRAGNI
SUGAR COATED
FOUNDER: Karen Sepulveda CHIEF CONTENT OFFICER: Randy Dunbar
NEVER REGULAR
CHIEF EXECUTIVE OFFICER: Sophia Sigala EDITOR, ILLUSTRATED GROUP: Caitie W, Destiny Garcia
Lucid is going to be the go to fashion magazine for 2017. Lucid is about capturing the cultural moments through the study of fashion pieces. Our fashion images are bold and beautiful; it’s beautiful imagery leaves an imprint in people’s mind like no other. Essentially, what we are trying to convey is to inspire people to see things differently by telling a story though powerful images.
MANAGING EDITOR, SPORTS ILLUSTRATED: Christian Stone MANAGING EDITOR, SI.COM: Celine Dojaque, Elsa Apodaca. EXECUTIVE EDITOR: Bruno Sepulveda GROUP CREATIVE DIRECTOR: Karen Sepulveda ASSISTANT MANAGING EDITORS Laura Aguero LucidMagazine.com @LucidMagazine LucidMagazine Lucid_Magazine
DIRECTOR OF PHOTOGRAPHY: Randy Dunbar STAFF WRITERS: Sophia Sigala
7
Getting to know the new editor in chief of Lucid Magazine
W
here are my manners? Let me introduce myself, I am Karen Sepulveda Lucid’s editor in chief. Beginning with the September issue we will learn from one another what a magazine is, and what it can be, in our always changing new world. I am a magazine enthusiast, I really believe that no matter whether a magazine is delivered to your doorstep or to your computer, it is still the work of an editorial team for a discerning audience, a beautiful and meaningful package of ideas, words and images that a group of experts prepares for its readers. There is a story this month that I particularly like because it combines a great read with intriguing photographs. It is with the amazing Chiara Ferragni where she shows us her new shoe collection and how she got there. Hope you enjoy and get inspired by this issue. Sincerely,
Sepulveda
9 Food | 5th Floor | Travel
WHEN A MOON HITS YOUR EYE LIKE A BIG PIZZA PIE... THAT’S AMORE! WHY ARE WE SO ADDICTED TO PIZZA?
J
ust about everyone person in the world loves pizza. Imagine that mouth watering pizza dough topped with tangy tomato sauce and covered with hot melted cheese is simply amazing. But what is it, exactly, that makes us love pizza so much? The folks at “Reactions”, a YouTube channel produced by the American Chemical Society, explained the chemistry of pizza, diving into what makes each and every ingredient so delicious, and how they all correlate to create awesomeness. The video explains how the components of the pizza “hustle your brain’s pleasure centers into overdrive” (complex chemical symphony of flavor and texture).
By. Buisness Insisder Photography: Karen Sepulveda
Food | 5th Floor | Travel
HANDBAGS WOMEN’S BEST FRIEND THEY SAY DIAMONDS ARE A WOMEN’S BEST FRIEND, BUT IT MIGHT ACTUALLY TURN OUT TO BE HER HANDBAG.
O
ne of the most important relationships in any woman’s life is between her and her handbag. Whether you actually own your dream bag or maybe just day dream about owning one, the enduring love and partnership between you too is an unbreakable. Forget diamonds! New research and studies have shown that a handbag may now be a
women’s best friend. Today, women think handbags are a more important item to purchase than underwear. Not only that, but, most women from ages 18-35 see handbags as one of the most desirable fashion accessories. Handbags are a great statement piece to have in every women’s closet to be able to enhance the overall outfit. By. U.K News Photography: Karen Sepulveda
11
Food | 5th Floor | Travel
LITTLE DO THEY KNOW WHAT YOU’RE MADE OF
W
hen in doubt go to Mexico! But why you may ask; Why not somewhere else? Here’s the reason why; Mexico is a country thriving with unique culture and history. As a country in Latin America with the highest amount of tourism, Mexico offers a variety of opportunities to explore its ancient historical landmarks and amazing cuisine.
The art scene in Mexico is a mix of classic works and modern folk art. Illustrious murals are sprinkled throughout the country, reflecting back the culture and telling stories to the people. Nevertheless if you want to have fun or relax there are a lot of spots in Mexico that are right for you, your partner or even your family. By. National Georaphic Photography: Google
13
The ultimate fashion guide for men and
1
2
4 3
5
10
15
9
women!
7 6
8 1.- Spring. Low-Top Sneaker Red $34
6.- Realisation. Red Wrap Dress $195
2.- Zumiez. Denim Ripped Jeans $61.95
7.- J. Crew. Original Demin Jacket $128
3.- KayMu. Leather Jacket $43.89
8.- Adidas. White w/ Black $64.95
4.- L.L. Bean. Grey Sweater 29.95
9.- Lulus. Black Purse with Long Strap $36
5.- RayBan. Black Aviator $195
10.- H&M. Silver Rings $5.99
17
Chiara Ferrani is very excited to intoduce her new shoe collection and tell us all her creative process. Photography by Gabor Jurina Styled by Zeina Esmail
19
21 IT’S A BIG STEP FOR US, COMPLETELY DIFFERENT THAN WHAT WE’VE DONE SO FAR.
C
hiara Ferrani is a fashion yet pop shoe brand which appeared on the market in 2013. The brand is renown for its iconic “Flirting” motif and it presents today playful yet stylish collections which combines inspirational elements from travels, music, pop culture and contemporary art universe. Chiara Ferragni shoes are 100% Made in Italy and they are created with genuine leathers and handmade sewings in the south of Italy, which is well known to be one of the most important district for shoe high craftsmanship and know how. Editorially, the site relies less
and less on Ferragni’s own posts and more on those of the editors and writers whom she has hired. She has also worked to elevate the status of her sister Valentina Ferragni, along with the “TBS Crew” — a sort of influencer network that helps to embody the online magazine’s ethos. The latest redesign also features the first editorial site to use Live Story, a visual commerce tool that helps publishers pull in content from other platforms via a hashtag in order to populate shopable posts. The team will also use the tool as its native-advertising solution, creating hashtags for specific clients that are directed to a branded landing page.
23 To be sure, building a cast of characters around The Blonde Salad brand is a way to diversify brand partnerships. Valentina Ferragni, for instance, attracts a younger audience. “She’s all about the teenage dream,” Ferragni says of her sister, who has more than 1 million followers on Instagram. “So many brands that I wouldn’t see myself working with are the perfect fit for her.” The TBS Crew, on the other hand, are a collection of 20 micro-influencers, with followings in the thousands. Their profiles are being slowly built to serve different advertising niches, including travel, sport, food and beauty. Ferragni and Pozzoli have been scrupulous in positioning each cast member, limiting their advertising partners to brands that they believe are a genuinely good match for the editorial content. In a January 2015 Harvard Business School case study of The Blonde Salad’s business, Pozzoli revealed that the company chose to fall short of its 2014 advertising revenue target because it rejected offers from brands that did not align with the editorial message.
I PREFER ATTRACTING THE YOUNGER AUDIENCE
FOR THE LAST THREE YEARS, WE HAVEN’T BEEN A BLOG. WE’VE BEEN A WEBSITE.
While Ferragni and her team — 90 percent of whom are based in Milan — have carefully plotted the trajectory of The Blonde Salad brand, one thing she doesn’t appear concerned about is the US Federal Trade Commission (FTC)’s crackdown on influencer posts. “Most of the time what I wear is not paid for — it’s my choice,” she says. “And on the website, everything we select is completely not paid. The editors decide.”
25
Ace & Jig’s eco ethics and boho vibe have earned them cult status. Now, with on-the-road swap meets, designers Jenna Wilson and Cary Vaughan are inviting fans to go old-school mobile. By Monica Corcoran Harel
27 27
29
E
very great road trip needs a stellar soundtrack. For the designers of Ace & Jig, who late last fall covered nearly 400 miles of California coastline in a tricked-out, turquoise VW bus, the musical selection was all about stoking a community of strong women. “We listened to a lot of Tina Turner and Solange’s new album—loud—and drank a lot of coffee,” says Jenna Wilson, who hit the highway with business partner Cary Vaughan and their creative team to glean West Coast inspiration and host a series of clothing swaps, inviting their followers to shop new Ace & Jig pieces and trade their gently worn favorites from the brand at like-minded boutiques in San Francisco, Santa Cruz, Ojai, and Los Angeles. For years, Wilson and Vaughan had talked about meeting their fans face-to-face and creating a space for everyone to interact. Why a swap? “It wasn’t really our idea. It came from our fans, who already trade our pieces on Instagram,” Vaughan says. “We just wanted to bring everyone together.”
WE ARE A COMMUNITY OF STRONG WOMEN
Wilson and Vaughan go way back. They first met in New York as fashion design interns in 2001 and later went on to tag team as creative directors for the contemporary brand LaRok. While each was taking a career hiatus to start families of their own, they also conceived Ace & Jig—its name inspired by their children’s initials—and founded the label in Brooklyn in 2009. (Wilson now lives in Portland, while Vaughan works out of New York; they video-chat throughout the day to reference imagery and trade ideas.) Their convention-defying silhouettes, cut in kitten-soft cotton in vibrant hues and whimsical prints handloomed in India, include widelegged, pleated gauchos in vivid stripes and supersoft, dropped-waist madras mini-dresses. To those in the know, these pieces are as instantly recognizable as a Birkin. In less than two hours at the L.A. swap, all 50 or so items that women brought from home have changed hands, free of charge, and the piles of one-off samples for sale are mostly depleted. But the crowd lingers, as devotees approach Wilson and Vaughan for a hug or a selfie. “I have lived in L.A. for years, and I’ve never felt starstruck, except for once when I met Keanu Reeves,” says Stephanie Peterson, a professional organizer from South Pasadena. “But I was such a groupie when I met the designers—I have so much respect for them and this brand.” Clearly, Ace & Jig’s commitment to community, female enterprise, and sustainability holds as much appeal as its woven creations. And based on the success of this maiden voyage, more tours are planned for later this year. “This all feeds into the ethics of what we care about,” Wilson says. “We want women to have such a deep emotional resonance with our clothes that they want to pass them along with love.”
31
Let your creativity flow do
33 33
on’t be afraid to express yourself, let your nails do the talking! Photographed and Styled by FIDM Students
35 STEP OUT YOUR CONFORT ZONE, YOU WON’T REGRET IT
L
et your nails do the talking! No need to sugar coat it, unless it’s literally. Dipped in glitter, decorated with candy, or even if you’re just mixing up some new patterns - your nails are a way for you to tell a story. We should use them to express our inner selves, so why not go crazy? For those who may be a bit more timid and afraid to step outside of their comfort zone, nails are the way to go. Seeking inspiration from the hottest new nail trends is always a good idea, but why not try something that you normally never would. If you were thinking about getting some new body jewelry but are still hesitant, work those jewels into your style through your nail designs. We have all witnessed celebrities, friends, and even people we pass by in the streets with killer style that’s really out there and like nothing we have ever seen before.
37
THE POSIBILITIES ARE ENDLESS AND YOU CAN NEVER GO WRONG Perhaps you’ve always wanted to make a drastic change in your style that’s a little more avant-garde, but you don’t know how. Start slow and use your nails as a transition into a style much different than the one you are used too. 3-D glass nail trends are a great example of how to amp up your style! This beautiful nail design creation started in Korea and can now be seen all over the world. The possibilities are endless and you can never go wrong. Nail design is an art form and you are the artist, so take your canvas and create something that speaks to you!
39