Spring 2016
the londonyer‘s issue London, the city where everything began. In this Londonyer’s Edition we believe in new ideas and innovation. Together we build a professional creative network to connect professional women all over the world. Our Whymagazine is the bridge of the generation Y, sharing exciting and unique experiences. Our stories help you to define yourself. We inspire you with the things we love: Fashion, Living and Food. The fashion designer Plaire takes us on a journey in the streets of East London. Sophie Cochelvou brings back our favourite doll. Our editorial „In a Barbie world“ is showcasing her breathaking jewellery. We are talking with Giulia Silovy about her revolutionary wearable shelter. No excuses anymore - with our beauty tutorial you will look gorgeous in only three minutes. Foodblogger Ruthie McCandel lets us entering her morning atmosphere before starting an exciting day. Our next edition? Paris? Berlin? Tokyo? Barcelona? No boundaries, we run the world, Girls! YOUR TEAM OF WHYMAGAZINE
Whymagazine Issue one Londonyer‘s Editon
Editior in Chief Delia Bock Mona Syndikus
Advertising advert@whymagazine.com
Creative Direciton Delia Bock Mona Syndikus
Submissions submission@whymagazine.com Printed and Distributed by Logical Connections Graphic Design & Art Direction Delia Bock Mona Syndikus
Contributors Louis Bloomfield Erika Janavi Mari Ajakainen Kristy Jane Herbert Ane Kruse Giulia Silovy Nina Ullrich
Fashion Editor Delia Bock Mona Syndikus Contributing Editors Anne Zhang Juliette Bagno Nicha Wonglohkoonsak Graphic Design & Art Direction Delia Bock Mona Syndikus Communication Director Anne Zhang Nicha Wonglohkoonsak Commercial Director Juliette Bagno Head of Social Media Juliette Bango Webdesign Anne Zhang Nicha Wonglohkoonsak
All Rights Reserved. No part of this magazine may be reproduced in whole or part without permission from publisher. The views expressed in Whymagazine are those of repective contributors and not necessarily shared by Whymagazie.
Cover
Š Whymagazine 2016
Stylist Delia Bock
ISSN 2379-805X WHYMAGAZINE
Photographer Mona Syndikus
Model Nicha Wonglohkoonsak
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fashion 10 In Londons Streets 32 Interview with Nina Ullrich a London Designer 36 In a Barbie World 54 Design has a Social Heart 58 Pure London 60 Make-Up Tutorial
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LIVING 66 Interior Design Trends for 2016 74 A Morning with Ruthie 84 Monochrome Home Office Inspiration 92 Questions without Answers
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FOOD 96 One Day for Generation Y‘s Choice of Restaurant 102 DIY: London Recipe 104 #foodporn - Why sharing Pictures of your Food is Healthy
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FASHION
It‘s weekend and the young fashion designer Plaire is looking for some nspirationS for her new collection. What else could be a better place to see what‘s going on, than the streets of London? PHOTOGRAPHER: MONA MODEL: NICHA STYLING: DELIA Mona
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SYNDIKUS WONGLOHKOONSAK BOCK Syndikus
IN LONDON
STREETS
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Dress: Zatani Sunglasses: Gentle Monster backpack: Topshop Shoes: Adidas
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Skirt: Weekday Top: topshop Hoddie: Adidas Stella sport Clutch: Givenchy Shoes: Louboutin
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Sweatshirt: topshop Short: topshop Sunglasses: Gentle Monster Shoes: Chanel Socks: adidas
Top: Topshop Coat: sipapisha Trousers: WWS Shoes: adidas
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Top & trousers: sitapisha shoes: nike
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top: topshop trouser:3suisses Jacket: topshop underwear: calvin klein shoes: Louboutin SockS: TOPSHOP Bag: topshop
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Interview with By MONA SYNDIKUS
N I N A
U L L R I C H
A L O N D O N D E S I G N E R Nina Ullrich is a London based designer. She is taking her inspiration from the world of abstract art. Nina’s design and print work features a bold minimalist aesthetic favouring monochromatic shades of black and white. Her print designs are drawn freehand or painted directly onto fabric and then often overworked digitally. The designer cases are made in England. All leather accessories are currently handmade In London. This is a personal interview of a young professional woman who wants to share her story with you. Let’s enter into her London world … 32
Why do you work in fashion? Fashion and art are my life. My job is my hobby. Even though the business is sometimes though, I wouldn’t want to change. Actually I have found my dream job.
What is your story of education? I have a Diploma of Art & Design from the Norwich University of the Arts. I did my Bachelor in Fashion Design at Kingston University. And at the Prescott & Mackay School of Fashion and Accessory Design. I was educated in leather accessories. Moreover I did a course at the University of Arts about pattern cutting. This story of education enabled me to build my label.
What is your working experience so far? I worked for Hugo Boss in the collection development and knitwear department. At Rena Lange I worked for the design team. And I supported Mirjam Roudon in the print design department.
What was a highlight in your career? At Rena Lange I created a knitwear piece for the fashion show. The fabric details were built out of leather and pearls. The pattern I created by myself. The outfit was even pictured in several magazines. This works makes me really proud.
R E N A L A N G E
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What is the story of your start-up-label? I wanted to become self-employed. With the opening my Concept Store Y in the Brewer Street in London Soho I have complied my dream now.
What do you design? Mainly I create Iphone and laptop cases. My design is based on black and white colours. I focus on unique patterns for my products, which I create by myself. Handmade accessories from London are making my products rare and desirable.
N I N A‘ s
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D E S I G N
H A N D M A D E
Why did you choose London? I fell in love with the city when I came here for my studies. Since then I always wanted to come back. Now my dream came true.
What is your (career) goal? To expand my brand and the success of the label & to be happy and pleased.
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in a b a r b i e world
Photographer: louis Bloomfield model: erika Janavi HAIR : MARI AJAKAINEN MAKE-UP: KIRSTY JANE HERBERT styling: ANE KRUSE STYLING ASSISTANCE: DELIA BOCK JEWELLERY: SOPHIE Cochelvou
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DESIGN HAS A SOCIAL HEART By Juliette Bagno
Design students from London’s Royale College of Art have created a prototype of a wearable shelter for refugees. The coat can be transformed into a tent and a sleeping bag. They believe in a revolutionary idea offering to aids agency, garment that is cheap and sustainable to help refugees when arriving in Europe. They mentioned that it is not a long-term solution but an aid in the days between the arrival in Europe and the placement to processing centre.
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D E S I G N
R E V O L U T I O N A R Y
The prototype is made from Tyvek synthetic paper insulted with mylar, a polyester used to keep marathon runners warm. It is also waterproof but remains breathable. The design is inspired by the origami, which is folded into three layers: coat, tent and sleeping bag. Additionally, the coat has A special pocket, which is able to carry passport documents and a mobile phone.
Students have launched a campaign to raise crowd funding in order to create mass production and help aid agencies transport and distribute the wearable shelter coat.
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Interview Giulia Silovy, student at the RCA & group member of the creation. (Belgian, 23 Years old). What is your background? I did a Bachelor in Interior Architecture and Environmental Design at La Cambre in Belgium. Now, I am currently doing my second and last year of Master in Interior Design at the Royal College of Art. What are you hobbies? Horseback riding, surfing, art, design and travelling. What do you like and don’t like in your studies? It is very international. That always keeps you busy and passionate. It is sometimes hard to keep up, as there are lots of models and plans to produce quickly but that is something I am passionate about. How have you found ideas to realise this wearable shelter for refugees? Firstly, researching an issue about the present refugee crisis. What they really needed. Secondly, researching about tents, and fashion design projects. What was the Process to make this jacket? We did this project in a team of 9 students and we each worked a little bit on everything to have a nice overview. I did different parts such as the visual, worked on the screen-printing, choice of material, how to keep the tent standing etc. What was difficult to realise this project? Sometimes teamwork isn’t easy. There were lots of tensions. We were under lots of pressure, as we had to realise the prototype in 2 weeks. What was also hard is that we don’t have enough knowledge in fashion or pattern making. But that’s good challenges that we have accomplished together. Future for this project? The project is going to be put in production by this summer 2016 and then distribute to the Syrian refugees. In general what is your future ambition? I would like to develop my own design and architecture company.
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Students have launched a campaign to raise crowd funding in order to create mass production and help aid agencies transport and distribute the wearable shelter coat.
G I U L I A S I L O V Y 57
Pure London by Juliette Bagno Pure London is the most dynamic fashion event in the UK with over 700 brands, including emerging designers & leading labels. The trade show is run twice a year at the Olympia Stadium. The timing of Pure London coincides with the seasonal trend. Pure London offers collections from different brands, a catwalk, and conferences with retail advices. This event attracts several fashion buyers from independent stores, department stores and e-commerce platforms. Key buyers are The Dulwich, Selfridges, Liberty, Topshop and Amazon.
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Interview Sophie Marquant, working at Pure London, French, 22 years old. What is your background? I was educated at the British School of Paris. Then I studied for a BA in History of Art and Architecture at the university of Reading. I am currently studying International Fashion Marketing Masters at Coventry University London Campus
What are your hobbies? My hobbies include spending time with my friends and family, going to concerts, to the cinema, shopping, reading, traveling and going to exhibitions / visiting.
For who has you work for Pure London? I worked for the Belgian brand Pauline B created in 1995 offering a gentle mix between casual and sophistication in their women and children collections.
What is interesting about this Fashion Trade? I found the Pure London Trade show very interesting as it taught me about the process of how collections end up in stores. I got to see how each brand presented their collections to buyers. I then got to witness the decision process buyers go through when choosing what to put in their stores. It taught me a lot about the business side of the fashion industry.
Your future vision about that kind of trade show? I believe that in the future the number of trade shows similar to Pure London will increase due to the globalization of fashion. The danger might be that can lead to too much uniformity between several collection over the world. So I think that keeping its identity in collections is primordial to do international trade as it represent an important key to success and a competitive advantage.
What is your future ambition? In the future I hope to working the PR department / Press Office of a luxury fashion brand.
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Make-up Tutorial by Juliette Bagno
5 steps to look great before heading out to work. Nowadays, women morning routine can be extremely packed and spending time putting make up on is reduced. Usually, women prefer to sleep, prioritise a delicious breakfast, walk the dog, stay longer in a warm shower, check social media or even kiss and cuddle her lover. The Whymagazine provides an incredible and unique make up done in 3 minutes to pamper yourself in your bathroom or even in the tube, bus or at red light in your car.
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hide dark circles The first important thing is a nice and pure skin. The stressed London life can be marked on our skin. A good moisturising cream followed by a natural concealer cream corresponding to your colour skin tone is essential. I choose the concealer from MAC, which is enriched with minerals and nourished botanical. Its cushiony texture makes the product very comfortable. Available for ÂŁ15,00.
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luminous skin To get a radiant skin, a good BB cream or foundation is important to in some gesture conceal imperfections and look naturally luminous. The foundation has to be chosen carefully depending on the type of skin. Your skin is unique and using products will not give the same results depending on whether skin type is oily, sensitive, dry or normal. My favourite is the Dream Satin liquid from Maybelline, ideal for normal and sensitive skins, won’t clog pores, oil free, fragrance free and giving a perfect satin luminous finish. Available for £7,99.
pink yourself Benetint is the perfect product to look sexy and natural. It is used on the cheeks but alternatively can be used on the lips, it therefore has a double utility. This innocent yet provocative liquid provides an amazing rose petal perfume. This is the magical touch to quickly structure the face and given elegancy to lips. Benetint 12ml available for £24,50 & Benetint 4ml £5,00.
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create cat eyes A quick gesture that adds definition and gives amazing result is the eyeliner. It gives an illusion of bigger eyes and makes your eyes deeper. There are several factors to be considered before choosing eyeliners, such as the colour, the texture and the mode of application. I personally love the Lancôme Artliner. I am ready to pay more because it is easily applicable on the eyelids. A real effortless liquid. The Artline is rich, deep, made with luminous colour pigment. It has a unique shape foam pen that allows precision to define the eyes. Available for £21,00
attract the eyes The final and essential touch is the use of mascara. It has been used since the ancient Egyptian era. This draws the attention to the eyes and gives a cleaner and neater look by aligning lashes. An effect I love is to have doe eyes, so I use the Lash Sensational mascara from Maybelline, it curves amazingly, bring excellent length to lashes and give an insane amount of volume. Available for £6,95.
Now girls no excuse! In 3 minutes you look gorgeous!
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LIVING
Interior Design Trends for 2016 by Nicha Wonglohkoonsak
Rosy Metallic/Copper
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Copper Pots
Copper Cutlery Set x Marble Trivet
Rosy Metallic is going to be a big feature in homes this year. They bring a glamorous and sophisticated touch to space, especially sufficient in the bathroom or kitchen. Gemma Gordon-Duff, an interior designer of Gordon-Duff & Linton, stated that “Good quality materials like this are a great investment because they will never go out of style� and she also suggested mixing them with other natural materials like wood or marble.
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Rosy metallic or Copper is making a resurgence in interior rooms after being limited to covered up copper pipes for ages. If you like a traditional style in your home, I would suggest that copper is one of the perfect material choices as you can often see it in traditional home use such as copper pots, pans, and pipes. It is also suitable for cladding furniture or home accessories such as pendant lamp, table, chair, shelf or many statement pieces.
Colour of the year – Rose Quartz and Serenity Pantone surprised the design society by announcing two colours for 2016 Colour of the Year forecast, which are pastel pink Rose Quartz and powder blue Serenity. They set both of these colours to take centre stage within fashion, fragrance, beauty, and home interiors this year, which seems like a candied sweet choice but, in fact, it is a more independent approach to colour.
Aurora wallpaper by Calico Studios. However, it is undeniable that it is difficult to use the colours of Rose Quartz and Serenity without making the interior. It looks like a sweet or ice cream, which is too much girly. Yet, suitable statement pieces of Rose Quartz can create a warm and sophisticated interior. I also suggest that these shades work very well especially with black and brass accessories. Black colour adds a masculine edge to the interior that makes the atmosphere in the room less intense. 69
The Pantone Colour of the Year 2016 offers a harmonious blend of warm and cool with ‘Rose Quartz’ and ‘Serenity’. 70
Leatrice Eisenman, Executive Director of the Pantone Colour Institute, stated that “Colours this season transport us to a happier, sunnier place where we feel free to express a wittier version of our real selves�.
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Tips! Home decor colour trends According to WGSN Lifestyle & Interiors reports, after a few years of neon dominance, this year pastels have been returned to the spotlight including light pink, mint green, and baby blue as a home decor trends. These soft colours are often applied over opaque surfaces, with materials appearing to have been rubberised.
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A MORNING WITH RUTHIE Ruthie McCandel is a young women from Aldgate East, London. In 2010 she launched the online blog foodilicious. Ruthie has a sweeth tooth and loves to try trendy food recipes. That’s why she turned her passion into a business. Today Ruthie opens her door and shows us her favourite places in her apartment, where she lives and work. Lets enter her creative lab and see how a typical day of Ruthie begins.
7.30 am Starting the day with a delicious breakfast in bed is a daily routine for Ruthie. Lovingly decorated delicacies and the strong coffee give her energy. Ruthie takes her time and enjoys.
PHOTOGRAPHER: MONA SYNDIKUS MODEL: JULIETTE BAGNO STYLING: DELIA BOCK TEXT: DELIA BOCK MONA SYNDIKUS
BREAKFAST TIME
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THINGS TO DO
8.00 am After a hot shower, Ruthie loves to sit in her bright green chair. Here she sets up her to do list for the upcoming day. Organisation is the basis of her success.
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LET‘S WORK
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8.15 am Now she starts to work at her favourite place in the apartment: The desk. A soft lambskin is making her chair comfortable and warm. Here she can sit for long hours. Accessories are important to beautify the work.
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LITTLE BREAK
9.15 am After one hour, Ruthie goes on her balcony enjoys the amazing skyline of London. After taking some fresh air, it’s really time to get dressed and ready for the day!
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Monochrome Home Office Inspiration by Nicha Wonglohkoonsak
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If you want to work in a highly creative environment and super stylish workplace, I advise that using a white office desk mix with black or white accent statement pieces is a great idea. I’ve selected some inspired black and white pieces such as office desk and chair, lamp, desk accessories and more from several shops in London to give the right direction to you to create your most favourite place in your home.
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A monochrome home office is an amazing choice as it fits both man and woman styles.
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Menu Peek Table Lamp
An ideal reading light and lamp for your desk, the base has a concave top creating a bowl for the essential smaller items. Use for stationary, earplugs or jewellery and the tip of the stem functions as a dimmer. Price: ÂŁ229 Shop at www.nest.co.uk
Retro telephone in Black
It is one of the most iconic classic telephones. This retro phone was originally designed by Henry Dreyfuss and was set to public use in 1937. It was designed with comfort in mind, with the ear-tomouth piece measurement based on the average measurements of 2000 people. Price: ÂŁ39,95 Shop at www.cuckooland.com
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Tresle Table
With Tresleple leg options, the Tresle table system is a flexible table system for your dining room or home office. Price: ÂŁ382 Shop at www.madeindesign.co.uk
Office Chair
The perfect complement to your desks, this office chair is a simple, timeless design, suitable for adults or teenagers. Price: ÂŁ70 Shop at www.habitat.co.uk
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Wire Mesh Memo Board
This wire mesh memo-board is an inspirational organisation tool and the ideal vehicle for your creativity. Includes 6 fold-back clips and 3 ‚S‘ hooks to help you style your next moodboard. Price: £55 Shop at www.roseandgrey.co.uk
Monochrome Inspirational Poster
We love this ‚Today is the Day‘ framed poster. It’s perfect for hanging anywhere in your home. Price: £45 Shop at www.thewhitecompany.com 90
Tips to get monochrome home office look Simplicity: A minimalist concept is a key to this look. You just buy what you need for your office. What you have to do is keep everything simple and remind that don’t make it too messy! Colours: The colour scheme is black and white and I suggest that you should better go for more white with black accent accessories because it may give a more creative feel. Additionally, you can also combine with the grey colour to make your room isn’t too plain or boring. Furniture: Just simply go for contemporary furniture that looks clean, simple and definitely minimalist feel.
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questions WITHOUT ANSWERS This article will give you food for thought. Read the questions and build your own opinion. Enjoy.
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WORK-LIFE-BALANCE BY mona syndikus 1.
Long working hours, not enough sleep and a lot of stress… Who doesn’t have these problems?
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Finding the right balance between work and life can be a neverending challenge. But what is “life” actually? For us it is health, pleasure, leisure, friends, family and our spiritual development. And for you?
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And shouldn’t our work also be our life?
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Shouldn’t we also find self-fulfilment in our work?
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Or should we strictly divide work and life?
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And what exactly is work for you?
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Is finding the work-life-balance a gender-specific conflict?
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Do you define your identity through the job?
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Why do you work?
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Are you happy with your job?
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What is better: Being self-employed or employed?
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Do you think that there is an imbalance in your work-life-balance?
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And if yes: Is it your responsibility or the fault of your employer?
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Is money and power more important than luck? Or is it the same?
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Do you have a work-life balance?
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Would you like to change something?
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FOOD
One Day for Generation Y's Choice of Restaurant by Anne Zhang With a population of about 72 million, Generation Y females are the most diverse, educated, and techno-proficient people in the world. The main factors affecting selection of a restaurant for the general population are speed of service, food quality, convenience, atmosphere, food type, price, interpersonal influence, and reputation of the restaurant. Consumer choices among females of Generation Y in the United Kingdom are influenced by other factors, such as quality of recreation, shopping and fashion, spending habits, time priority, trendsetting, loyalty, and other factors. Generation Y females are the tastemakers in food, and what and where they eat is a high priority for them. The majority of Generation Y females are more likely to eat healthy foods. Beyond the quality of food, factors like atmosphere, nutrition, location, and quality of service can all influence their decisions regarding restaurant choices.
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Breakfast As a generation Y female, if I had one weekend to spend in London, I would go to The Breakfast Club to start my day. When I saw the decor of the restaurant, I immediately fell in love with this little place. The outside is painted with a shade of yellow that makes me feel like I’m about to walk into a fairy tale. The wall is full of pictures, and painted behind the bar is the quote: “Today is going to be a good day.” It is all very old-fashioned and appealing. Everything is so thoughtfully done that I can feel what the owners intended. The food is awesome, too. My favourite is “The Full Monty,” which has everything I need for a breakfast.
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AFTERNOON TEA Next, I would go for an afternoon tea with my friends. The BB Afternoon Tea Bus Tour would be the perfect choice. A vintage London bus drives around central London, letting passengers taking in some of the city’s best sights. Meanwhile, I get to enjoy quality time with my friends.
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DINNER Generation Y females are more likely to avoid traditional mealtimes due to their busy schedules, however. On the weekends, I always like to go to a fancy restaurant to celebrate the week being over. Instead of choosing western-style food, I like going to a Japanese restaurant called Engawa for sushi instead. The restaurant is very small, but the food is delicious. My favourite is the bento box, which contains 14 small dishes of different kinds of food, and you can try each one to see if you like it.
Being technologically advanced, Generation Y Females use technologies such as networking in food-centric ways, such as placing orders online, subscribing to receive recipes, downloading menus, and ordering information services. Furthermore, the ability to share and seek dining information is of great importance to Generation Y females, and they put a lot of time and energy into it. Most in this population are media savvy, techno literate, and highly sociable. They are thrill-seekers who crave novel experiences of eating extreme different textures and intense flavours. The classic Generation Y female eater faints over unusual food arrangements, interesting flavours with dramatic or unexpected twists, and vivid international cuisines, particularly when they blend spices with fresh ingredients.
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old f a s h i o n e d bread pudding
DIY: L O N D O N R E C I P E BY ANNE ZHANG
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#foodporn Why sharing pictures of your food is healthy! by Delia Bock We all know the feeling when your mouth waters while staring at tasty pictures of food on your instagram feed. Damn it! How dare they to post such delicious pictures? ‘Foodies’ or ‘foodporn’ is the name of this form of photography, a variation of the selfie. Foodies are capturing our intimate moments, which will not exist in this way again. Our meal is something special. Nothing else will disappear as fast as it had been placed on our plate. Foodies are snaps of great joys of a delicious lunch or a perfect dinner with friends. They are the only things that will outlast the moment. But why are we sharing our intimate moments online? A study of the US magazine „Journal of Consumer Marketing“ proves that taking pictures of the food has a positive effect on the photographer. We will find our food as more delicious if we capture our dish in an image before eating. The reason: We dedicating ourselves to put our food perfect in the limelight. We are looking for the positive aspect of our meal. We are thinking from which angle the food looks especially good or which healthy ingredient should be emphasized. In addition, there will be a short pause before eating the meal. Looking at our food will increase the appetite. And sharing the picture with our friends makes us proud of our food. This feeling misleads our taste.
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We gathered for you some inspiration how a perfect foodie should look like and searched for the top food accounts in London to follow on instagram.
@We_are_food Anna Jones is a cook, stylist and writer from Hackney, East London. Anna started her food career at Jamie Oliver and worked with big food brands such as Daylesford, Leon and innocent drinks. Her work got published in The Telegraph, Observer Food Monthly, The Guardian and Jamie magazine.
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@izyhossack Izy is a 20 year old Food Science and Nutrition student from Leeds living in London. In 2010 she founded her online blog ‘Top with cinnamon’. Izy has worked with BuzzFeedFood, and SORTED. Her work appeared in the FoodieCrushMagazine and SpenserMagazine. Her recipes have been featured on different online sites such as the Kitchn, Frankie, Marie Claire and Glamour.
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@eatlikeagirl Niamh is an Irish food blogger based in London. She started her food blog in 2007 and shares recipes from all over the world. Her work appeared in Guardian Travel, Stylist Magazine & Ocado Magazine.
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@Iambaker Amanda is a mother of five kids, loves baking and has a hilarious humor. On her online blog she shows recipes of the sweetest and tastiest desserts you may have ever eat and makes all our hearts leap.
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@Skye McAlpine Skye is a writer, homecook and author of the blog From My Dining Table. The Italian food blogger is living her life in two cities – Venice and London.
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‘We, the generation Y, are trapped in a world full of options and get bombarded with information. We are constantly looking for the sense of our life. We love to question as well. Family, friends and a work-life-balance are particularly important for us. People call us narcissist and impatient. We are different. Different from our parents. And that’s good. And that’s why we want to share our stories with you. Things we love and in what we believe. Just how we are.’