Kollectin App Launch Party and Networking Panel in DTLA

Tonight I headed into downtown LA for a networking panel with several influencers and fashion bloggers giving advice on the best strategies for getting your brand out there in 2018. The event was celebrating the launch of the kollectin app, a new fashion focused app for influencers and shoppers to connect and find their personal styles. As the "app where fashion buyers shop" it was only fitting that several of LA's most fashionable influencers filled the crowd and were excited to hear about the new app experience.

The night started off with a networking party and macaroons from Bottega Louie's which everyone enjoyed. Guests also enjoyed getting to view the fun samples from two of the brands featured on the app including Aida Kaibur jewelry and I AM ZOE women's clothing line. The clothing line featured trendy looks such as two piece suits and velvet designs which were a big hit with the crowd. The jewelry line featured interesting and unique pieces. Each guest received a piece of jewelry in their gift bag as well and I am loving my new bracelet which is super trendy!

Soon enough the panel started and we heard from Fernanda Romero Actress, Entrepreneur & Co-founder Vita Parfum, Stella Simona Creative Director/Co-owner of Amarilo & Haiti Chai,and Javvy Founder & Content Creator of Savvy Javvy. They each talked about their road to success sharing tips and tricks for getting your name and brand out there using digital marketing and social media. They attributed much of their success to social media and how it has revolutionized people's access to an instant audience. They all encouraged the audience to pursue their dreams even if that meant facing criticism form family members and each shared their own fumy stories about nosy family members telling them to "get a real job" however they didn't let that stop them. According to Fernanda, when she asked her father to help her with some business taxes he was shocked to find out she was making more than he was! It was a satisfying moment for her and something her father didn't forget. Javvy also shared that her parents have gone from telling her she was silly to bragging about her success to their friends showing that even the most skeptical can be won over eventually.

Audience members also asked questions bringing up topics like personal expression and marketing tactics. Many strategies were discussed but the main theme was to focus on creating an authentic brand first and work at remaining true to your vision every season. The influencers used everything from email marketing to Instagram stories and all talked about designing and maintaining a consistent aesthetic for their Instagram profiles. By finding their niche style they were able to target their audience and build a following of similar minded fans. They had also each found success with several different influencer marketing websites including liketoknow, Foacard, rewardstyle, and shopstyle.

In terms of managing their accounts and posting schedules they also recommended using a scheduling app such as hootsuite, mosaic, or clutch. Several of these apps also allow you to plan your story so you don't have to worry about posting live content. In terms of email marketing they recommended mailchimp and using split campaigns to find out which members of your audience prefer email over Instagram. Delivering relevant and timely content in the correct packaging is was another important digital marketing tip they pointed out. The panelists all reiterated the importnance of knowing your story, and your audience adding that you've got to know who your talking to. Integrating new creativity is important according to the influencers but keeping it simple is always key. Increasing engagement and making followers feel understood was also another strategy they had all found success with. Each woman also ended the panel saying that the most important thing to remember was to stay true to yourself and that in today's climate everyone has the chance to make their own individual path to success.

The Kollectin app founder closed the night saying that the future of the fashion industry is online and talked about her inspiration for creating the "app where fashion buyers shop" saying that her goal was to help keep up and coming designers alive in the current climate of struggling department stores. This app is all about taking risks on the latest new creatives while connecting them with influencers and I can't wait to see what new designs they have in store!

LAFW Fall 2017

Tonight I headed over to LAFW at the Alexandria hotel in downtown LA to check out their lineup of designers this season and get a chance to enjoy the beautiful art installation as well. First, I got my hair done by the L'Oreal pro booth and got to show off this cool braid with my look.

I also got some samples from the new Living proof line of hair products which I am super excited to try! Next, I touched up my nails and got some free samples from the Trendz Colors booth.

I am looking forward to testing their Nail growth serum which I am in desperate need of! After checking out the colorful art it was time to start the show. The first designer Elsohi started their show off with a beautiful video showing grape vines which served as the backdrop for the collection. The show featured delicate but strong silhouettes in muted colors for fall and a decidedly feminine theme with ruffles and intricate details. The show was definitely a crowd pleaser and the space inspired silhouettes were right on trend. The feontvrow was filled with trend setters as guests came dressed for the artistic theme of the night. Two of the biggest trends I noticed were reds and mirror accents. Check out these stylish looks!

The next designer was MaryMe and Jimmy Paul a brand based in Amsterdam focused on innovative designs created by partners Marie Burlot and Jimmy Rinsum. The collection was focused on pushing the boundaries of design to represent pop culture using sculptural designs. The collection, looking more like art than clothing in some cases certainly achieved it's goal and had the whole audience mesmerized with the fantastical looks. The clear plastic showed off the inner designs and structures of the clothing while many looks had pieces dragging on the floor. The collection was a representation of current pop culture trends and used popular colors from social media trends including mermaid inspired blues and turquoises as well as unicorn style pinks and whites. I definitely enjoyed this fascinating collection. 

I also had a great photo session with Rico Mejia an amazing photographer who also covers the event. He captured my outfit perfectly and I love how these photos came out! Check him out if you are interested in fashion photography @ricomejiaphoto 

Trends from BeautyCon Los Angeles 2017

 This Weekend I went to BeautyCon LA and after hanging out with the trendiest beauty bloggers, product developers, and celeb beauty experts I have rounded up the best trends from the event. Plus checkout all the hottest new products I found in my BeautyCon Haul videos!

Customers from all over southern California came out to BeautyCon LA to experience the most talked about Beauty event of the summer. Some guests came from even farther places such as Canada for a chance to attend the special events offered such as the L'Oreal beauty school and to meet their favorite celeb beauty blogger. The shopping culture was alive and well all weekend as guests paid $50 and up for tickets that allowed them the chance to experience all their favorite brands and the flash show deals many booths offered. Free samples were everywhere and everyone had a great time exchanging tips on where to go for fun deals and great finds. I found myself falling in love with products I never would have looked at if it weren't for all the BeautyCon excitement. You can checkout some of my favorite samples in my BeautyCon haul video below for all my must haves! The celebrity culture is a huge part of this event's draw, especially in LA since the pink carpet boasted names such as Zendaya, Chrissy Tiegan, Debby Ryan, Skai Jackson, Ashley Tisdale and more!

Chrissy Tiegan onstage at her Keeping it Real Panel

The meet and greets and fireside chats gave fans a chance to get up close and personal with their favorite celebs and we were even treated to make-up tutorials in some cases! Check out my article on Ashley Tisdale's make up tutorial at BeautyCon here to read more! There was never a dull moment at the event which also offered fun and games at big brand name booths such as Anastasia of Beverly Hills, NYX, Absolute New York and others that offered an interactive experience for guests as well as many insta worthy photo ops! Personalization was a huge part of the BeautyCon culture this year and many brands offered their own version of a Build-a-Bear for beauty experience. Some of my favorite examples included DefineMe fragrances that offered a selection of 8 scents customers could mix and match to create their own personalized perfume. Other booths offered guests the chance to star in their own glamourous movie moment such as the L'Oreal photo booth where guests used props to create their very own Parisian shopping minimovie that also came with fun snapshot printouts.

This trend is only going to spread as the beauty industry moves towards mass personalization for individualized customer experiences in every department. A few fashion companies, such as Express denim, have also been highlighting this trend with their marketing and products. Guests of all ages also enjoyed the chance to learn about new products and get tips from the experts on how to use the latest in beauty technology right there in person. Brands also incorporated experiential marketing into their booths which made a big impression on customers. While the Wet N' Wild beauty booth didn't offer any free samples their virtual reality experience allowing guests to "swim with mermaids" attracted a big crowd. While there was ample opportunity to connect with brands on social media the event also offered guests the chance to connect with fun and like minded digital beauty communities through meeting fellow beauty enthusiasts as well as the social lounge where youtube vloggers and other social media sensations showed up for one on one time with fans. All in all the event captured the best of the shopping experience and offered some interesting ideas for brands and stores from all kinds of industries to think about. Check out my list of the most fashion forward looks from on and off the pink carpet for some style inspiration that is bound to make an appearnace this fall.

Stripes
Stripes were everywhere on the runways and now they've gotten even more popular with a street style twist on the high fashion looks from designers. I loved seeing all the different sizes and combos people came up with for this trend at the event.

Black and White
This classic color combo made an appearance in separates from crop tops paired with high waisted pants to monochromatic looks with contrasting accessories.

Glitter
My personal favorite, this trend showed up everywhere at the event from metallic make-up and shoes, to glitter face painting and sparkly accessories! Stand out this fall with a glitterized look of your own and check out part two of my BeautyCon Haul for some great sparkly products!



Mini Backpacks

Yours truly was rocking this trend on the pink carpet so I might be a little biased but these cute little backpacks were perfect for collecting all the free samples and free food throughout the day wile still keeping your hands free! Many people used the stylish accessory to add a pop of color to their look and dusty pink was definitely a favorite color. My favorite look to really make this piece work is to pair it with a high waisted denim mini skirt and sneakers for the ultimate effortlessly chic outfit.

Purple Lips
From the red carpet at the Met Gala to the pink carpet of BeautyCon purple lips have been making a big appearance. This trend is so much fun because you can make it into a bold statement with brighter purples or get artsy with some lavender tones. Or a dark purple bold lip can be the perfect way to rock your 90s back to school look this fall! Check out part 3 of my BeautyCon video to see my new favorite purple lipgloss from the event!

CdM at BeautyCon: The Time Ashley Tisdale Crashed a Birthday Party!Plus Her Favorite Eye Make-Up Secrets!

The actress and now, beauty guru and founder of Illuminate by Ashley, showed up to the pink carpet of BeautyCon LA on Saturday August 12 in a stylish summer black and white look for some fun times and of course, make-up! Ashley made a special guest appearance at her Illuminate by Ashley booth on Saturday afternoon where tons of make-up fans were waiting to meet her. She gave the intimate crowd a special treat and asked the audience what kind of a make-up tutorial they wanted to see celebrity make-up artist Tonya create. After deciding Ashley told the crowd, “All right I’ll take off my eyes!”

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Had an #amazing time meeting @ashleytisdale @beautycon today! #loved her #makeup #tutorial on #eyes with @illuminatecosmetics and loved her #ootd #cool #fun #beautyconla #cerisesdumatin #fbloggercelebs #awesome #shesssocool #loveher #losangeles

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While Tonya worked on creating the perfect winged look for Ashley, the actress told stories to the crowd and asked them about their favorite Illuminate products. She shared that she loved to get all her make-up tricks from Youtube and talked about the latest beauty trends she’s been loving, including the Sunset Eye. Tonya is another one of Ashley’s favorite people to get tips from and she recounted an adventure they’d had while hanging out on the beach one Saturday to the crowd saying, “I crash parties all the time.” According to the actress, after deciding to head down to the beach she had spotted some tents on the sand and they decided to go check them out. However, when they got there not many people were around so they stayed around for a few minutes. Soon though people started to come back to the tents and that’s when they realized that there was a birthday party going on. Ashley said that once they realized they walked into the middle of a 14 year old’s birthday party everybody laughed and kids were, “really excited.”

After finishing the make-up tutorial, she showed off her new look taking selfies with her fans. Check out the video below to see Ashley getting her eyes done. 

CdM Fashion Careers: Cassandra Volpe and the Future of Social Media Marketing for Fashion

Cassandra Volpe – Account Director at Adaptly

What is your job title and what does a typical day in the life look like?

Account Director (Social Media) at Adaptly

A typical day includes meetings with my internal team and clients to discuss campaign performance and future strategy, putting together media plans and recommendations, working to optimize campaigns in real time, and being sure to take time to keep up with the latest in the industry.

Do you have any advice for someone hoping to get into this field?

Look to get in the door with an agency or API partner who works across multiple social platforms and verticals. Ultimately, this will set you up for several different paths as you discover more about what it is that draws you to this kind of work.
Once you’ve landed a position be a self-starter and a go-getter. If you don’t know the answer to something, research it. Participate in webinars, read articles and blogs written by those in the field, keep up with industry news etc. This will put you a step ahead in this fast changing industry.

What is the biggest difference you’ve noticed between traditional fashion and retail marketing and social media marketing for this industry?

In traditional media, there is often a lot of emphasis put on using elevated and artistic creative. Using print as an example, these often have an editorial vibe and blend in well with the pages of Vogue or Elle magazines.
When we think about how users interact with social media, the behavior is very different. Users are consuming media quickly, on mobile devices, anywhere they are. Creative in these environments need to stand out and very clearly communicate what they are showing in order to have a lasting impact on the user.
Where in print, black and white imagery may have given a sophisticated vibe, users will likely scroll right by that on a news feed filled with color. In television, you may have the users undivided attention for 45 seconds or more but on Social you have 5 seconds to grab someones attention and can only expect to keep it for 15 seconds – so it is important to grab their attention with movement and color and to say what needs to be said quickly and playfully.

How does an awareness campaign differ from a campaign directed at purchasing a specific item online?

Awareness campaigns aim to generate brand buzz and drive your brands narrative. These campaigns aim to show what you have to offer and help introduce your brand or aid in staying top of mind with your audience. Brand marketing may influence sales, but it does not necessarily increase them.
An ad with an objective of selling a specific item would be considered Direct Response. With Direct response your one goal is to drive sales.

Do you ever create campaigns to drive in store traffic?

Driving in-store traffic is a huge focus for many retailers as more and more shopping moves online. Fortunately, there is still a tremendous benefit to the in-store experience of communicating with a real
person who knows the brand as well as seeing and feeling a product in person. In order to effectively drive foot traffic, this in-store experience should be a focus of your advertisements.

Does your messaging differ by social platform? 

The message does and should differ by social platform. Again, think of how the social platform is used and how you can provide value in that context. On Pinterest, users love to see “how-to’s” so showing how to wear an item multiple ways works well. On Instagram, you may use visually beautiful content in relatable outdoor settings.

What do you see for the future of social media marketing in the fashion industry and specifically branded content?

I see things getting a lot more complex with the Virtual Reality on the near horizon. One day, users will be able to virtually hold or try on an item before they order online.

What is the one piece of advice you give to all your clients?

Always be testing! In an ever changing market, what works today might fail tomorrow. In order to succeed you must be dynamic and willing to divert from the original strategy.

CdM Fashion Careers: Larkin Brown Lead Stylist and Researcher at Pinterest

I had the chance to speak with Larkin Brown about her job working in the Pin Factory headquarters at San Francisco recently. Read the interview below to find out about her advice for bloggers and brands who love Pinterest as well as the exciting new things the company has planned for the future! 

What is your job title and what does a typical day in the life look like?

Researcher and Stylist.

A Pinterest perfect moment. Here Larkin styles a shoot to be featured on the platforms style section. Photo courtesy Larkin Brown/Pinterest.

Some days are filled with brainstorming with designers. Other days I might be working with a quantitative researcher digging through the data but my favorite days are when we’re out doing field research with pinners (people who pin) because it’s so inspiring to see people bringing pins to life.

As a stylist sometimes and, this doesn’t happen very often but, when we do our own brand photo shoots I’ll style those and a lot of what I do is that a lot of the insights and data that I find as a researcher and especially on trends I will take that and share it with the media.

Do you have any advice for someone hoping to work in this field?

What has helped me the most is understanding people. If you think about the way people use Pinterest, there are so many ideas and possibilities, we want you to find the one that’s right for you. So much of that is about style, but it’s also about people. My advice is to take classes that are about understanding people so that could be classes in communication, psychology, or sociology. I’ve found that for me that kind of anchoring in my schooling has helped so much in how I’m translating that information about people into style or into the products we’re developing for them.

Fashion is one of the most popular topics on Pinterest, do you have any advice for fashion brands who want to get on the platform?

The good news is that brands are really welcome on Pinterest. Actually 75% of our content on Pinterest is from businesses. There are all these natural pivots that happen so that kind of business or branded content is not only welcome is part of what makes Pinterest so good. Think about Pinterest as you’re allowing someone to peek into your mind, so getting to see the inspiration of the brand or person you admire is really fun for people and pretty unique for Pinterest. It’s allowing people to see the inspiration or thought that went into a collection that makes people feel more connected to that line. Also think about your customer or the audience that you want to reach…what else are they interested in…Home, beauty, food, travel? Which one of those areas do you want to hold equity in as a brand? Then build out boards around that and you don’t have to worry about having to create all this content from scratch. Curating is a big part of Pinterest and it’s really welcome.

How has the “tried it” button affected the Pinterest experience for users and brands so far?

We find that it’s really helpful for them when they’re trying to evaluate if an idea is right for them because they’re getting a sense of how it turned out and also getting tips from other people who’ve tried it before. We also find that people like feeling like they’re helping the community and Pinterest really isn’t a social network. People aren’t using “tries” to get likes; people really use Pinterest for themselves to discover and do the things that they love. It’s that “me” time.

What do you see for the future of fashion focused content on Pinterest and specifically branded content?

So, this is me personally of what I would really want to see I just want to see more body diversity in our content. I think the fashion industry is getting on board with this and I do see it changing and I’d really like to see that change and see it be visible on Pinterest as well. I’d be really excited to see Pinterest play a bigger role in this movement.

How does Pinterest work with content creators and specifically fashion focused creators on the platform?

When we say 75% of content on Pinterest comes from brands we mean businesses or brands that would also include media and independent content creators. A lot of the content that we get on Pinterest, we really rely on the pinners saving it from around the web, so we don’t proactively go out and scrape content from the web. It’s real people, real humans curating it which is part of what’s unique about Pinterest. However, we do have a team that works with the bigger partners and brands and also bloggers, influencers, and independent content creators. We invite them to trainings and meet with them one on one. Also we want their input on features because they’re such a part of the Pinterest ecosystem, we want to get their input too.

I think in the future we see an opportunity to have Pinterest hosted events where we could invite a lot of these content creators more into what we call the pin factory here at headquarters and spend even more time with them. We are excited to do more events.

What do you see for video pins as it relates to the fashion and beauty industries?

I’m most excited about integrating more beauty tutorials into Pinterest and I really I think we have so much good content at Pinterest but what is one of the things that’s special about it is… its all humanely curated.

Something I’d really like to see more of is that if you’re looking you know, at like a beautiful face shot that we could have a beauty tutorial mixed in underneath that was like, hey how to do the perfect cat eye right, if there’s a cat eye in that face and the idea of having that amongst the related items is really exciting because, then its not just about buying the products its not just about finding other inspiration there can be a how to element which is so core to Pinterest and what people use it for.

As a search tool what does Pinterest see for advertising and e-commerce on the platform?

 What do you see for the future of fashion on shoppable Pinterest?

I think our biggest opportunity there is around building bridges to connect those moments of discovery to shopping or buying for something.

 If you already know what you want, if you already know like the shoe and the brand and what
you’re looking for, going to google or going to a department store e-commerce site is going to be 
faster and better for you and we really don’t need to replace that.

I think our big opportunity is when you don’t quite know what you want, where you might not have like the terminology to search for it in google coming to Pinterest and discovering oh, you know what, actually I want a block heel booty… where it’s like a little higher over your ankles like, maybe you don’t know that’s called but you realize, oh my gosh that’s what I want that’s what’s going to feel modern for fall for me and then being able to connect that to either buying it like clicking through to the retailer or buying it right on Pinterest or finding something similar. It’s about when you don’t quite know what you want trying to connect that to a shopping experience.

How do you think visual search can work for fashion and retail companies? How do you think it will affect the e-commerce experience? The in-store experience?

One of the big pain points that we see is just it’s difficult to gauge if somethings going to fit you or 

not and part of it is fit but there also is an element of just like is this going to look good on me

sometimes it’s about color… and in the beauty world, like a color cosmetic, you know is that lip 

color or blush going to work on me.

I’m really excited about using visual search as a way to gauge if is something is going to work for you  and I’ll say you know I think the technology isn’t quite there yet but, I’m excited about that direction. Whether it’s like color matching with foundation or imagine you’re like in a store and you’re really excited about a piece but they don’t have your size in stock and, your debating oh well do I order it and like see if the size you know up or down fits me. That’s still a pain point and I think there is something in this visual discovery technology and the visual search technology that could really help…that really hasn’t been resolved yet with online shopping. I mean the closest thing we have right now is like free shipping, you can try it at home! And it seems like there’s something more we could do there.

Check Out my Article for Hollywood Glam Magazine: Audrina Patridge Talks About Creating Prey Swim and Summer Trends at Simply LA

"You always have to be ahead of the trends or create the trends.” - Audrina Patridge

Image via Instagram @audrinapatridge

On Saturday July 15, the Simply LA fashion and beauty conference kicked off on the rooftop of The Grove shopping center in Beverly Hills. The fun filled day included celebrity guest appearances, panels, and free hair and make-up samples from the up and coming brands exhibiting at the event. For many guests seeing some of their favorite brands and discovering new products was the highlight of the event. One of the brands exhibiting was Prey Swim, created by reality star and model Audrina Patridge, who attended the event as a panelist and exhibitor for her new line. The actress was so excited to share in an interview about her experience designing the line.

According to Audrina the process has given her a new respect for the fashion industry and her line focuses on customizable pieces for her customers. She takes some of her inspiration from the type of swimwear that she would’ve liked as a teen and has created swim sets that girls can mix and match in different sizes according to their body type. She also had some reversible pieces in her collection as well to give customers even more options for colors and patterns.

This season’s collection was all about high waisted pieces and fun prints for customers to create their own look.

Audrina talked about her favorite trends of the summer saying, “I love all the high waisted, I love that all the 90s grunge with the 70s are in and that people are mixing the two eras and creating their own style.”

And for the SoCal native, the trends from the beaches of LA were another big hit for her summer style inspiration.

She said, “One-piece bikinis are trending, they’re huge! One piece and high waisted, especially with Baywatch, like I’ve been seeing a lot of red bikinis and yellow. And all the 80s high cut bikinis are back in…you know, it’s a circle.”

The actress was getting in on the revival and, wearing a red patterned jumper, told me about her own style saying, “My mom sees how I dress and says you look like I did when I was in my 20s!”

She also talked about beauty saying, “I love that all the natural make-up is coming back and all the natural hair because it’s just natural beauty and, it’s so much easier to get ready!”

And saving time and energy is always on her mind since she’s been working on her line and keeping up with the fast pace of the fashion industry. 

She told me, “I feel like in the fashion industry you never really get a chance to have a break it’s like non- stop. You always have to be ahead of the trends or create the trends.”

But the hard work has paid off for Audrina, who talked about her upcoming plans saying, “It’s fun. We’re showing at Miami Swim Week next Friday so we’ve been working on showing our two collections, casting models and just preparing for it. And then, after that we’re working on spring and summer.”

CdM Exclusive: Toni Ko founder of NYX and Perverse sunglasses

Photo via Instagram @tonikoko

"You don’t have to have just one pair of sunglasses you could have two, three, four, five, six options. You could try a cat-eye, you could have an aviator. You could have fun and wear pink sunglasses or yellow sunglasses or purple ones.”- Toni Ko Founder of Perverse Sunglasses

Toni Ko, founder of NYX make-up and now Perverse sunglasses, is an expert in fashion entrepreneurism and, on Saturday she attended the Simply event in LA to share some of her tips and insider knowledge on the panel titled “Starting a business from the ground up”. Her company, Perverse sunglasses exhibited at the event as well and, also recently opened their 5^th store in the Santa Anita Westfield Mall. I spoke to Toni about her inspiration for founding NYX and how it has helped her in developing her latest project Perverse.

Her love of make-up is what first led to her idea for NYX and she started by telling me about the turning point that finally pushed her to start the company saying, “I was 26 in 1999 and I was that girl on a budget and I loved the product that was in department stores but I couldn’t afford it. So, I used to go to drug stores to find my products but, back in 1999 the products were really poor quality in drug stores so my family had been in the beauty business for a while and I knew a couple of the suppliers. And one day, I just said I’m going to start my own cosmetics line that doesn’t break your wallet but still has amazing quality.”

According to Toni, as the industry changed she noticed her target customer had changed as well and the quality and variety of products that were available at lower price points had increased dramatically by the time she sold the company in 2014.

She found her next project in a similar style saying, “It’s almost like the same business concept as my previous industry cosmetics, just in a different industry.”

After noticing a missing element in the Sunglass industry, she founded Perverse which she affectionately calls her “newest baby” telling me, “I think it is an industry that is heavily dominated by just a few companies and I think there could be more variety of companies in the business that could deliver more variety of styles at a budget price point.”

And variety is one of her main focuses for the designs for Perverse. She told me, “I love colors, I love the whole matchy-matchy theme where you can match your sunglasses to your lipstick color. You could wear like a bright yellow dress—and this happened because I was looking for yellow sunglasses. I really wanted to find a yellow sunglass that fit my face and I couldn’t find any because every sunglass you see out there is just black brown, black brown. So, I’m all about sunglasses with color.”

The founder, who like many is tired of the same safe and boring styles available now, is all about taking risks and she wants to bring that to her customers as well giving them more options to try out without committing tons of money to one trend. 

She told me, “I want to be the sunglass business for the fashion accessories category. I want fast turnover, fast fashion sunglasses, taking sunglasses and really making it a fashion accessory category. You don’t have to have just one pair of sunglasses you could have two three four five six options. You could try a cat-eye, you could have an aviator. You could have fun and wear pink sunglasses or yellow sunglasses or purple ones.”

And on Saturday, the Perverse booth was full of fun and colorful styles. The Perverse outlook on eyewear will bring a new perspective to the industry and the fun bold styles already have customers getting in on the good times. 

CdM Exclusive: Simply CEO Sarah Boyd launches Simply LA in style

“It’s really just one handshake or one introduction that you need to really change your career.” -Sarah Boyd Simply founder and CEO

Photo via Instagram @sarahpboyd

Simply common sense is the best way to describe Saturday’s fashion and beauty conference held on the rooftop of the Grove shopping center in Beverly Hills. The event, powered by Nylon Magazine was full of informative panels, innovative brands and fun networking opportunities, exactly how Sarah Boyd, the Simply founder and CEO, pictured it 5 years ago when she first came up with the idea.

“I was doing PR at the time and I really saw a need for in person connection and to do it in a kind environment.” She told me of her inspiration for the company.

The event was filled with experts and digital influencers from the fashion and beauty industries as well as editors and businesswomen from traditional media such as Gabrielle Korn Nylon editor in Chief, actress Ashley Greene, blogger Becca Tilley and more. Fashion lovers and young stylish consumers were invited to experience the brands that were showcasing their products and get the latest updates on the new and exciting companies that are making waves in the industry including popular names like Planet Blue, BeGalmmed, New Beauty Magazine, BlessBox, Shoedazzle, and more. For the VIP attendees exclusive access to panels with celebrities, digital influencers, and successful entrepreneurs was the highlight of the event. Topics like the business of blogging, starting a brand, and how to kill it on social media were just a few of the insider tips that were discussed.

She told me about her idea saying, “It’s really just one handshake or one introduction that you need to really change your career because you have that one person who believes in you. So, I wanted to make that happen here in person.”

Organizing the scattered and confusing landscape of social media influencers and publishers within the fashion and beauty industries is a challenge that few people have wanted to take on, and it is often regarded as a separate business altogether.

“A lot of this stuff, I never thought it would ever happen.” She continued.

However, providing a conference for consumers who are looking to experience their favorite companies and, industry leaders in social media and digital content, to connect with up and coming digital and traditional brands (and plenty of Instagram worthy photo-ops) was the perfect way to highlight all the things they have in common.

Not one to give up, Sarah told me about getting her ideas from her vision board to a real-life conference at The Grove saying, “You just gotta hustle and persevere and never take no for an answer and it can happen.”

“I network a lot. I always tell everybody at my events you have to network.” She added.

As for her process of finding the right brands to work with at the Simply conferences she said, “It’s people that have a big heart and are kind and share their knowledge. Not a lot of people do that in the industry so I personally handpick a lot of them…I think it’s just through meeting people and if I really feel like they can bring something to our audience that’s how I choose them.”

And she still has more she’s looking to accomplish for the future of Simply.

 “I see doing more cities, more countries. Potentially retreats in the future. Just building the community.” She told me. For now, she’s just been celebrating the success of her LA conference saying, “It’s incredible…A pinch me moment.” 

CdM Guide: What to Wear on an Alaskan Cruise (And how to make it fit in your suitcase!)

Last month I set sail to Alaska on the MS Oosterdam cruise ship and the saying really is true, everything is bigger in Alaska. However, while Alaskan-size King Crab is definitely a good thing, an Alaskan size suitcase is not. That's why I made this guide for a fashionable and functional cruise wardrobe that works for all your adventures on shore as well as gala nights and poolside lounging on the ship.

I loved getting out in nature and seeing all the amazing wildlife of the Alaskan landscape as well as getting to know the people of the picturesque little towns we stopped in. In Juneau, the Alaska state capital, I even got a taste of the local fashion industry when I met the owner of Resolute Boutique, an online store for the fashion forward residents of southeast Alaska. She was so excited to help me with this project and has provided links to some of her favorite looks that might be hard to find in the summer months. Read below and prepare for your trip with tips from an expert! Check out my packing list by city for style inspiration and a specially curated list of all the essentials you'll need for your next arctic adventure!

Day 1:Arrival and Cruising the Puget Sound 

Ralph Lauren Cargo Capris 
Kate Spade Nautical striped tennis shoes 
Kate Spade blue and white striped sweatshirt 

I chose a nautical themed outfit for a day of traveling to the boat because it is light and easy to move in when carrying suitcases and boarding the ship. For the afternoon reception held on the upper deck as we left Seattle, check out this cute maxi dress from Resolute Boutique! It works perfectly for a scenic afternoon on the Puget Sound and will get you in the mood for a relaxing cruise vacation!

Shop the Look 
Lovestoned Maxi from Saltwater Luxe

https://resoluteboutique.com/collections/dresses/products/lovestoned-maxi

Day 2: First Day at Sea and Gala night

Tommy Hilfiger Purple Cardigan 

Call it Spring bright blue wedge heels 

Michael Kors silver sequin clutch 

On board the ship there are plenty of activities so don't forget to bring some exercise clothes in case you want to join in on one of the yoga classes or just hit the gym. I found a pair of capris and a t-shirt were fine for exploring the ship during the day. For the gala night I chose this fun maxi dress in arctic colors, my bright blue wedge sandals, and a matching tie dye silk scarf for dinner.

Shop the Look 

Wearing the Bombshell Maxi, this romantic dress is perfect for a night of music and dancing!

https://resoluteboutique.com/collections/dresses/products/bombshell-maxi-1

Day 3: Juneau and the hike to Mendenhall Glacier

Michael Kors gold zipper jacket 

Lucky Brand Jeans Lolita 

Fossil gold detail leather purse 

As we headed through Stephen's passage on our way to our first stop in Juneau the weather did get slightly cooler and being outside on the deck required a windbreaker and my gloves. When we got to Juneau I added my raincoat for an extra layer for the hike to Mendenhall glacier through the cool forest. It did start to drizzle however the rain didn't last long and the hike warmed me up. By the time we got back to town I decided to take off some of my extra layers. Jeans and a sweater were perfect for exploring the fun shops on Juneau's main boulevard. 

Shop the Look

Pro Tip: Weather can be a hit or miss! Pack for drizzling rain and 55 degrees, but also be prepared for 75 degrees and sunny!

The Bridget Boot Cut Jean is perfect for a day of hiking and pairs perfectly with a light raincoat! Plus check out this cute striped sweatshirt for a fun layered look

https://resoluteboutique.com/collections/bottoms/products/bridg-maize

    

Day 4: Day at Sea and the scenic cruise to Hubbard Glacier

Express crop sweater 

Guess Jean Jacket 

Ralph Lauren rainbow plaid flannel 

Lucky Brand Jeans Bridgette 

Ralph Lauren sport plaid boat shoes 

Merona black sequin beanie 

We spent another full day at sea as we headed up to Hubbard Glacier. Some cruises might go to Glacier Bay for viewing as well, but either way it does get pretty chilly as you get closer to the ice. Standing out on the deck we got some amazing views and I would definitely recommend a hat as well as some layers. I chose a crop sweater with my jeans, a flannel shirt, and my jean jacket. There were also several places to view the glacier form inside the ship where you could hear the informational talk on the glacier and fjords if you're not up for the chilly breeze on deck. 

Shop the Look

This outfit with jeans, a black tee, flannel, and a hat is cozy and comfortable! Perfect for vacation style!

https://resoluteboutique.com/collections/tops/products/copy-of-canyon-lace-flannel-vintage-indigo 

https://resoluteboutique.com/collections/hats-bags-1/products/merino-beachcomber-beanie-black 

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Day 5: Sitka and Kayaking through Eagle Islands

Michael Kors Royal Blue turtleneck 

Kenneth Cole white jeans 

Salvatore Ferragamo black knee high boots 

Our next stop was Sitka which is the original site of the Alaskan purchase and still has some old Russian structures. The sun was shining all day in this cute little fishing town and temperatures were about 68 degrees at one point so I didn't need much except for a light cotton turtle neck and my jeans. I brought an extra pair of tennis shoes to change into for our kayaking trip and my raincoat but didn't end up needing it. The kayaking was amazing and we spotted tons of bald eagles as we paddled through the green islands dotted throughout the bay.

Shop the Look

Check out the Ellie Lace Up Sweater, paired with the Black Farrow Jean from DL1961 which is super comfortable and easy to move in.

https://resoluteboutique.com/collections/sweaters-hoodies/products/ellie-lace-up-sweater

https://resoluteboutique.com/collections/bottoms/products/farrow-hail

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Day 6: Ketchikan and Zip lining in the Alaskan Rainforest plus Gala night

In Ketchikan we also had great luck and amazing weather especially since it is known as the rainiest city in Alaska! Wandering around the town with the sun out was plenty warm without a jacket. However since I went zip lining in the rain forest, I decided to go with a sweater and jeans which kept me warm in the cool trees and higher elevations. After our short stop we headed back out to sea and had another gala night on the ship. Everyone enjoyed the chance to dress up and I decided to wear this ice white quilted dress with my boots and added some bright accessories for a touch of summer. Packing a shorter hemline allows you to use your boots for days in town and nights on the ship.

Shop the Look

Check out this relaxed sweater for a breathable and stylish look that can work with any adventure you end up on!

Plus this deep blue velvet dress is the perfect way to mix it up for a Gala night and try out a shorter hemline!

https://resoluteboutique.com/collections/sweaters-hoodies/products/maxwell-sweater

https://resoluteboutique.com/collections/dresses/products/abbot-dress

      

Day 7: Day at Sea and an evening in Victoria

Guess hot pink button up shirt 

American Eagle maroon vest 

Les Temps des Cerises grey jogg jeans

Salvatore Ferragamo grey flat boots 

On our last day at sea I enjoyed exploring more of the ship and attended their afternoon tea service where I wore this fun nautical look with a striped maxi skirt and a red off the shoulder top. By 6pm we had arrived in Victoria British Columbia, our last stop before we headed back to Seattle. We had great weather and since we arrived on the longest day of the year we had sunshine until around 9:15 at night. I wore a long sleeved shirt and this cute vest with jeans and boots for my trip to the amazing Butchart gardens. I found I didn't even need my hat by the time we arrived at the gardens and enjoyed viewing the quintessential English rose gardens. 

Shop the Look

The Emma Jean and Dreamer's Cove Tank paired with this cute cardigan are perfect for an evening of exploring!

https://resoluteboutique.com/collections/bottoms/products/emma-token

https://resoluteboutique.com/collections/tops/products/dreamers-cove-tank

https://resoluteboutique.com/collections/sweaters-hoodies/products/fuzzy-knit-cardigan 

    

Day 8: Arrival in Seattle and disembarkation 

On our arrival back in Seattle we had another warm sunny day and a t-shirt and capris were perfect for getting off the ship and back to the airport that morning.We had great weather but I'm still glad I brought my raincoat and umbrella. Also, check out the list of my essential items below to make sure you don't forget anything important for your trip!

Essentials

Binoculars

Camera/phone

Umbrella

Backpack

Walking Shoes

Rain Jacket

Swimsuit

Sandals

Sunglasses

Motion Sickness Pills