The Stylist Handbook by The Stylist Handbook

Fall 2010 Vol. 1.1

The first magazine ever for Fashion and Wardrobe Stylists

Cougar Townâ&#x20AC;&#x2122;s

Busy Philipps

Letter from the Editor...

hen I came close to failing the first grade due to a learning disorder unbeknownst to my teacher I thought to myself, “I will never read or write another sentence as long as I live.” Thanks to a strong, supportive mother, and wonderful mentors, I was able to over come my disability. Today I am proud to call myself a writer, journalist, and editor in chief.

journalists play an enormous role in what we view in magazines, on celebrities and online. It’s these people who are going to improve the way young women and men view themselves, and fashion for years to come. I feel it is our duty to improve their quality of life and our very own through what we love the most… fashion and style.

After working for others; helping them develop their publications, taking on websites, blogs, and print, I finally decided it was my turn to start a publication geared towards what I really care about…fashion and style. I can’t begin to thank all the contributors who were eager to get involved when I came calling. It’s so fulfilling to be surrounded by such supportive and talented individuals.

In this, the first issue of our quarterly publication, we cover some really great topics, such as defining what it is to be a modern fashion stylist, an interview with one of fashion’s most modern influential men, Cameron Silver, the owner of Decades Inc. (page 18), Strategist Candice Caldwell provides us with business advice for the 21st century stylist, covering social media and branding (page 34.) We will titillate your fashion senses with fashion spreads from photographers Daryl Henderson, Chris Callaway, and Efren Beltran. Callaway shot an amazing spread styled by Project Runway’s finalist Jerell Scott. It’s a lavish spectacle of his latest Fall collection. It just doesn’t get any better than that…well, it actually will in the following issues of “The Stylist Handbook.” Enjoy!

“The Stylist Handbook” was born out of a desire to fill a void that I felt existed both in the industry and within aspiring stylists. The term fashion stylist has just recently gained more of a mainstream understanding within the past decade, especially due to reality TV shows, like “The Rachel Zoe Project”. I really wanted to speak to the fashion industry’s stylists, editors, designers, and those who are passionate about fashion, style, trend, and image. When I say image I really mean the sense of self-image. As a young woman I struggled with my self-image and self-esteem like most young girls. I feel that a modern fashion stylist’s focus on image has to do with improving one’s self image for the purpose of improving one’s character, esteem, and lifestyle, while also taking on the responsibility of having an influence on media in the fashion world. Stylists, fashion editors, and

Please feel free to contact me with your feedback and interests in contributing. I’m always happy to hear from you.

Kisses, Devon Poer Editor In Chief

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CONTENTS

6 Defining: The Modern Fashion Stylist

38 Designer: Maria Bianca Nero

Celebrity: Busy Philipps

40 Spread: Sheâ&#x20AC;&#x2122;s Got the Look

18 Influence: Cameron Silver

48 Interview: Carmen Steffens

20 Spread: Fair Maiden

52 Spread: Modern Antique

28 Stylist: Devon Poer

60 Industry: aLine Media

32 Styling Kit: Shibue

64 Profile: Collective Artistry

34 Influence: The Social Stylist

66 Behind-the-Scenes

36 History: Lesson

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68 Directory

THESTYLISTHANDBOOK.COM

CONTRIBUTORS Devon Poer Editor In Chief Daryl Henderson Director of Photography Senior Editor Jake Burbank-Goldrich Copy Editors Rose Poer Melissa Cabana Katie Weaver Writers Devon Poer Candice Caldwell Schatzie Miller Danny LeClair Photographers Daryl Henderson Efren Beltran Chris Callaway Stylists Devon Poer Jerell Scott Katelynn Tilley Lena Degteva Special thank you to David and Rose Poer, Linda and Tom McLeer. Published by The Couture House, LLC Los Angeles, CA 90034 THE STYLIST HANDBOOK | 5

Defining...

The Modern Fashion Stylist Part 1: Still Life Styling By Devon Poer

he term stylist has many connotations. I remember a friend of mine who was helping me with a fashion show I was an associate producer on during my senior year of college and the hair stylist asking him what he did for a living. “Oh well, I’m a stylist,” he said, enthusiastically. She asked him at what salon he worked at and he being a very upbeat personality said “Oh no no, for fashion”, I watched as her eye brow raised and said “Oh, honey the only type of stylists are people like me, HAIR STYLISTS.” He smiled knowing that she was unaware of what

was happening in fashion. Today, many of the people outside the fashion industry that I encounter still need me to explain what I do when I say I’m a stylist, opting to say I’m a “fashion stylist”. The definition of a stylist is within hair, fashion, wardrobe, image, prop, and visual display. The best one I have discovered thus far is “a person who works creatively in the fashion and beauty industry.” It seems as though recently the rest of the world is starting to catch up, mostly due to highly publicized books and TV shows. From now on I will refer to all of them as stylists. There are many different fields within fashion styling and wardrobe styling. For fashion styling there is the editorial fashion stylist, who works on photo shoots for publications, marketing, and advertising. These stylists work with a team of collaborators to achieve a client’s vision and their need for imagery. For

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example, a magazine will book a fashion stylist for a fashion spread for an upcoming issue. A designer, or company, will hire a fashion stylist for a photo shoot on an ad campaign, look book, fashion show, or as a consultant. These types of stylist are very up-to-date with current fashion trends, style, culture, consumer trends, and designers. They have a special eye for being able to translate a look onto a glossy page that will speak to the viewer. A wardrobe stylist typically works within TV, film, or theater. They are also referred to as a costume designer at times. This type of stylist must have an extensive knowledge about period dressing, or the ability to style someone in a certain era, and costume history. Furthermore, prop stylists work in many different industries, either doing catalog work for tableware—styling a beautiful dinner setting—or an advertising campaign for a cosmetic line. Visual stylists typically work within retail doing window displays or store displays for various products; called merchandising. Then there is everyone’s favorite, a celebrity stylist, which ultimately falls under that of a fashion stylist or image consultant. Furthermore, image consultants work in a more personal, and private, field. They help the everyday man or woman achieve a more confident mode of dress, focusing on dressing for one’s body type, proper occasion attire, and smart shopping.

TV and film, making the set more realistic. Who else is placing those candlesticks, family pictures, and knick-knacks? Pay attention next time you watch your favorite TV show and look at the details that really go into the prop styling, as well as the items that are placed around the room. The prop stylist works very closely with the “set designer” giving an appearance that is believable and real. Prop stylists also work in editorial fields helping with work on the catalog, as well as marketing and advertising campaigns. They also work on extremely elaborate sets for editorial fashion spreads and fashion shows. Prop stylists will often find themselves specializing in set design.

Still Life Styling for Editorials Any editorial stylist must understand the importance of still styling because it is the fundamental base of a career as a stylist. Prop stylists are probably just as over looked, if not more so, than fashion stylists. These stylists have a crucial role in setting the scene within

Credits: Photographer Efren Beltran Styling Devon Poer Shoes & Handbag Handcrafted by Carmen Steffens, www.carmensteffens.com

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Back to the importance of still-life styling. A fashion photo shoot is the essence of a stilllife image. An example of a still-life image would be any of the images paired with this article. Within a still-life image you have your prop and your product. Props can be anything from environment to simple objects. Your product is going to be the clothing, jewelry, cosmetics, or any other item that is being put on display.

EXERCISE 1: Now let’s consider advertising campaigns. When looking at the ad ask yourself, “What is the object in that image? Is it a person or a product?” Next, ask yourself, “Is that person the main focus of the image? Is there another object in the image that is not the focus, but accompanies the main object?” Using this magazine as a guide, turn to page 70 (the back cover). Within styling you can differentiate your objects into two categories, your product and your prop. For this campaign the products are Polaris Cosmetics, and the primary prop was the model, and even more specifically her face because the shoot was for make-up. The secondary prop was a beautiful leopard appaloosa horse. There is lot of thought put into getting that perfect image, and an even greater challenge is capturing a balance and achieving perfect composition; your prop must never over shadow your product. Furthermore, I must stress the importance of the relationship between the stylist and the photographer. You work collectively together to achieve your objective and communication is always key.

EXERCISE 2: Now let’s discuss fashion spreads, which are pages of consecutive images within the same fashion theme. Refer to page(s) 20-27 and look at the entire fashion spread or story as it’s also called. Take a moment to really soak it in; feel the emotions and analyze the creative vision. The reason it is referred to as a fashion story is because it narrates a “story.” You, the viewer, get to let your imagination fill in the little details of the story by visualizing the narrative. You become emotionally influenced by what you are looking at. The team of people that collaborated on the story put in a lot of time and thought to inspire your own imagination. It is true that an image is worth a thousand words, and today’s images are saying even more. You want to engage your viewer and keep them captivated and entertained. Always remember the amount of influence your image has on a persons values, norms and feelings.

The Modern Fashion Stylist is an educational series created by fashion stylist Devon Poer; visit www.thestylisthandbook.com for more info on the series. If you have questions and request for special topics please email devon@thecouturehousela.com.

Credits: Photographer Efren Beltran Styling Devon Poer Hair & Makeup Alicia Carbajal Model Heidi at Envy Models Brazer & Dress from Maria Bianca Nero, Linda Rose Jewelry

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FASHION COUGAR

BUSY PHILIPPS Photography by Daryl Henderson, www.daryl-henderson.com Styling by Devon Poer at The Couture House Assistant Styling Katelynn Tilley and Lena Degteva

Hair by Charles Dujic at Solo Artists Makeup by Colleen Campbell at Exclusive Artists

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Celebrity feature

BUSY PHILIPPS

By Devon Poer

efore I met Busy Philipps I had never seen an espisode of “Cougar Town”. I have this weird rule when it comes to Styling a celebrity, “I don’t watch their current show, movie, whatever until after I have styled them.” I check out their imdb (www.imdb.com) and look through getty images (www.gettyimages.com) to get a feel for their style, but I don’t watch them on the screen because I don’t want it to affect the way I view them outside of the character they play. I prefer to get to know the person first, then indulge in some many hours with the TV. I did, however, ask all the women in my life if they had seen “Cougar Town” before the shoot. The common reply, “Oh my god, I love that show,” and the second response, “you’re styling Busy, her character is so fun!” I was excited, the shoot sounded promising but like always I didn’t know what to expect. Thankfully, Busy was very down to earth, a real woman, and dedicated mom. I later sat down and caught up on what is now my new favorite show, “Cougar Town.”

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Q&A

TSH: Would you say acting is your dream career?

TSH: When do you use a fashion stylist? Busy: Oh lord. I’ve never really used a stylist. Maybe it’s time!! TSH: What your latest project?

Busy: Absolutely. I’ve been working professionally since I was 19. I feel really lucky to be able to do this as mu job. It’s literally the only thing I’ve wanted to do since I was 8 years old!

Busy: “Cougar Town” and being the best mom I can be to my little one. I have two awesome jobs right now!

TSH: How would you describe your wardrobe on Cougar Town?

Busy: Oh god. Who knows???

Busy: We had a discussion early on that (my character) ‘Laurie’ thinks of Jessica Simpson as her style icon. Lots of big earrings and belts and studs... not really things I would wear but its fun for her! I also feel really strongly about repeating pieces of clothing. I think its important if you’re building a character who you want to feel real that the audience is able to recognize what she’s wearing. Like ‘Laurie’s’ favorite yellow belt, for instance...

TSH: Lastly, what is the last outfit you would ever want to be seen in?

Well, thanks so much Busy for talking the time to talk with us and playing dress-up for our photo shoot, we hope you loved all the fashion and we look forward to seeing you on the red carpet! You can catch episodes of Cougar Town now on ABC Wednesday nights at 9:30/8:30c.

TSH: Do you feel that it relates to your own style? Busy: Umm. No. Not at all. TSH: Can you define your style and your view on fashion in the modern world? Busy: I have no idea. I guess eclectic. I wear a lot of vintage mixed with basics like Paige denim and blazers from J Crew and button downs from Steven Allen for my everyday. But I love vintage dresses! TSH: What are your favorite designers and why? Busy: I love Marc Jacobs, Opening Ceremony, DVF, Nicole Miller, Shoshanna, APC... just really wearable stuff.

Wardrobe Credits: On the Cover… Antique white dress by Be Seduced, headband by True Birds and earrings stylist own Royal blue dress by Be Seduced, gold and pearl earrings by Linda Rose Jewelry Antique white dress by Be Seduced, necklace by Micha Design and earrings stylist own Lavender jumper by Gold Hawk and gold necklace by Micha Design, gold bangle and ring stylist own

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Influence fashion

Cameron Silver The Vintage King By Devon Poer

y visit to Decades Inc. was pre-empted by me dropping off my friend, who was in town from Seattle, at a bar off La Cienega, and then me racing down Melrose to the two story location. Thanks to the powers that be, my good parking karma was still going strong and to top it off the meter was “failed.” Free parking! I rang the bell and headed up the stairs where I was greeted by Tomas, Decades’ current intern. He was very sweet and before asking me to take a seat on the couch, complemented my shoes. “Carmen Steffen’s thank you!” As I took a seat on the antique couch, which was most likely a piece from Cameron’s vintage furniture collection, I looked around the room at the beautiful vintage jewelry and dresses. On top of being a collector of amazing vintage fashions, Cameron also has a stunning collection of vintage furniture in his home in Los Angeles. A couple minutes later Cameron entered the room, extended his hand, and apologized for the brief wait. Cameron, being very busy with his business at Decades, is also in the midst of working on a denim line. We jumped right into conversation, discussing my wonderful client, who had introduced us via email, and what I was hoping to gain from the meeting. Well, what I wanted to know was more about the fashion styling industry from one of the elites, a selective group of sophisticated fashion and style professionals. Cameron was ready to indulge my curiosity and welcomed my handy iPod to record the conversation. So here’s how it went... 18 | THE STYLIST HANDBOOK

www.decadesinc.com

Q&A

DP: How would you define the modern fashion stylist? CS: Well you could be a personal shopper. Celebrity stylist is very specific. There are those who help with a man’s, or a woman’s, overall fashion image. I think stylists end up becoming confidantes. It’s more than just finding a cute dress…its inside, and out. DP: How does one get into Celebrity Styling? CS: First and foremost, is to get an assistant gig with somebody reputable. Then you’ll start developing relationships with the designers. Almost all the celebrity styling gigs are arranged through publicists and agents. When you assist, what ends up happening is you start getting some of the jobs that the stylist can’t take due to a busy schedule. For example, Taylor who worked for Rachel Zoe, after three years, went off on her own and is now working big gigs. There is a lot that goes into styling a major actress; it’s a major operation, and you really have to know how it runs. Get experiences with assisting, stylists are looking for assistants, so send your resume.

CS: Vintage can look of the 21st century and I think fashion of today can look very vintage derived. Today’s designers that are getting my attention are ones really making a strong conceptual point-of-view. For example, Rick Owens is one of the best, his designs look of today, and it’s not a rehashing of the past, its very distinctive. DP: What are currently some of your favorite designers? CS: I’m not a label snob, I get seduced by labels; like H&M, BCBG, even target, I really like Rodarte, Bailman, Gareth Pugh, I think Phillip Lim is brilliant. I like the new luxury designer who is a co-op designer,

DP: What are some of the challenges within celebrity styling? CS: The most important thing is the right dress on the right girl, and it doesn’t always have to be the most important designer. The challenge is that an actress might get more press wearing a Chanel dress than someone less known because you have the whole Chanel infrastructure pushing for it. But it doesn’t always happen that way. You can receive more from wearing designs by someone anonymous and emerging. Also, maintaining a special relationship with your client and designers. DP: When it comes to Vintage designers, who are your favorites? CS: I like everything, and especially the designers I’ve never heard of before, its that discovery. I think they are all valuable and worthy. DP: What is your take on today’s designers compared to wearing vintage?

so it’s not on the second floor of Barneys, it’s on the third floor. I also think a lot of the young American designers are really good. DP: What is your advice to those aspiring stylist? CS: Loyalty is so important in this business. Be sure to follow what I mentioned before about contacting a stylist to work as an assistant, get an internship. Being a well rounded individual is very important in any facet of life, and fashion is no exception.

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Cream dress by Be Seduced and 20 | THE HANDBOOK jewelry bySTYLIST Linda Rose.

Fair Maiden Featured by Polaris Cosmetics...

Photography by Daryl Henderson, www.daryl-henderson.com Styling by Devon Poer at The Couture House Key Artist Cristina Romeo at Polaris Cosmetics Hair by Jessica Kohn-Eriandsern at Polaris Cosmetics Makeup by Jacquelyn DeRosa at Polaris Cosmetics Model Lauren Phillips at ENVY Models

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Black and gold gown by Tony Bowls available at www.alinemedia.com. Jewelry by Linda Rose.

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Feature stylist Devon Poer The Couture House www.devonpoer.com Fashion Stylist and Journalist Editorial, Celebrity, and High-Profile Fashion Styling, Advertising, Marketing and Fashion Show Wardrobe Styling.

Q&A

TCH: When did you realize you wanted to be a fashion stylist? DP: I’ve wanted to work in fashion before I really ever understood the concept and styling is a field I didn’t know much about other than I was very interested. I was studying abroad in London for a summer, not really long enough time but enough to make its mark. My courses I had selected before my arrival were fashion styling, fashion journalism and garment construction. Previous to my arrival in London I had just styled my first photo shoot and I was very eager to learn. The instructor for both my journalism and styling courses was Robin Dutt. He was already very successful and enjoying teaching and is the most interesting man I have studied under to date. By the end of my course he and I both knew that I was going to have a career in both fields. TCH: What type of education and training have you received for fashion styling? DP: Like I mentioned, I studied in London, England to receive my training in Styling, while I was in London I also interned for Vauxhall London Fashion Show and assisted with Styling, among other tasks. I studied abroad during my senior year at Seattle Pacific University where I was receiving a degree in Clothing and Textiles with an Emphasis in Fashion Merchandising. I attribute a lot of what I have learned by actual experiences in styling and interaction with very talented creative artists. TCH: What are the areas of fashion styling you specialize in? DP: My true love will always be editorial styling, either a fashion spread or talent but I also find some much fulfillment in helping someone with their fashion image, and when I say fashion image I’m really interested in re-defining this term. I believe you can still be fashionable and embrace everything about you that is true to yourself and the goal is to show that best version of you when it counts

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Photographer Efren Beltran

the most. Half of looking fantastic is feeling like it. There other half is good training and a talented eye. Because of my learning disability, which is really more a gift in disguise, I have an auditory process disability, the best way I have ever described it is like having dyslexia but not when you look at letters but when you hear them, it effects how I write sometimes but that’s what a good editor is for. I feel that because of this I have a better visual sense and the method of learning that works for me is visually and kinesthetically; physically doing the activity. TCH: Who was your first celebrity client? DP: Radha Mitchell! I got lucky, a photographer friend of mine, we had worked together on a couple editorial shoots, called me up and said he was working with a magazine, and they needed a stylist for the celebrity cover. “Of course!” I’ve never turned down a cover. Once I realized who and all the many movies that I would consider favorites, one in particular “Pitch Black” but “Man on Fire” was great too, and for someone who’s not into scary movies “Silent Hill” is one I would watch again and again. She was so great to work with and just really a lot of fun. A couple weeks later her publicist called me and requested my services for a couple appearances. I couldn’t have asked for a better first celebrity client. TCH: What are some of the magazines you have styled and written for? THE THESTYLIST STYLISTHANDBOOK HANDBOOK | |29 29

Photographer Daryl Henderson Hair Aubrey Loots Makeup Cristina Romeo Model Savanna

“I couldn’t have asked for a better first celebrity client.” DP: Being so involved with publication development really has allowed me the opportunity to style multiple covers and shoots for publications like; EXOTIC Adventure and Travel Magazine, Newport Beach Magazine, Malibu Times Magazine and LIVE OC/LB/LA Magazine. Developing fashion content for online media, like blogging, started as a hobby during my senior year at SPU, which quickly grew into my first online publication, MyCityChic.com. Currently, I write under five blogs, www. devonpoer.com, www.thecouturehousela.com, www.thestylisthandbook.com, www.theshopert. com and my lifestyle blog www.in-dependentwoman.blogspot.com. TCH: Who are your style icons? DP: Always and forever Chanel, I can thank my mother for that, Dior, Christian Louboutin, Calvin Klein, Alexander McQueen, Isabella Blow, Anna Wintour and Grace Coddington. For today’s modern icons I follow Leigh Lezark and Rumi Neely of www.fashiontoast.com, and I also get lost at www.style.com in fashion show videos for hours. Booking Contact: The Couture House contact@thecouturehousela.com 424-270-5880

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“Taking the Business of Fashion and Style to New Heights”

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Photography. Beauty. Styling. Creative Teams.

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Representation. Consulting. Education. PR.

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Publication/Content Development Print. Digital. Online.

Contact@thecouturehousela.com 424-270-5880

Styling Kit must have... Jenny Buettner is the founder and designer of Shibue Strapless Panty® What is Shibue? Shibue was born out of necessity for a solution to panty problems…it is the first and only strapless panty of its kind! Why the name? I named them “Shibue” because it is a combination of my maiden name ‘Shipley’ and married name ‘Buettner’…later I found out it also means understated elegance in Japanese too! Perfect! What was your inspiration? I originally designed the panties (albeit a make shift version) when my sister was getting married and as you know all the current undergarments on the market showed some sort of funky line. Well, I had just had my third baby and the thought of not wearing panties did not sit well with me. I wanted AND needed some protection and coverage but I didn’t want bad shape wear bulges across my thighs and upper back either when walking down the aisle. How does it work? The Shibue Strapless Panty® is made from a high end, laser cut micro fiber fabric with a cotton liner for hygiene. They are washable and reusable and they are held in place on the body by a strip of silicone gel adhesive across the top front and back edge of the panty. They give you full coverage from your front to your back just like a thong…but so much more comfortable! The silicone adhesive is permanently adhered to the panty and sticks repeatedly to the skin.

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Will the tape stay on and for how long? The longest I have ever worn a pair has been 20 times. The life of the panty really depends on individual skin type and panty care. Alternating removing the front or back of the panty when going to the bathroom will even the life of the adhesive. Can it be washed and reused? The Shibue Strapless Panty® is washable and reusable. Just hand wash with a mild soap and lay flat or hang to dry. Once dry, you place the panty back on the waxed liner that is provided in the packaging and when your ready to wear them again they will be ready for you!

Get your FREE Strapless Panty and matching cover-up!!! Instructions: 1. Send an email to: contact@thecouturehousela.com 2. Include “Shibue” in the subject line. 3. Include your name and address 4. Include your size either XS/S, S/M, M/L 5. Start enjoying your new strapless panty!

Can you wear them for normal day to day activities? Yes, absolutely! We have dancers wearing them, models using them for runway shows, actresses wearing them for nude scenes for Broadway & film. Additionally, I wear them to the gym, snow skiing and out dancing too. Really, truly, you can wear them everyday! As long as the directions are followed and you have clean dry skin there should never be a reason to worry. What is the stylist kit and why should every stylist have one? The Shibue® Stylist Kit is the newest addition to the Shibue Collection. It includes nude or black Strapless Panties, Flower Cover Ups and our highly coveted Silicone Cover ups hat blend naturally to all skin types and 6 strips of our “Fashion Emergency” Adhesive. It truly is a must have in ever stylist kit.

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Influence business

The Social Stylist Introduction By columnist Candice Caldwell

candice@brandatelier.com

ne of the challenges of being a professional stylist is figuring out how to build a business around what you do, and then how to keep customers coming to you. In this column, I’ll be focusing on what it takes to build and grow a styling business. Styling is a social business when you get right down to it. You’re constantly meeting clients old and new, meeting editors and photographers, shop owners and designers, models and make-up artists…the list goes on. Regardless of whether you are freelancing or have started a business around styling, you will benefit in these social situations when you are brand-centric, new media savvy, and, most importantly, when you are yourself. Be Brand-Centric As a stylist, you already know that a brand is much more than a logo or a name. A brand is the total package—the image that reflects the core personality of your client. When you have a distinct business brand, you not only become more memorable to clients, but all the decisions you need to make become clearer. Your core brand personality will help you make the tough decisions, and when your clients share your core values, you’ll be acting as a customer-centric business too. The secret to knowing your core brand is in knowing who your ideal customer is. WalMart shoppers and Neiman Marcus shoppers are rarely the same person. One business values “the lowest” price while the other values quality and exclusivity—and the same can be said for the respective customers. This isn’t just about price, though. Take two automobile brands with similar price points: VW and BMW drivers are 34 | THE STYLIST HANDBOOK

actually quite different. While one vehicle values fun and “quirk,” the other emphasizes performance and the joy of driving. Dedicated customers often share a favorite company’s values, so asking yourself “what does my clientele value?” is the start to building your brand. If you determine that your styling business is about making professional services available to moms with kids, you will operate and talk about your business in a very different way than someone whose business is geared toward the Hollywood starlet walking her first red carpet event. Knowing who your customer is and what they want, together with the personality you want your brand to embody will help you make decisions in everything from establishing service packages to creating your visual identity (logo, business cards, website, etc). Without a doubt, it makes it much easier to find and market to a customer when you know who they are! Which brings us to the point of actually reaching out and talking with those customers… Be New Media Savvy Styling is a very personal service. You know your clients love you because of who you are, what you know, and how you share it. They hire you because you’re YOU. New Media (aka Social Media) like Twitter, Facebook, YouTube, and a few others, let your personality shine through and can help you attract and connect with the “right” customer—your ideal customer. Know your story and what you want to say and then make sure that you are in control of your social media presence. Too many times people spend a fortune on a slick website only to find that

it can’t be updated, or they skimp on social media, having an intern post updates or simply pushing out the same tired message. On Twitter, Facebook, blogs, and YouTube, readers and viewers want to see what you have to say and get to know you—not get stock messages from someone loosely affiliated with your business. We’ll be talking a LOT more about new media in future issues. Just know that it is one of the easiest and cheapest ways to connect with clients. Don’t be afraid to take your time getting involved…as long as you DO get involved! Be Yourself No matter who your client or what your story, being brandcentric and being social media savvy require you to always be three things: Authentic, Consistent, and Relevant. Think about your favorite brands they’re probably fashion related, right?. How about Chanel? The handbags at Chanel aren’t trying to look like Marc Jacobs or Louis Vuitton styles— they’re authentically Chanel. You can spot a Chanel advertisement or shopping bag miles away because of the classic, clean layout and distinctive use of black and white. Like many well-respected brands, Chanel has developed a consistent look throughout their branding. And while Karl may still be sending Chanel jackets and little black dresses down the runway some 50 years after Coco made them famous, you can bet that each look is updated and relevant each season. It’s the same for your styling brand. You must be authentic, consistent, and relevant in everything you do so that you reflect your brand in a positive light. When you know who you’re talking to, what you want to say, and how you’re going to say it, building your styling business becomes easy, and you have more time to focus on what you love. Next issue, I’ll

be answering some of your specific questions and we’ll talk more about how to identify your ideal customer. If you have questions on the branding and social media side of business, send them our way and we may use yours for our next issue. Email: candice@brandatelier.com About Candice Candice Caldwell knew she would work in the fashion industry from the age of 5, when she had her first argument with her mom over what to wear. With over a decade of experience in start-ups, retail, tech, fashion, and e-commerce, Candice has developed a knack for building brand-centric business and social media strategies for many types of businesses. She is Founder and principal Strategist at Brand Atelier, where she creates strategies for small business Rockstars and independent consultants, including many stylists. In her off time, she runs the social media presence for FASHION FIRST, Seattle’s longest-running independent fashion show, and blogs at FashionEthic.com. Find Candice on Twitter at @BrandAtelier and @FashionEthic

www.BrandAtelier.com

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History lesson By Schatzie Miller

hanel - The infamous French label was founded in 1909 by Parisian couturier Gabrielle “Coco” Chanel (August 19, 1883 - January 10, 1971). Coco Chanel is recognized as one of the most important figures in fashion, and even years after her death, the Chanel brand is still in the top authority for haute couture and women’s ready-to-wear. Coco Chanel opened her shop doors in 1909 in the bottom of a Paris apartment building. The location of her shop was also a popular meeting spot for wealthy French hunters and their elite mistresses. This provided an excellent opportunity for Coco to showcase and sell her designs. It was during this time that Chanel’s reputation for being a meticulous couturier was established. Chanel’s fashion innovation was grounded in her quest for modernity and luxurious but simplistic women’s fashion. Her designs had strong men’s wear influences as well as a “back to basics” aesthetic. During the 1920’s Chanel introduced a perfume that would become ever infamous, Chanel No. 5, this perfume’s ad campaign featured American actress Marilyn Monroe. Coco Chanel held tight control over as chief designer as well as creative director until her death in 1971. During the early 1970’s, German designer Karl Lagerfeld was appointed creative director and head designer of Chanel, a position he still holds today to tremendous accolades.

“Coco Chanel opened her shop doors in 1909 at the bottom of a Paris apartment building.”

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“Dior wanted to make women, feel and look like women again.”

ior - Founded in 1946 by French designer Christian Dior (January 21, 1909 - October 24, 1957), Dior quickly became the creator of some of the worlds most sought after haute couture. In 1947, Dior launched Spring/Summer collection that gained the nickname, “The New Look.” It was during this time that the world had recuperated from WWII. Dior wanted to make women, feel and look like women again. Following the success of “The New Look”, Dior launched his memorable perfume line. After Christian Dior’s death in 1957, House of Dior was in turmoil. It was Yves-Saint Laurent, then 21, that was able to bring the design house back to its feet. It was during the 1970’s that Dior once again saw a boom in expansion with the inclusion of both Dior Homme (men’s wear) and Dior Cosmetics. In 1997, British designer John Galliano was appointed to replace then Italian designer Glanfranco Ferre as head designer. Both Galliano and Ferre were the first non-French designers to create for the French label. Today, Dior has been expanding to include fine jewelry and watches.

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Feature designer

os Angeles native MARIA WOJCIECHOWSKI is perhaps among the rare of fashion people who grew up dreaming of actually going into retail. To be more precise though, the dream was about having her very own store and deal in beautiful, precious garments. The route to her dreams, however, took her along a completely different path. She was “discovered” and encouraged to model in New York. She then went on to Paris before falling head over heels for Milan and making a home there. In this, perhaps the most craft intensive of fashion enclaves, Maria found herself in demand for fit model work in the ateliers and the seasonal runway showings. During this period, she worked closely with then up-andcoming architect-turned-designer Romeo Gigli. The subtle sophistication of his designs greatly inspired Maria and she effortlessly soaked in the behind the scenes process of creating clothes. Eventually, Maria returned home to LA and entered the retail profession, gaining insight into the psyche of everyday shoppers. In 1988, Maria was finally ready to open her first boutique on trendy Melrose Avenue. She dubbed it “Bianca Nero”, Italian for black and white. The name also referred to her own label - even then an already brilliant realization of Maria’s sense of style. The choice to become a designer was a logical next step, Maria had become adept at cutting and draping as she endeavored to supply her store with clothes she knew her clients would love. By 1992, the demand for Bianca Nero had eclipsed the store’s capacity that Maria decided to focus entirely on wholesale. Saks Fifth Avenue and Nordstrom came calling, along with an array of specialty boutiques eager to carry the line. The success of Bianca Nero is due largely to Maria’s intuitive ability to seamlessly blend 38 | THE STYLIST HANDBOOK

“The Maria Bianca Nero label has attracted a clientele of high profile celebrities like Taylor Swift, Jennifer Aniston, Teri Hatcher and Scarlett Johansson.” glamour with sophistication. A label that could not have been conceived elsewhere, Bianca Nero embodies a West Coast panache for lightness and flirtatious sex appeal while maintaining a more cosmopolitan sense of enduring elegance. Maria cites her mother as an inspiration, a woman who meticulously dressed up in nothing less than exactly the right ensemble. She also points to iconic women like Jackie O, Jean Harlow and Audrey Hepburn whose incredible styles are immortalized in photographs and celluloid. Today, Maria will unabashedly point to her influences such as friend Romeo Gigli and Tunisian designer Azzedine Alaia’s infamous “banded” dressing. But anyone can see that Bianca Nero clearly stands on its own, depicting a modern way of dressing that allures without overpowering, elegant yet always, always glamorous. Thus, all of Maria’s dreams came true - and then some. The essence of Maria Bianca Nero is inspired by old Hollywood glamour icons like Audrey Hepburn and Grace Kelly enhanced with the ultimate cut and fit. The collection is designed for women who have a keen sense of freedom, style and confidence and follow their instincts with assurance. From work to weekend VIP parties, she is a risk taker, feminine yet sexy with a sophisticated strong mind. The Maria Bianca Nero label has attracted a clientele of high profile celebrities like Taylor Swift, Jennifer Aniston, Teri Hatcher and Scarlett Johansson. The Maria Bianca Nero label is sold in the top department stores and boutiques in the U.S. such as Nieman Marcus, Bloomingdales, Lord & Taylor and Saks Fifth Avenue. The collection is also carried by many specialty stores worldwide. Maria Bianca Nero is manufactured exclusively in the USA with impeccable craftsmanship. Maria Bianca Nero 213-236-9282 info@biancanero.com

www.BiancaNero.com THE STYLIST HANDBOOK | 39

Sheâ&#x20AC;&#x2122;s Got The Look Photographer Efren Beltran, www.efrenbeltran.com Styling by Devon Poer at The Couture House Hair & Makeup by Alicia Carbajal Model Heidi at ENVY Models Dresses by Maria Bianca Nero, www.biancanero.com Accessories provided by The Couture House, www.thecouturehousela.com

Gold sequin and pearl dress by Maria Bianca Nero, available at www.theshopert.com. Earrings by Linda Rose Vintage.

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Silk jersey black dress from Maria Bianca Nero, available at www.theshopert.com. Earrings Guy and Eva, bangle and ring Linda Rose Vintage.

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Gold pearl and sequin dress by Maria Bianca Nero, available at www.theshopert.com. Earrings, bangles and ring Linda Rose Vintage.

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Black and white dress Maria Bianca Nero, available at www.theshopert.com. Earrings Linda Rose Jewelry, twisted bracelets Guy and Eva, charm bracelet Micha Design.

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Red banded dress Maria Bianca Nero, available at www.theshopert.com. Earrings, bangles and ring Linda Rose Jewelry.

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Black dress with lace cut outs Maria Bianca Nero, available at www.theshopert.com. Bracelet and ring Linda Rose Jewelry.

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Designer interview

Carmen Steffens

Q&A T

SH sat down with Mark Willingham, president of U.S. operations, to get the sco0p on this hot Brazilian brand turning shoe lust into shoe obsession. Currently with only one store in the U.S. located in Sherman Oaks, CA it’s only a matter of time before this highly desired Brazilian brand becomes a nationwide craze in the U.S. TSH: When was Carmen Steffens originally started and when did you open the first U.S. store? MW: The brand was founded in 1993 in Franca, Brazil (in the state of Sao Paulo). We launched Carmen Steffens in the U.S. in September 2006. TSH: Why did you launch Carmen Steffens in the U.S.?

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MW: First and foremost our U.S. entry was driven by market demand. Our expansion strategy has always been based on the demand we receive from the marketplace. We go to the countries and cities where we receive a high number of requests from consumers and potential retail partners. This strategy has allowed us to successfully open 167 Carmen Steffens stores across 11 countries worldwide. The demand for Carmen Steffens products in the U.S. has been high and continues to grow. TSH: How would you classify CS in terms of style, design and originality? MW: The brand is fun, sexy and original; all wrapped in a unique Brazilian mystique. TSH: Who wears Carmen Steffens? MW: Carmen Steffens appeals to the fashion savvy, fun loving woman who embraces her style with confidence. Our customer does not mind being noticed because when she is wearing Carmen Steffens she will inevitably

â&#x20AC;&#x153;Celebrities have embraced the Carmen Steffens brand including Eva Longoria and Mariah Carey.â&#x20AC;?

be available through select multi-brand stores across the country and we have plans to open 15 additional Carmen Steffens stores in the U.S. by 2013. The Carmen Steffens U.S. 2010 Fall collection launches on August 12th. Including an online virtual fashion show at www.carmensteffenusa. com

Carmen Steffens Westfield Fashion Square 14006 Riverside Drive Sherman Oaks, CA 91423 818-784-8408

www.CarmenSteffens.com

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Modern Antique Photographer Chris Callaway, www.callawayimages.com Styling by Jerell Scott, www.jerellscottdesigns.com Hair by Carlos Fernandez Makeup by Kimberlee Barlow, www.kimberleebarlow.com Model Jen Copfer and Ashley Jueong Dresses by Jerell Scott, www.jerellscottdesigns.com Accessories exclusively available at Chic Little Devil Style House, www.ChicLittleDevilStyleHouse.com

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Dress by Jerell Scott, www.jerellscottdesigns.com. Shoes Galliano, headpiece Violina available exclusively at www.ChicLittleDevil.com

Dress by Jerell Scott, www.jerellscottdesigns. com. Ring, Marc Jacobs available exclusively at www.ChicLittleDevil.com

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Dress by Jerell Scott, www.jerellscottdesigns.com. Headpiece Amore di Mori, available exclusively at www.ChicLittleDevil.com

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Dress by Jerell Scott, www.jerellscottdesigns.com. Gloves Manoush, headpiece Rodrigo Otazu available exclusively at www.ChicLittleDevil.com

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Dress by Jerell Scott, www.jerellscottdesigns. com. Shoes Giambattista Valli available exclusively at www.ChicLittleDevil.com

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Dress by Jerell Scott, www.jerellscottdesigns.com. Glove Ines, headpiece Amore di Mori, ring Noir available at www.ChicLittleDevil.com

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Industry profile

aLine Media Fashion Showroom 560 S. Main Street, Suite 7W Los Angeles, CA 213-624-0204 www.alinemedia.com

Line media is an aggressive full-service public relations firm with expertise in developing and executing media coverage, event planning, artist representation and brand marketing. At aLine media, we create and implement powerful, trade, consumer and business representation for our clientele, both corporate and personal. The aLine media team is comprised of versatile individuals who bring a variety of talent and experience to the company, with rich backgrounds in corporate and entertainment public relations, special events, marketing, visual arts, fashion, television, action sports, theatrical and music production. Team members work with clients individually to provide the utmost attention to each account. We pride ourselves on serving a diverse client list, as well as our strong relationships with a wideranging database of media contacts. Our mission is to position all of our clients at the highest level of visibility, name recognition and respect throughout the world. Kao Pao Shu

Designs are a mixture of edge and elegance - think accessible avant-garde pieces. Hand-made and virtually one of a kind. www.kaopaoshu.it

Jayime Jean

Caters to the designer/couture denim buyer.Â Her newest collection retails for $85-$165, with one of a kind pieces up to $995. www.jayimejean.com

House of PlumRed

NEW online boutique and contemporary womenâ&#x20AC;&#x2122;s line. www.houseofplumred.com

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Blessed & Cursed

Luxurious and cutting-edge denim line for men and women, including leather jackets, vests, tops and accessories. www.blessedcursed.com

OC by Oleg Cassini

Contemporary dress line from famed designer. www.olegcassini.com

Sledge USA

Colorful, embellished tanks and tops for young women. www.sledgeusa.com

Billionaire Mafia

NEW men’s collection featuring fashion forward clothing that reflects urban sensibility and style. www.billionairemafia.com

Muse by Deneisha LaToya

Contemporary line of suits, dresses and tops for women. www.deneishalatoya.com

Mizchif

Hip Hop line of t-shirts and hoodies for men and women. www.mizchifclothing.com

TylerChris & Co.

This children’s collection, inspired by the timeless brands of our childhood, emphasizes practical detailing, playful colorations and outstanding comfort and fit www.tylerChriskids.com Wedding dresses and Bridesmaid dresses with unparalleled craftsmanship and exceptional fit. www.moncheribridals.com

Mon Cheri Bridals Tony Bowls

Dresses for every occasion: cocktail dresses, evening gowns, prom and pageant gowns. www.tonybowls.com

Montage by Mon Cheri

Mother of the bride dresses, women’s suits, and formal ball gowns designed with the sophisticated mother of the bride in mind www.montagebymoncheri.com

Destinations by Mon Cheri

As unique and simply elegant as your wedding locale, Destinations by Mon Cheri informal dresses are perfect for beach weddings, weddings abroad, civil ceremonies and second weddings. www.destinationsbymoncheri.com

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Social Occasions by Mon Cheri Special occasion dresses and chic short suits for any event on your social calendar. www.socialoccasionsbymoncheri.com Joan Calabrese for Mon Cheri In this children’s collection, Joan Calabrese uses exquisite fabric and detail along with pristine lines to create gorgeous girl’s dresses that are classic and timeless with an edge. www.calabresegirl.com 2Be Bride

This collection provides feminine designs created to flatter figures for all celebrations. Includes designs by Isabella Chessari, Gavin Michaels, and Elizabeth Darcy. www.2bebride.com

Nathan Taylor for 2Be Social This versatile collection includes gowns for celebrations, parties, and all special occasions. www.2besocial.com Cameron Blake by Mon Cheri Mother of the bride dresses and ladies suits that are both classic and stylish is what distinguishes Cameron Blake from other mothers collections. www.cameronblake.com Sophia Tolli Bridal

This collection provides both classic silhouettes and dramatic, haute, couture, bridal designs. www.sophiatolli.com/bridal

Sophia Tolli Special Occasion Elegant and streamlined formal gowns and cocktail dresses accented with feminine details of bows, light beading, ruffles or lace. www.sophiatolli.com/special James Clifford Collection Rina di Montella Bridal

James Clifford’s couture bridal collection features classic looks in combination with a modern fashion flare. www.jamescliffordcollection.com/collection

These soft and elegant wedding dresses feature European silhouettes, luxurious silk fabrications and elaborate beading patterns. www.rinadimontella.com/bridal

Rina di Montella

Rina’s evening wear collection focuses on high fashion for the

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Evening Wear

mother of the bride or groom; these dresses are adorned with Swarovski crystals, embroidered gore insets and exquisite draping. www.rinadimontella.com/evening

Velvet Angels

Affordable luxury footwear with an edgy aesthetic, a MAJOR celebrity favorite. www.velvetangels.com

Two Lips Shoes

Chic and comfortable footwear for women. The unmistakable look of Two Lips embodies fashion, fun and cutting-edge style. www.twolipsshoes.com

Krazi Junction Luxury Footwear

Men’s high flyin’, on-trend hip hop sneaker collection. www.kjlifebrands.com

Argyle Culture Collection

A new men’s luggage/bag collection by Russell Simmons that embodies class, stature and respect. www.argyleculture.com

Adrienne Vittadini Handbags Leather bags in vibrant colors, in various materials for the fashion forward woman. www.adriennevittadini.com Dickies Bags #1 name in workwear - bags & backpacks for juniors, teens, & kids. www.dickies.com Beijo Handbags 241 Handbags

Shibue Strapless Panty

Affordable contemporary handbags in a variety of bright colors & styles. www.beijobags.com Each 241 handbag takes its owner throughout her day, no matter what her day has in store for her. Combining style and fashion with quick-change ease, each 241 handbag provides 2 looks for 1 great price. Available at www.kartmart.com, July 2010.

This amazing product is the first patented strapless panty. It can wash and wear up to 20 times and has no panty lines. www.shibuecouture.com

The Hemptress

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Industry profile

Collective Artistry

ollective Artistry represents a team of talented artists within the fashion and beauty industry including photography, hair, makeup, skincare, styling and design. Currently, it focuses on the creation of fashion forward imagery for editorial, marketing and advertising circulation. Through a series of fortuitous circumstances, the team assembled and found a synergy with one another like none before. They found that they supported and respected each other’s contribution to the process, which only helped to improve the final product. It’s goal is to continue collaborating with like minded artists who endeavor to re-imag-

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ine the world we live in and revolutionize the manner in which fashion imagery is produced. Having only recently come together Collective Artistry has worked with famed lingerie designer Juel Park, Italian designer Kao Pao Shu, star of “Hot in Cleveland” Jane Leeves and assembled photo shoots that have been published in the June and July 2010 issues of LIVE OC/LB/LA Magazine. Between the founding members they have worked with countless fashion designers and celebrities.

Founders: Photographer Daryl Henderson Daryl Henderson Photographics www.daryl-henderson.com Fashion Stylist Devon Poer The Couture House www.devonpoer.com

“Collective Artstry has worked with famed lingerie designer Juel Park, Italian Designer Kao Pao Shu, star of ‘Hot in Cleveland’ Jane Leeves...”

Hair Stylist Aubrey Loots Studio DNA Salon www.studiodnasalon.com Make-up Artist Cristina Romeo Polaris Cosemtics www.polariscosemtics.com Manager: Danny LeClair dannyl@npa.net 213-435-4167 Agent: Devon Poer devon@thecouturehousela.com 424-270-5880 Represented by The Couture House www.thecouturehousela.com Wardrobe Credits: Summer Rebels: Banana Republic Monogram Collection Green Republic: Banana Republic Heritage Collection Models Savanna, Brayden, Brandi THE STYLIST HANDBOOK | 65

Behind-the-Scenes

On location, Newport Beach Harbor, CA, “Blue Steel”, an 82 foot Sunseeker Predator yacht. Karma Foundation’s Eric Stotz takes The Couture House on a “Catalina Island Getaway” for his feature story in EXOTIC Adventure and Travel Spring 2010 issue. 66 | THE STYLIST HANDBOOK

In the photos: Hair stylist Audra Tong with model Morgan, Ted Hulbush, MUA Alicia Carbajal with model Kate, Assistant Stylist Katelynn Tilley, Kate, Eric Stotz, Stylist Devon Poer and Morgan.

Visit www.thecouturehousela.com to see the article in EXOTIC Adventure and Travel Magazine. THE STYLIST HANDBOOK | 67

Fashion PR Showrooms

os Angeles

Agent 011 The Cooper Building 860 S. Los Angeles St. #312 917-981-8110 www.agent011.com aLine Media 560 S. Main Street, Suite 7W Los Angeles, CA 90013 213-626-0240 www.alinemedia.com American Rebel PR 1509 N. Crescent Heights Blvd. Suite #5 Los Angeles, CA 90046 323-656-5030 www.americanrebelpr.com Chic Little Devil Style House 1206 Maple Ave. 11th Floor Los Angeles, CA 90015 213-745-2442 www.chiclittledevilstylehouse.com Dietch 817 S. Los Angeles St. 4th floor penthouse Los Angeles, CA 90014 323-661-4225 www.dietchpr.net

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