“Pants” VS. Personality

“Pants” VS. Personality

       Underwear seems to be taking over the world of fashion. What you wear underneath it all is 
inherently as important as the designer t-shirt you bought last week or that pair of to-die-for shoes
you're wearing while reading this. Brands like Calvin Klein and Victoria’s Secret are getting more
notice than ever before. Even a few Toronto retailers are hopping on the bandwagon to bring you the
most chic undergarments. Untitled & Co. is bringing all the sass with their Candy Pantie, 
Kallone Intimi caters to your sweet yet sexy side, and Fortnight Lingerie will make you feel like an
angel on earth in their timeless romantic undergarments.

With the rising fame of undergarments, we pose the question; what do your panties say about you?

Boy Shorts

You’re a laid-back girl. You enjoy sports and being comfortable. You’re confident and have a sense of
authority. Comfort comes first so you can always be at the top of your game. You’re friendly and
charismatic, and your friends all think you’re at the top of the scale when it comes to your humor.
You like the simple things in life. You don’t need to spend time or money on frilly panties; you’re
happy to spend your hard-earned money somewhere else.

Thong

You are the alpha female.  A thong is the building block to confidence, although you may be a little
intimidating at times. You demand attention and have no problem having all eyes on you. You hold
your own, and are not afraid of confrontation. You’re a bad b**ch … own it!

G-String

You need to hide your panty lines? Joke. You’re a sexual woman. You march to the beat of your own
drum and don’t care much what people think of you. You’re the life of the party and everyone knows
it. You never want the party to end. You’re confident, sometimes cocky, but people are drawn to you.

Bikini

You want to be comfortable throughout your exhausting day at the office. You work harder than you
should and leave little time to relax. When you have the chance, you would rather “Netflix and chill”
(literally) than go to a club and party. You enjoy the simple things in life and are laid-back by nature.
You’re a free spirit, and that’s the way you like it.

Granny Panty

You literally give zero f**k's about your underwear, and it's awesome. You’re slightly peculiar, but in the best way possible… let’s just say you’re quirky! You probably aren’t looking for anything romantic-not in those puppies at least-but you’re happy with who you are. You only need to answer to yourself, and really, what could be better?

In all reality, we probably all own at least one different type of panties. Who wants to sleep in a G-string? But what you wear on a day-to-day basis can say a lot about you. Try a new pair if you haven’t already, and transform yourself into another person for a day. Also, it’s 2016; who says you can’t show the world your panties? Let the band hang out like you’re wearing Calvin’s, just don’t do the same with the back of your thong. Own what you got, and who you are. You’re amazing in every way!

Keeping up with the Trends

The How to of Spring/Summer 2016

            Are you struggling to keep up with how to wear the latest trends? If so you’re not alone. Trends come and go so quickly it can be hard to know how to wear and how to style them properly before your new trendy item is out of style. Some trends stay strong and carry over into the next season, but are being styled differently. Fashion is constantly changing and can be tricky to keep up with.

            One staple trend that has carried over into the next season is the over the knee boot/ thigh high. This can be a tricky look to master, if done wrong you can wind up looking like your from the movie Pretty Women. However, if worn right you can look classy, sophisticated and fashion forward. What we are seeing now in over the knee boots is a worn slouchier look found in soft suede’s that give a sophisticated casual style. These suede boots can be paired with sweater dresses, a pair of jeans and over sized knit sweater. To dress up the boots for work you can wear them with a knee length skirt and a well-fitted blouse or a dress. Over the knee boots can be a great statement piece or when worn in neutral tones can help your other statement pieces stand out.  

            Makeup is a growing industry and it to has trends. The new spring/summer 2016 palettes coming out will be a mix of pastels and nudes. This season’s key look will be a mix of bronzer and shimmer to give your skin a kissed look for the summer! Popular colours this season are berry tones, bright colours for lips and nails, earth and floral tones for eye shadow.  Makeup is very personal for everyone and with the variety of new spring/ summer colours you can achieve your own personal look.

            No matter where you live or if you are a fashion lover or not everyone needs sunglasses and why not wear the latest trends? Every season designers come out with new shapes, sizes, and styles for our eyewear. Since sunglasses are worn on our face it is crucial to buy the right pair that is in trend and that you feel amazing in! For spring/ summer 2016 we will be seeing a lot of the classic aviator, visors, softly rounded shapes that are inspired by the 60s and the 1990 Winona Ryder look, and the cat eye. These looks can be seen in a variety of colours, such as pastels, earth tones, shades of blues and pops of pinks. To add a little fun to your shades you can pick from the array of patterns that can be seen in the spring/ summer collection, such as floral patterns and animal prints, this can help achieve an edgier look. Sunglasses can be a great staple piece for an outfit.

            Achieving the right fashion styles isn’t always easy, but adding your own style and personalizing the trends can make staying on top of the latest fashion trends and styles fun.

Give Winter the Cold Shoulder

Your spring outerwear must-haves

Dressing for spring can become a game of Russian roulette; with warm spring days being brutally invaded by the lingering wrath of winter, do we really want to take our chances? The weather inconsistencies leave us in a fashion predicament: What do I wear?  Fashion does not have to be sacrificed for the sake of functionality–you can have it both! The answer to your spring fashion dilemma lies in the classics.

In the Trenches

When one thinks of a trench coat, it’s no surprise Burberry’s iconic trench coat comes to mind.  Worn by Hollywood icons Audrey Hepburn and Meryl Streep in classic movies, it’s easy to see how the trench pairs well with the transitional season even in this present day. Its classic silhouette and clean lines ensures your outfits are polished-whether you choose to embrace an urban street style or a model off duty look. The differentiating factor of all trenches lies in the details. The classic trench has been revisited many times over the years-from leather sleeves, to variations in length, there is bound to be a perfect match for everybody. For a little bit of flare, go for bolder colours such as light pastels or vibrant hues. On colder days, layer a trench over another warmer jacket! There’s no need to choose between function and style-this all-in-one has got you covered.

Leather Me Up

A leather jacket is timeless classic piece-with different styles to suit the needs of everyone. This fashionable piece has a fantastic return on investment. Ultimately, it has become a seasonless must-have as it transitions well all year round. It is more than a fashion staple; some can say it’s become a tough second skin. Play with different colours, textures and styles to find the perfect jacket for you. With spring approaching, bright colours and perforated jackets are great alternatives to the classic black. This wardrobe staple is easy to style – dress it up over dresses and button downs or wear it over a t-shirt and jeans to keep it sleek and casual. The leather jacket is a quintessential layering piece to welcome the spring weather; giving you an edge up on those days the weather surprises you.

Dare to Denim

Huge in the 80s and 90s, the denim jacket has made a comeback and it’s safe to say it’s here to stay. Over the years, changes to its silhouette and colour has made it a fashion staple -oversized, cropped, acid wash, you name it, this jacket is adapting to the fashion landscape.  Details such as studs, distressing, and patchwork add a touch of personal style while still sticking with the classic that has made it a staple. A denim jacket pairs perfectly well with almost everything – from flirty feminine pieces to laid-back athleisure, the denim jacket is a seamless finish to any outfit. Much like it’s leather counterpart, the denim jacket is a versatile layering piece to carry you into the cooler summer nights.

'Hidden Gems'

‘Hidden Gems’

How to … THRIFT

Many fashion-conscious people wonder how to achieve one of the latest trends of wearing cool, thrifted clothing to portray that vintage, chic look without feeling like you look like an outdated mess! However, the trick is easy! All you need to do is use your imagination and think outside the box. This doesn’t mean you have to change your personal style, however; mixing vintage with your modern wardrobe can result in a successful, unique ensemble you may have never thought of! Here’s a few simple tricks and tips on how to wear and style vintage clothing. You will be a pro in no time!

1. Start with the Basics

  The first step of thrifting would be gathering the basics. This means finding that old pair of denim levi cutoffs, that cool rugged leather jacket, a floral dress, and a graphic tee, just to ease yourself into the vintage world. 

2. Take Advantage of Layering

Mix casual with dressy by styling a crisp-cut, structured jacket on top of an old vintage floral dress for a perfect spring/summer look.

Layer a vintage army jacket over a basic plain tee and add a vintage patterned scarf for some extra flair.

Don’t be afraid to layer accessories such as multiple vintage necklaces for a cool summer rock and roll look!

3. Mix Vintage with Modern

If you are afraid of looking outdated, straight up feel uncomfortable wearing all thrifted clothing, or want to ease your way into the vintage world, try pairing your thrifted finds with new modern pieces. Maybe you have found a gorgeous pair of coloured culottes at your new favourite thrift shop… Why not dress them down with a simple basic tee you just picked up from the mall and some booties? Or even if you have found the coolest vintage summer dress, try pairing it with a new Levis denim jacket you just bought for spring. Or maybe you want to wear your new black cloak that you could pair with a vintage handbag to give off an edgy look. By mixing basic pieces you already have, or even new items you have purchased along with your vintage pieces, you will not feel like you are going overboard, just showing off the unique fashionista you are! 

4. Accessorize 

If you don’t feel ready to take on the full vintage outfit plunge, just simply add some old to the new by accessorizing… vintage style!  It is so easy to add small pieces such as a scarf, hat, or jewelry you find while on your thrift treasure hunt. Silk scarves can be worn around the neck and tied at the back alone with your current outfit to achieve that cool fabric choker trend. Or try adding a skinny vintage belt around your high-waisted denim pants and a plain white tee to perfect the minimal too ‘cool for school’ ensemble. Finally, keep an eye out for some awesome vintage jewelry. Jewelry never goes out of style, making it easy to wear pieces of vintage jewelry without anyone noticing the difference.

Lastly, never forget to be confident in what you're wearing! Even if you are at the beginning stage of your thrifting life and feel unsure, remember you look awesome and soon enough, you will end up finding yourself at the thrift store every week searching for more one of a kind pieces… at least that’s what happened to me! 

Shop Smarter - Reconsidering the Value of Fashion

The $3,000 trillion Textile and Garment industry is among the most profitable, employing over 60million people across a global network that spans both the developed and developing world alike. In this age of global consciousness, our clothes link us to each other in ways we never previously considered. Therefore, it is not surprising to see why increasing concern is placed around the origins of our clothing and fashion pieces.

As a personal shopper, the most common phrase among clients looking to reinvent their image is ‘I have nothing to wear’. This all too common phrase is used never really used by people who literally have nothing to wear, but by those with a closet full of less valuable clothing. Despite overstuffed closets hoarded with numerous pieces of clothing, shoes and accessories, it is somewhat challenging to imagine why most people still cannot seem to gracefully put together a coherent outfit.  A majority of us are unaware of the actual pieces amassing space in our closet, many of which are duplicates, unworn pieces, and clothing that find their way to landfill too early in their garment life cycle. It is impossible to foster a new habit when we see the result of the old on a daily basis.

The Fashion Problem

In recent years, the rise of fast fashion has given way to the former traditional emphasis people had on quality, well-made fashion. This newer, unsustainable model, insists on producing clothing that is far cheaper both in price and quality at an increasingly faster rate than never before. Although the idea of cheaper and quicker made clothing may present themselves as commercial benefits brought about by this essentially innovative business model, the cost of conducting such a business are not nearly  enough to justify the gains. Such costs, which are only now being factored into the total cost of production, include that of natural and human capital.

Fast fashion leads to two major problems, including large scale depletion of the natural environment caused by landfill and unregulated factory emissions. This model also fosters an unsustainable global supply chain that is incapable of supporting industry workers by providing fair wages and safe working conditions. Essentially, fashion-ability now comes at the expense of human lives, and the environment. As the second largest polluting industry worldwide, following that of Oil and Gas, drastic changes are eminent in the fashion industry. As of September this year, Burberry announced to fold several of its brands and only stage two seasonless collections, where both men’s and women’s would be showcased. Although this may translate to less profits upon implementation, the brand is challenging the idea of seasonal dressing from a shopper’s perspective. This is definitely a game changer that will eventually prompt other brands to follow suit.

As of December 2015, China’s clothing manufacture now accounts for 54% of global production. Last year alone, the country produced 71 billion meters of clothing which ET Retail now values at $23.5 billion. This figure is actually decreasing due to the rise of cheaper clothing manufacturing in Bangladesh, Cambodia, Vietnam, and the Philippines. Although many might argue that outsourcing clothing production created jobs in developing countries, it has also made countries such as Bangladesh, heavily reliant on the garment industry which really does not contribute to the rise of more Bangladeshi International clothing brands.

In the aftermath of the 2013 Rana Factory collapse, western shoppers are now demanding more transparency regarding the origins of their clothing. Since fast fashion is a direct response of consumer demand, it is only appropriate that we become more responsible about our shopping decisions. We are saying that a $10 or $20 t shirt is not worth the suffering and death of thousands just like us. Style is no longer the single determining factor for choosing to purchase from a given brand. Instead, other factors such as the brands commitments to upholding human rights laws, reducing, if not eliminating the environmental effects of their business, and not surprisingly, the results of such actions.

Getting Down to Business

Three potential solutions to the problems caused by fast fashion are changing what we buy, how we buy them, and how we eventually use them. The ultimate goal is to lengthen our garment life cycles, in order to deter more textile waste from entering landfill. This would eventually lead to less cluttered closets, higher quality purchases, and a more definitive idea of personal style. After all, in the words of Coco Chanel, ‘Elegance is refusal’. The idea is to think quality over quantity, and keeping the amount of clothing coming into, and leaving our closets, at a minimum.

Step 1 – Changing What We Buy

This requires us to first determine our personals style before attempting to build a wardrobe around said aesthetic. Cleansing your closet is always a great way to start. Assessing your current closet for areas of improvement, estimating the monetary value of your closet, and evaluating shopping habits allow you to not only create an optimal shopping budget tied to a specific time frame – be it monthly, quarterly, or annually – but also gives you a clearer understanding of what works and what doesn’t. Ensure that discarded items are either personally donated to friends, family, and the homeless – It is no longer enough to dump them into large donation bins without caring about the fate of these items. Instead, items can also be reused around the house in innovative ways – Let your creativity run wild!

Step 2 – Changing How We Buy

This step entails the most work on our part. In an attempt to properly align both our personal style, beliefs, and core values, research is required. Research is not limited to brand name apparel brands, but includes alternative ways of acquiring clothing such as local independent retailers and chains, vintage, local and foreign artisans, bespoke, trading / swapping web communities, and DIY.

Step 3 – Changing How We Use

This final step focuses on finding ways to lengthen our garment lifecycles – such practices include styling devices like layering and mix n’ matching. Any great stylist would tell you that the possibilities are endless even with a few pieces of clothing. Learning proper care tips is another crucial step in extending garment cycles. Ask your mom, local garment cleaners, retailers, and fashion students and professionals, the more knowledgeable you are about garment care the more value you will place on your closet. Lastly having a good tailor, eco-friendly garment cleaners, and cobblers are very important for performing repairs to damages or ill-fitting items, in an attempt to lengthen usefulness.

World of Shoes

A real world guide into the world of shoes for all you shoe lovers in Toronto

Summer is here and so is the chance to give your feet the warmth they have been deprived of in winters. Shoes are an essential part of our wardrobe. The best part about buying shoes is that they are bought according to the season. These seasonal changes facilitate in breaking the monotony of wearing the same shoes all over the year. Apart from being a necessity they form an integral part of our life. For all the shoe lovers in Toronto be ready to experience the world of shoes through this article where the focus is more on the new and not so famous stores in Toronto.

Comfort shoes have always been the thing of preference but for some its style over comfort so for all the ladies in town who love being different there are a couple of unconventional footwear stores in town which offer a wide variety of shoes which are made of unfamiliar material, have extraordinary high heel and come in a variety of crazy colours. The 8 best places to find these immensely impractical shoes for women in Toronto are Brodawka and Friends, Groovy, Kaliyana and Seduction Love Boutique.

Fashion sneakers are stylish enough to wear with cute summers dresses but are comfortable, supportive and a little pricey and worth every penny. They continue to be in trend and here is a list of best sneaker shops in Toronto putting some really popular ones to shame. These stores carry New Balance, Nike, Converse, and all top brands, as well as a few harder to find offerings. These stores are worth visiting though they carry less stock than big names stores. Some of these stores are Get Outside, Livestock, SVP Sports, Capsule and Exclucity.

Designer shoes are expensive but worth every dime as they are exclusive and very uncommon as not everyone can afford it. This winter the famed New York department store Saks Fifth Avenue officially opened its designer-laden gates. The store also comes with its famed “10222- SHOE” footwear department. They offer a wide range of designer brands from Gucci to Roberto Cavalli. So be ready to spend lavishly this summer because Saks is bringing the leading designers to your door step.

Small shoe stores within Toronto that offer great variety and an amazing shopping experience without burning a hole in your wallet are Heelboy at Queen Street which offers a wide variety of labels within a very affordable range (a pair of Keds for $40 or leather Dolce Vita sandals for $80), then there are a couple of more on Queen Street such as Chocolate Shoes is owned by a Korean and she imports the shoes straight from Seoul and each pair is very elegant and classy. Another very genuinely priced and stylish store is Fashionably Yours where you can find Louboutin pumps for $100. C – Squared is another shoe store on Queen Street offering designer and comfort shoes such as the sperry boat shoes to trek around on a hot summer day.

So let the cold be a thing of past because the city has a lot to offer this summer. Be sure to try these stores for an extraordinary and unusual shopping experience.  

21st Century Spring Cleaning

Cleansing social media of toxicity while improving your self-esteem in the process.

Out with the old and in with the new. Spring is a time of rejuvenation and revival; a transitional season when days get longer and the sun shines brighter. It’s the perfect time to re-examine habits and create positive change. With the prominence of social media use in daily life, we are constantly bombarded by information and images. Now more than ever we need to critically evaluate how unattainable standards in media and advertising can undermine our self-esteem. Be aware of how your daily exposure to these concepts may subconsciously permeate your worldview. Your self-esteem depends on it.

Fitness Inspiration

Carefully examine how it makes you feel when you look at perfectly sculpted physiques with 5% body fat. If this motivates you to lead a healthier lifestyle, that’s great. Conversely and more commonly, it causes us to feel guilty about our own body. Internalizing these images of unattainable goals may lead us to undervalue our own fitness accomplishments. These people dedicate themselves to exercising and eating clean. For the rest of us, real life often gets in the way. 

Substitute: Replace pages focused on workout results with ones that post workout videos. This will keep you motivated to stay active and healthy rather than focusing on achieving the end result of a “perfect” body. 

The “Cool Girl”

Fashion bloggers are the envy of social media: the ultimate “cool girl” who gets to travel the world in expensive clothes, take cute pictures and attend exclusive parties. It’s important to remember that these people are essentially living, walking advertisements. Your fashion choices are subtly being influenced by the brands they are getting paid to promote. They stage hundreds of photos to get the perfect shot, often heavily editing themselves and making the product look desirable. Every picture is a carefully orchestrated product advertisement. 

Substitute: Avoid following bloggers who tag every brand they’re wearing; it’s a sign of paid advertising. Instead, seek fashion inspiration from those who style clothes in a unique way and aren’t looking to push a product or gain notoriety. 

Travel Bloggers

Apparently getting paid to promote your extensive worldwide travels is a job. As great as it is to be able to see different parts of the world over the internet, do you ever find yourself looking at these images and feeling like your life isn’t exciting enough, or that you haven’t had a “life altering experience” like these bloggers appear to be?

Substitute: Take a step back and keep in mind that travelling is their job. It isn’t the norm for everyone. Some people never leave their hometown, and that’s perfectly fine. Remind yourself of all of the other blessings in your life; don’t compare your experiences to someone else’s.

That One Facebook Friend 

We all have it. That one acquaintance from high school who somehow remains your Facebook friend. They post narrow-minded statuses and complain nonstop about mundane daily tasks. Although it might seem inconsequential, every time you see one of these irritating posts it adds negativity to your day or even makes you feel like your contrasting views aren’t valid.

Substitute: If you would avoid them in real life, you shouldn’t be social media friends. Cut the clutter and only follow people you actually care about or those who embody shared values. This goes for family members too. Just because you are related doesn’t mean you should accept their negative energy. Be confident and proud of your values!

Oh Canada! We Stand on Guard for Thee Wardrobe

Our home and native Torontonian style is unique, wonderful and our own. However, sometimes that true patriot love is not all that our wardrobe commands.

The True Patriot Style
Whether we are rocking a feathery Canada Goose paired with some classic Ugg boots in the winter or throwing on a denim or plaid shirt over a simplistic outfit anytime of the year, there are always those key pieces that we just can’t seem to shake in our day-to-day Torontonian outfits. As much as we love the comfort of a soft pair of Roots sweatpants or that new best seller at Aritzia that surely you will see at minimum 10 other individuals sporting it in the same way as you, there are still the fashion hungry individuals who crave a slightly different day to day style identity.
It is not that our Canadian adaptations of the latest and greatest worldwide fashion trends have been done incorrectly, just that there comes a time when us fashionista’s need to experiment and shake up our everyday style that will break free from some of those Torontonian style norms. How do we break free from this true north attire you ask? Well why not begin to embody the style norms of the top 3 fashion capitals of the world. There are a few simple tricks that us Torontonians can use to alter our look so we can spend one Friday night as an ultra edgy Londoner, a busy Saturday as a hustling New Yorker and Sunday brunch as an effortlessly chic Parisian.

From Far and Wide We Break Free

The Effortlessly Chic Parisian:
 As the number one fashion capital of the world those Parisians are certainly doing
something right. So what is their oh so chic secret? Well, Parisians have a knack for taking simple items and putting them together in a way that not only looks effortless but also still super chic and fashionable.


Here’s what you will have
on your Parisian wardrobe grocery list: a timeless white buttoned down shirt, ballet flats, a good pair of jeans, specifically of the darker skinny denim family, a small scarf to be tied around your neck, a basic blazer and lastly, it is extremely uncommon for a fashion conscious Parisian to be without her classic trench coat.

The Hustling New Yorker: When a fashionista thinks of New York she immediately thinks of “all black everything” and she is not wrong about that. As a hustler of New York, you are constantly on the go; you are running through a city that is notoriously known for never getting much sleep. This wardrobe grocery list isn’t too lengthy and minimal color is still encouraged and worth noting: a pair of black pants (culottes are definitely acceptable), fashionable athletic footwear such as the Nike Roshe, that you wouldn’t necessarily wear to the gym but you would wear them out and about for trendy points, one amazing mock sleeveless turtleneck (preferably black) and finally a pair of fairly sized dark shades. And bam! Hello New Yorker on a typical Tuesday!   


The Edgy Londoner: In a city that is home to many big time rock bands such as the Rolling Stones, the Londoner is heavily influenced by rock n roll through their individual style. Here is how we can achieve the appropriate amount of edge: First and foremost a moto style black leather jacket to throw over your look is very key, any type of striped tee or shirt, clunky footwear such as the Doc Marten lace up flats and a short fitted or A line black skirt, which does not necessarily need to be a black colored skirt as Londoners love to mix patterns and prints and a hot red lip to add the cherry on top. With that total look you are ready for a night out as an ultra hip Londoner! 


So to all my fellow fabulous Torontonians we may not be able to hop on a plane and escape to the majestical lands of Paris, New York or London but we can most definitely play up our individual styles that allow us to feel strong and free.

Why Superstar again ?

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Why Superstar again?

When you walk on the street, how many times have you seen these 90’s looking Adidas sneakers these days? Personally, I feel like spotting them at least 15 times -20 times a day.

Those sneakers are must-have items for young girls who are consciously fashionable. Especially popular for fashion students that would make you feel left out if you don’t own a pair. It wasn’t so popular before so how did these Adidas sneakers get so popular all of a sudden?  

The style that made Adidas earn the best time of brand itself nowadays is Stan-smith, Super Star.  If you knew about the timeline of Adidas, those styles have been around since 1980s. Retro has been one of most popular trend since 2015 and definitely brought back those shoes to the market. Obviously, Adidas did not have to come up with new designs to satisfy their customers, which means they saved the budget to invest in designing the products. I would say those sneakers are lucked out in terms of timing and being loved by many fashion bloggers and celebrities. On top of that, Adidas marketed wisely and broadly all over the world.

However, we need to talk about the style of those shoes. When you look at Stan Smith, it’s so simple that you can match any outfit you like. I suppose that has been the best part of these shoes. In terms of styling your outfit with sneakers, you do not want to have too much detail in your shoes. I personally think that sneakers should be always a supporter for your outfit so that you can easily dress up and down.

The Super Star is no exception. Super star is a sneaker that has thick, solid sole with white body and has Adidas’ signature 3 black lines on the sides of the shoes. Both of them have a white body with its Adidas logo on the hill collar of the shoes that are in green, black and red color. These shoes have only a few colors, no more than 3 colors. In addition, they are so comfy that you just want to wear them all the time. I own a pair of Stan Smith and I have literally worn them at least 3-4 times a week since last summer. These styles are so popular that even high-end designers have copied its style.

Adidas had struggled with their sales in the past few years due to losing touch with American tastes. Additionally, they lost major endorsement deals to Nike. Whereas Nike has always been generating billions of dollar with famous athletics for decades.

However, Adidas recently took a different path to market its brand. Using their influence and leverage from celebrities, fashion bloggers and advertising. Targeting niche market to sell their shoes to youth commerce websites that sell to younger crowd such as Asos, Topshop and Urban Outfitters. To further expand their reach to younger demographic, they have collaborated with Kanye West (Yeezyboost350) who is a game changer to accelerate the sales.

How could we ever predict that they could be lucked out with the retro trend and earn a big number of sales with their existing product line. The question is, how many years more can retro style be still steady in terms of making sales?

The fashion changers

The fashion changers

-By Biwen Pan

The fashion world had changed in decade. The first impression of fashion was hard to catch for normal people and it is for the celebrities, royalties and wealthy people. However, almost everyone can reach the fashion if someone loves fashion nowadays.  What is happening in the fashion world? Why almost everyone can actually catch the fashion?

In these recent years, fashion industry is more competitive and diversified than before. There are a variety of designer, fast fashion etc. brands appareled to market. In order to keep and explore the market, different brands started to adjust their brand image.

For example, Givenchy is a French high-ended couture designer brand. It used to design haute couture to celebrities, politicians, royalties etc. Since Riccardo Tisci became the head designer in Givenchy, Givenchy had another new face to everyone. Tisci not only brought new blood to Givenchy, but also create the Givenchy’s street style’s clothing line.

More and more designer brand had developed theirs clothes for the daily wear instead of only for the party or important event. And there are some of designer brand had created their lower priced line in order to explore new market to increase sales and popularity.

How to survive in this competitive environment in fashion industry? Social media has played an important role in fashion public relations within fashion industry. Social media such as blogs, photos and video sharing sites are increasingly crucial to fashion public relations. Because social medias are mostly free, people can get in touch with the fashion news etc. if they have a cellphone or a computer.

 At the meantime, there are some “fashion addicteds” started to write fashion blogs, making fashion videos on Youtube, or posting fashion photos like outfits, fashion items into social medias. Because these “fashion addicteds” are not celebrities, people are more willing to follow fashion them.

Fashion brands will sponsor these people since they are started to well known. Because these bloggers and youtubers have a range of followers and subscribers, by sponsoring products or inviting them to fashion events actually can increase brands’ popularities on the social medias.

Let’s talk about the bloggers, who are writing fashion blogs, sharing fashion ideas, outfits, fashion trends etc. Some successful bloggers have a bunch of fans in social medias.

Chiara Ferragni

Chiara Ferragni is an Itanlian fashion blogger, and her blog’s name is The Blond Salad. She was a dentist in Italy, and she started to blog in October 2009 when she was a student. On her blog, she is sharing outfits and fashion ideas on her website. She is always trying different styles of looks to show people how she style different outfits. She is also sharing her ideas in different areas such as: fashion, beauty, travel etc. Girls actually can see different products on the same site. There are a bunch of beautiful photos posted on her blogs.

Ferragni was introduced as “One of the biggest breakout street-style of the year” from the magazine New York.

Ferragni had successfully being a fashion blogger. And she also creates her footwear line as well.

Aimee Song

Aimee Song is a Korean American interior designer based on Los Angeles. Her blog’s name is Song of Style, which is sharing her daily fashion photos such as outfits, fashion items, design inspiration, and more. She is sharing every singer day outfits by beautiful pictures and descriptions.

 And the blog also indicated the featured fashion item that she is wearing. At the same time, she also taking lots of pictures and some videos of where she goes, or something she things is interesting and beautiful.

The fashion world had changed, it changed to open to everyone. Fashion is not only for the people who can afford fashion, but also for people who love fashion.

Ultimate Guide to Bulletproof Fashion Outfit

Photographed by Maciek Kobielski for Self Service Magazine

These days we are surrounded by enormous variety of trends blasting from the bloggers, celebrities and fashion magazines. Although, there are fashion clothing pieces, flowing through the seasons and even years, that could step into your wardrobe game. This guide was inspired by fashion professionals who often don`t have time (fashion editors, bloggers, models, stylists) but always look effortlessly stylish.

1.      Bottoms : leather pants and cut out jeans

Leather pants, that had their last time in 90`s, got back and  became one of the most favourable pieces of the fashion editor`s and model`s outfits in a past few years, so it started to be known as a part of a fashion uniform.

As for cut out jeans, they gained there popularity in a past year very quickly. The trend forecasts were not clear about whether the cut out jeans will stay for a long time or not, but the fashion weeks photo reports showed that definitely their presence will continue in at least one more season.

2. Tops : Striped Shirt and Button Up shirt

Stripe shirt is an irreplaceable clothing piece borrowed from French women style. Perfect for all occasions and ageless in style.

Simple white button up shirt is a piece that is worth an investment too. It will be perfect for a formal occasion.

3. Bags : Signature designer bag

Accessories can add a special magic to your outfit, especially designer bag that will bring more luxurious look. Even though designer bags are usually very expensive, it is a great investment into your wardrobe. Anyway, there is always a chance to find a designer bag in consignment stores for a moderate price or as another option you can take a look at young designer labels that are rocking fashion right now.

4.       Shoes : Heels and Sneakers

In the movie “Devil wears Prada” a fashion editor, played by Meryl Streep, made a rule for women to wear only heel in the office. This rule actually existed in fashion world until the recent time, when sneakers became a fashion trend that came from the runways. Although, sneakers trend has evolved and changed from season to season, but recent celebrities’ appearances wearing white sneakers in public confirm that sneakers will stay in fashion trends for some time. These days, heels are not mandatory any more, but still are a must have for every woman to add more feminine touch in their look.

5.      Outerwear: Leather Jacket

Through the decades the leather jacket had transformed from the rock star`s attribute to a more classic fashion piece. Right now, there is a big variety of jacket styles present for all body types, so you always can find a perfect fit for you. Another great thing about leather jacket is that a good quality piece can be worn for years and after some time it will be even better looking because of the worn out effect. Currently, the trend is about the biker jacket.