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In this special X-Mas/New Years issue, first of all I would like to take the time to thank the whole team that works for the magazine, this wonderful team of professionals that are demonstrating their commitment and positive attitude towards this project that started as an adventure, but that day by day is getting closer to becoming a unique product in the world of press. 2beMAG the RAW Talents Magazine, the first virtual interactive magazine in the world, a product of our own team of Raw Talents that also want their personal work to be exhibited and enjoyed by our readers. I would also like to thank all the companies, brands, designers, photographers and friends that keep on supporting us and believing in our thoughts, ideas and actions. And finally we would like to whish all our readers and admirers, a beautiful and peaceful X-Mas, and hopefully the New Year will let you full fill all your hopes and dreams.

Muse Svetlana Dinikaeva Agency Number 7 MM Photography Jose Grimm Location Barcelona

Enjoy issue number 8!

Be with us 2beMag Staff e-mail:

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STAFF Editor in Chief JOSE GRIMM

General Coordinator ROMAN AUSTIN

Art Director DANI MELO

Fashion Writer EMMA WIKSTRĂ–M




Net Working DR. WATSON

Software Developer POL ESCARPENTER

Social Networks PAU PIA


/ Leula Production Company /

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François Berthier editorial. VISION OF VIRGINITY editorial. IN THE WOODS

Lara Ferri & Luca Nocera

Julia C. Vona editorial. CHERÌE editorial. AS SHE WANDER...

Marcela Patiño

Hugo Salazar editorial. THOSE CRHOMATIC DAYS editorial. FELINE ROOFTOOPS

Martin Page editorial. SWEET COLORED GIRL

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if you want to see the BIOS of our contributors, visit the interactive version of 2beMAG. click here



thank you


2bemag’s editorial








discovering Raw Talents


fashion News




new faces


talents fan club




video art




gadget world




consolidated talents




emerging raw talents







Raw Raw Talents Talents Issue Issue XX 07

Discovering Raw Talents


Was born in Chorlton, Manchester. He grew up and studied there until the age of 17, when was offered a place on the Fashion Design degree course at Central St Martins College, London.

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His first job following graduation was a freelance design project with Marni. Matthew was then employed by British fashion company, Monsoon and Accessorize. The luxury fashion house, Matthew Williamson, was founded in February 1997 by designer, Matthew Williamson and CEO, Joseph Velosa. In September 1997 Matthew Williamson showed his infamous debut collection, ‘Electric Angels’, during London Fashion Week. Bias cut dresses and separates in exotic shades of tangerine, fuchsia and magenta were worn by models Kate Moss, Helena Christensen and Jade Jagger. This unique collection of bright, intricately detailed pieces defined and set the pace for the highly recognisable Matthew Williamson signature aesthetic. Following this initial show, Matthew Williamson’s collections have continued to gather momentum, cementing his reputation as an internationally renowned designer and one of the UK’s leading designer talents. In February 2002, Matthew showed for the first time during New York Fashion Week expanding opportunities within the press and attracting a wider audience commercially. The award-winning Matthew Williamson flagship store first opened at 28 Bruton Street, Mayfair, London in March 2004. In 2005 Matthew Williamson took over as Creative Director at LVMH owned Italian house, Emilio Pucci, whilst continuing at the design helm of his namesake company. In September 2008 Matthew Williamson returned to London full time in order to focus fully on his own label’s forthcoming ventures and expansion.

In August 2007 TSM Capital acquired an equity stake in Matthew Williamson Holdings Ltd. Baugur Group, which invested in the company in 2006, maintains a significant equity interest in the business. TSM Capital made the investment in collaboration with the Aronsson Group. Combined, Matthew Williamson and Joseph Velosa, the company’s founders, retain the majority stake in the company. In September 2007 Matthew Williamson was invited to celebrate the label’s 10th year anniversary by returning to London fashion week for an anniversary show which included an exclusive performance by legendary artist, Prince. An exhibition dedicated to his retrospective titled, “Matthew Williamson – 10 Years in Fashion” was also held at the Design Museum, London. In September 2009, Matthew Williamson was invited by the British Fashion Council to return to celebrate London Fashion Weeks 25th anniversary. The luxury fashion house now produces 4 women’s wear collections annually and currently has a customer portfolio which includes 170 prestigious wholesale accounts around the world and also has an award-winning flagship store on Bruton Street, London. In 2009, Matthew Williamson opened its first US flagship store in New York, accompanied by a further stand alone retail store in the Dubai Mall, Dubai. This was closely followed by the launch of online stores for the UK, Europe and US.

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MATTHEW WILLIAMSON spring/summer 2011

World Fashion News WHAT IS Fashionfreax is a Fashion Community, a place where everybody stops by for one reason, the love of fashion. The Company was founded, back in 2007, by the German Theilmann twins and never stopped growing since. Now, Fashionfreax has a team of 10 people who are located in different cities all over Europe such as Berlin, London, Paris, Barcelona, and Amsterdam. The actual idea behind the community is simply to bring all the actors of the world of fashion closer. Designers can have their special profiles and receive a direct feedback from fashion lovers, trendsetters and other professionals. Bloggers can add a blog to the blog network and therewith generate more traffic and gain new followers. Last but not least, the Fashionfreax members show the latest Street Styles of their cities and share them, vote and comment on looks from other Each look has its different story and Fashionfreax thinks that they should all be heard, because your style rules!

FFX BLOGS Apart from the community, which exists in five languages, Fashionfreax has their own blogs in order to keep the followers always informed and up to date in the world of fashion. The blogs are maintained in four different languages and the various categories are the following: Designfreax (Designs and distinctive creations). - The Fashion Quote of the Day (Famous quotes by leading fashion icons are posted every week). Fashionfacts (Fashionfreax informs you about the things that happen behind the scenes and the truth about the different brands and Designers).

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The Blog of the Week (Every Saturday a blog is presented to the followers of the community). The Look of the Week (During the week, the Fashionfreax members upload their best outfits and people vote, comment and become fans of different looks. The image with the highest score becomes the Look of the Week and the person behind the image the face of the community during one week, being the profile picture on the Fashionfreax Facebook fan site.)

THE DIFFERENT TOOLS Designer Profiles: The designer profiles allow professionals to show their work to the community. As a designer, you can upload your collections and get in contact with your fans. All the contacts are featured, from Facebook, Twitter, to your salesperson. The most interesting part of the profile should be the possibility to link all the garments to the online-store, in order to sell right away and make it more than easy for the viewers to purchase the desired product. Blog Network: The blog network enables Bloggers to add their blog to the Community and generate more traffic and acquire new followers. The Blogger profile gets updated via RSS Feed, so not even one post will be lost in the shuffle. User profiles: User profiles is the place for fashion lovers to share their looks, inspirations and favourite outfits. You can upload your favourite

looks and receive feedback from other members of the community, make friends from all over the world that share at least one passion with you fashion. Events: The Event tool allows you to create an event, that is connected to fashion, and promoted on the Community. You will also be able to find the schedule of all the important Fashion Events that are taking place in our area. From Fashion Weeks to Showroom events, on Fashionfreax you can find all the information on one spot. Competitions: The Contest Tool helps you to organize an online contest and guarantee a fashion focused audience. The contest can be held by everybody that has an account and in several languages. The contests are also covered on the Fashionfreax blogs and the different online presences.

WHO IS BEHIND FASHION FREAX? Johannes (CEO) and Ulrich Theilmann founded the Fashionfreax GmbH in 2007. Since its foundation, the young team has been growing constantly, being located in cities all over the world. Max Adam joined the team in 2008, first taking pictures at different fashion events and then all over Barcelona. Nowadays he is the Community Manager of Fashionfreax and in the upcoming issues, you will find out a bit more about his work at the community, his way of viewing things and his life in general. Raw Talents Issue 13

World Fashion News PIRELLI 2011 BY KARL LAGERFELD On November 30 in Moscow, was presented the world premiere of the Pirelli Calendar 2011. This year, by the hand of Karl Lagerfeld, under the title MYTHOLOGY, the calendar consists of 36 photographs all in black and white, were are represented gods, heroes and myths. “Actresses and models embody the new heroes and represent a new idea of beauty,” said Karl Lagerfeld. In the calendar appear 15 female models , 5 male models and the American actress Julianne Moore.

JOHN GALLIANO XMAS DECORATION FOR THE HOTEL CLARITGE’S John Galliano has designed one more year the amazing christmas tree at the lobby of the luxurious Hotel Claritge in London. Creative Director of Christian Dior was inspired by the sea and created a structure where they appear fish, coral and marine animals.

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IPAD DIOR CASE For Those of You Who Have Already one, Dior Homme present an iPod case that’ll make your iPad Truly exclusive look. It’s a unique item selling for $ 895.. Releasing as part of Their Spring 2011 Collection. The case comes in book format and will Be available in two material options - black tie leather or classic coated canvas. One side of the case is a notepad, the Other One Holds The iPad. It Will Be available at Dior Homme stockists from December 2010

VOGUE CALENDAR 2011 Model Daria Werbowy poses nude for Vogue Paris 2011 Calendar. The images were created by Mikael Jansson and jewelry belongs to Louis Vuitton.

makeup para estas fiestas The beautiful minaudière Dior clutch is enhanced with the emblematic Maison Dior codes .El famous plea pied-de-poule of black and white pictures, has become one of the most elegant icons. Inside, it contains the necessary makeup to wear dazzling lips and eyes in two harmony colors: Grey Gold and Pink Gold. Raw Talents Issue 15


Lara Ferri & Luca Nocera

photography by

Stylist Beatrice Pizzi & Giulia Urbinati Make Up & Hair Claudio Furini Muse Anastasia Pavolova Press Office Daniele Pelliccia

Black sequinned singlet JUST WOMAN / flared skirt in layers with stiff tulle with silken maxi-ribbon MARIA LAURA PECCHIOLI ATELIER for BIBLIQUE Specials / tulle laceedged and fringed sash wore as turban ACCESSORIZE straw, tulle and lurex handmade hat MARIA LAURA PECCHIOLI ATELIER for BIBLIQUE Specials / jais and silver necklace italian vintage manufacture / black stoned bangle H&M Accessories

Ivory sleeveless vest in muslin de soie embroidered by hand earlier 20th century italian manufacture / strapless embroidered singlet with puff-line MARIA LAURA PECCHIOLI ATELIER for BIBLIQUE Specials / long skirt in crèpe de Chine with double pleating vintage french tailoring / needle-lace beret earlier XXth century italian manufacture / customized with hand-made silken roses BIBLIQUE ‘HairDressing’

Ivory sleeveless vest in muslin de soie embroidered by hand earlier 20th century italian manufacture / strapless embroidered singlet with puff-line MARIA LAURA PECCHIOLI ATELIER for BIBLIQUE Specials / long skirt in crèpe de Chine with double pleating vintage french tailoring / needle-lace beret earlier XXth century italian manufacture / customized with hand-made silken roses BIBLIQUE ‘HairDressing’

Flesh-coloured cotton dress embroidered with black lace and glass beads BIBLIQUE / black mini-skirt in dotted georgette with puff-sleeves BIBLIQUE / underneath green silken dress with flounces of fringes / BIBLIQUE

Ivory satin mini-salopette with mauve watered borders BIBLÏQUE / Underwear reversible polka-dot 50’s cut bikini BIBLIQUE / Specials

Flesh-coloured lace mini-dress doubled in ivory popeline with fringes and handembroidered maxi-logo BIBLIQUE / white dotted black t-shirt ZARA Basic / lace ‘service cap’ with white silken camelia BIBLIQUE HairDressing / long ivory kid gloves earlier XXth century italian manufacture / black support stockings YAMAMAY

Knitted grey dress with pink nylon-jersey flounces MARIA LAURA PECCHIOLI ATELIER for BIBLIQUE Specials / grey lycra doubled hat with pink hand-made roses, MARIA LAURA PECCHIOLI ATELIER for BIBLIQUE Specials / long silver chain with floral embossed pensils as charms XIXth century anonimous manufacture

Grey and pink lace-edged silken babydoll BIBLIQUE / Underwear underneath: white nightdress with black polka-dots AVON COSMETICS / Clothing: crÊpe georgette polka-dot scarf used as ribbon on a shoulder vintage anonimous italian manufacture / gold-plated eardrops with fucsia and blue enamelled marquetries 1930’s original english manufacture

Ivory lace-edged deshabillé in pleated nylon-jersey Nylon DUPONT Tricot (vintage) / tailor-made needle-lace bed-jacket early 20th century italian tailoring / earrings with little ‘putto’ and pearl drops and silver filigree cameo vintage italian manufacture

Grey and pink lace-edged silken babydoll BIBLIQUE / Underwear underneath: white nightdress with black polka-dots AVON COSMETICS / Clothing: crÊpe georgette polka-dot scarf used as ribbon on a shoulder vintage anonimous italian manufacture / gold-plated eardrops with fucsia and blue enamelled marquetries 1930’s original english manufacture

New Faces

ANNA RUDENKO hobbies hip-hop & swimming How he was scouted on her way to university Nationality : Ukrainian Date of birth : 30/09/1988 Age : 19 Measurements : 81-57-89 Height: 175 cm PREMIER model management /

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MAJA KRAG hobbies : Athletics, hanging out with her friends Nationality : Danish Age : 15 Measurements : 82-63-89 Height 175 cm SCOOP MODELS /

Raw Raw Talents Talents Issue Issue XX 33

Talents Fan Club

Heidi Mount (née Whitworth) is an American fashion model. She has walked the runways of internationally acclaimed fashion houses like Michael Kors, Bottega& Veneta, Sonia Rykiel, Versace, and Valentino. She has appeared in campaigns for Chanel, Prada, and Bally. Mount was born Heidi Whitworth in Salt Lake City, USA, on April 6, 1987. Mount was discovered at age 12 at a concert with her mother and her sister. Mount began her modeling career in 2003, signing with Ford Models. Her debut on the international scene was in Yohji Yamamoto’s Spring 2004 collection. Her career jumpstarted from there, posing for campaigns like Frankie Morello and Armani Jeans. In 2007, she got married and took a break from modelling. Mount returned to the modeling world in September 2007, signing with IMG Models, and returning to runways for the Spring 2008 season, walking for designers like Shiatzy Chen, Alexander

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McQueen and Stella McCartney. A year later, she replaced Claudia Schiffer as the face of Chanel for Spring 2009, as well as opening and closing its fashion show. She also embraced the Spring 2009 campaigns for Alexander McQueen, ckOne, and Gap. In an interview with the New York Times, Mount said the inspiration for her career was Christie Brinkley. At Naomi Campbell’s Fashion For Relief runway show for The White Ribbon Alliance to raise funds for mothers in Haiti, she modeled a Tracey Reese dress that sold for 150 dollars. She has appeared in campaigns for Chanel, Alexander McQueen, GAP, Bally, Armani, Calvin Klein, Dolce & Gabbana, Etro, Barneys, MaxMara, H&M, Hazzys, and Moschino. She has appeared in editorials for Italian Marie Claire, W Magazine, Harper’s Bazaar, V Magazine, Vanity Fair, Numéro, I-D Magazine, and Russian, Chinese, German, Italian, and Japanese Vogue. Mount appears in the 2011 Pirelli Calendar photographed by Karl Lagerfeld.

Born April 6, 1987 Height 177cm Blue Eyes Size 34 Measurements 86/61/86

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Talents Fan Club

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Born December 20, 1983 Height 178cm Brown Eyes Size 34/36 Measurements 86/61/89

Lara Stone was first approached by an agent in the Paris Metro, at age 13. Stone entered the Elite Model Look contest in 1999, as a 15-year-old. Although she didn’t win, she impressed Elite executives and was signed to the Elite Modeling Agency. After years of working as a struggling model, her career took a positive turn when she was signed by IMG in 2006. Soon after, she opened the Givenchy haute couture show in Paris. She has walked shows: for Shiatzy Chen, Louis Vuitton, Chanel, Lanvin, Miu Miu, Fendi, MaxMara, Pollini, Prada, Anna Sui, Marc Jacobs, Michael Kors, Stella McCartney, Zac Posen, Balmain, Celine, Hermès, Jean Paul Gaultier, Dolce & Gabbana, D&G, Givenchy, Karl Lagerfeld, Missoni, Emanuel Ungaro, and Victoria’s Secret. Stone has opened shows for Giles Deacon, Isabel Marant, Christopher Kane, Fendi, and MaxMara, and closed for Diesel, Marc Jacobs, Stella McCartney, and Balmain. She has also been a prestigious “semi-exclusive” for Prada, meaning she could not walk any other shows

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during New York fashion week or any shows in Milan before the Prada show. Her campaigns: Calvin Klein Make-Up, Calvin Klein Jeans, H&M, Jean Paul Gaultier, Time, DKNY Jeans, Nicole Farhi, Belstaff, CK Calvin Klein, Hugo Boss Orange, De’ Type, Revlon, TSUM, Just Cavalli, Max Mara, Malizia by La Perla, Sisley[disambiguation needed], Jil Sander, Versace, Giorgio Armani, Louis Vitton, Prada,, Eres, Dsquared, and Givenchy (for 5 consecutive seasons). Her covers include international versions of French, Italian, British, Japanese, and American Vogue, Elle, The Journal, V magazine, i-D, and W alongside Kate Moss and Daria Werbowy. She has appeared in editorials for Italian, French, British, American, Chinese, Japanese, and Men’s International Vogue, Interview, W, Harpers Bazaar, V, and i-D.

Stone is featured in the 2011 Pirelli Calendar photographed by Karl Lagerfeld.

Raw Talents Issue XX


photography by

Pino Leone

Stylist Simona Sanfedele Make Up & Hair Daniela Paolucci Muse Virginia @ Euphoriastyle Agency XX 2beMag

Necklace La Perla Black Fur Wristbands La Perla Ankle Boots H&M

Raw Raw Talents Talents Issue Issue XX 43

Bolero La Perla Boots Max Bianco

Petticoat La Perla

Corset La Perla Black Fur Wristbands La Perla Boots Max Bianco

Pettitcoat La Perla

Necklace La Perla Panties La Perla

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Pettitcoat La Perla

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Petitcoat La Perla

Black Fur Wristbands La Perla Necklace La Perla

Video Art

Pictures of Fernando Juarez for Videokills

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Invisible City Symphonies Festival We understand the cities through the experiences that we have in them. The arcitecture, the people, the streets… they take form according to how you observe them. Under these circumstances “Invisible City Symphonies” was born, a festival based on the exhibition of personal views of different cities in the form of video-art. The project, organized by the platform VideoKills by various artists from Berlin, has toured cities such as New York, Berlin, Barcelona and the next month it will take place in Paris. Every meeting brings together the work of various artists that present pieces of video-art of different styles that reflect the current, historical, future or unreal happenings in the cities. All the videos are silent even though the event is constantly accompanied by sounds of for e.g. classical music, electronic music, jazz, metal experimental sounds or dialogues. The pieces are original, designed and played live by other artists, recreating the time of silent films when the movies had an original soundtrack that accompanied the stories. In every city, “Invisible City Symphonies” have presented projects of international artists that also realized similar personal projects. The combination shows the limits of space and urbanity and how it blurs out the lines between the visual and audio perception. The featured piece is called “The City That Made My Feature” of Lee Hunter with music by Leo Betteneli, a personal vision of a future city that mixes diverse images from different origins. WATCH THE CITY THAT MADE MY FEAUTRE IN FULLSCREEN ON NEXT PAGE >

by Lorena Vilela

Raw Talents Issue 57


Stylist Jasmina Bassolas Make Up & Hair Marina Ramirez Muse Ashley @ Number 7 MM 60 2beMag

Shirt El Colmillo de Morsa High Panties H&M Shoes H&M

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Blouse Les Mains Shorts El Colmillo de Morsa Belt La Petite Parade Shoes Deux Soliers

Bra H&M Pants El Colmillo de Morsa Shoes Deux Soliers

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Raw Talents Issue XX

Blouse Etienne Jeanson

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Raw Talents Issue 71

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Shirt El Colmillo de Morsa Pants Estefania BorrĂ s Shoes H&M

Gadget World POLAROID COMING BACK The three models that are being brought back to life are the original SX-70, the Rainbow OneStep, and the Sun 660 Sonar. They span three decades of Polaroid development between 1972 and 1990, and each has been hand-inspected and retooled to work like new again. And these aren’t just any Polaroids. The SX-70 was the first to use the company’s color instant film, the first to let you watch your film develop before your very eyes. The OneStep came into being during the days of disco—the rainbow stripe is a dead giveaway—while the Sun 660 was produced well into the 90s and features sonar focusing.

PLANTRONIC VOYAGER If you’re a headset devotee, you’ll know that they don’t always stay put on your ear. The Plantronics Voyager Pro UC packs capacitive sensors so it knows when you’re wearing it—and when to direct calls to itself.

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NES COFFEE TABLE There have been NES coffee tables constructed in the past, and there will be NES coffee tables constructed again in the future. For now, however, this playable NES coffee table is the sexiest yet.

MUSIC BALLOON Music Balloons are portable and rechargeable USB speakers. They serve double duty as cute accessories and deceptively powerful speakers. Each speaker comes with a 3.5mm audio plug, lasts up to 4 hours, and recharge on your computer. Animate your bike rides, picnics, and pool lounging with a Music Balloon in pink, red, or black.

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Assistant Photographers Marc Esteller & Miguel Gijarro Stylist A.Neta Make Up & Hair Junior Queir贸s Muse Alba Calve @ Bio Adrienn @ 80 2beMag

photography by

Fur Jacket Chanel Lingerie Intimissimi

Hugo Salazar

Feline Dress H&M Bracelet Sandro Shoes Sandro

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Lingerie Intimissimi Necklace All Saints Leather Jacket Balmain Bracelet Bimba y Lola Leather Jacket Balmain

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Lingerie Calzedonia Dress Vintage Bracelet Bimba y Lola

Dress Top Shop Boots Gyanvito Rossi Bracelet Mango

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Leather Dress Vintage Lingerie Calzedonia Shoes Gyanvito Rossi

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Jumpsuit Top Shop Boots Cos Bracelet Mango

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Jacket Intimissimi Necklace All Saints Leather Pants Balmain

Consolidate Raw Consolidated Talents Talents

The designer Elie Saab (40y.o) became world famous in 2002 when Halle Berry, who received the Oscar for best actress, appeared wearing a beautiful burgundy.dress made of tulle and organza. From that moment, the Lebanese couturier shop has not stopped receiving applications from actresses, singers and celebrities from around the world. About two hundred people including fashion designers and operators strive to do the more than a thousand orders that it receives every year. “Yes, I have the luck and honor to have the confidence of many women who want me to dress them up at major events and festivals,� says Elie. Admirer of the famous couturier Valentino, Elie Saab was the first non-Italian designer invited to present his haute couture collection in the High Fashion Week in Rome in 1997 and since then every season parade in Paris, Rome and Milan.

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Sewing, fashion and design are his passion, is self taught. As a child, Saab, son of a lumber merchant of Beirut, he dreamed of making beautiful clothes, and were his mother and sisters who had the privilege to wear his creations. Obvioulsy, first done with sheets of newspaper. “Design is what I like most, it’s no sacrifice,” says Elie. At 18 and at the height of the civil war in Beirut, which lasted 15 years, Saab introduced his first collection of clothing, opened its first store and opened a small workshop where he made wedding dresses, one of his great wekness .The press in Beirut has characterized Saab as a precocious genius. “When I started there was nothing in the Lebanese fashion or in the Arab world. Now, many young people are eager to jump into the world of fashion. In my country there is much talent, “says Saab. The key to success is to “conquer the everyday beauty and renew it. What really matters is the mystery woman, not the obvious clothes. I like the subtlety, “said Saab, who is married to Claudine, his right hand in the workshop.

Exquisite fabrics, lightweight fabrics, semi-precious stones and dreamly embroidered are some of the materials used in his designs of haute couture and cocktails. “Haute couture is a meticulous and laborious craft,. Each dress takes us many hours of work, embroidery made stitch by stitch, is a real work of art. Never count the hours spent on each creation. The most important thing is the result, “says the designer with some shyness. Most of his costumes surround us by the magic of the Arabian Nights. Constantly working to highlight the beauty of women , he floods the walkways with glamorous with silk, chiffon and embroidered multicolored, always following very closely the female body. “I think women now have a similar taste. Earlier, Arab women had a particular taste, not now “, says Saab.

Raw Talents Issue 95

Consolidate Raw Consolidated Talents Talents

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Raw Talents Issue 97


Stylist Kahdy Tamadinda Make Up & Hair Cynthia-Cristina Cee Muse Melina Querel @

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photography by

Julia C. Vona

Raw Talents Issue 99

Dress One Teaspoon

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Dress Marie Saint-Pierre

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Top Red Valentino Lingerie Hanro HeadPiece Stylist’s own

Top Helmer Skirt Brian Reyes

Raw Talents Issue 109

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Dress Gianfranco FerrĂŠ

Raw Talents Issue 111

Dress Gianfranco FerrĂŠ Bracelet Only Accesories

Top Marc Jacobs Skirt Helmer

Emerging Raw Talents The whole work program set by Siviglia is based on innovation. Innovation understood in a deep and global way and oriented to a search of a mix of more effective factors compared to market standards. Obviously the heart of innovation is in the product: and is expressed in fabrics that assure performance, in the manufacture and in the finishing details. We also have specific novelties such as the “qr-code” which is present in all products of the a.i. 2010 collection. It is a new digital code placed on the tickets which allows access to the Siviglia site through mobile phone. At the site there can be specific temporary initiatives reserved to the end customer. Siviglia’s headquarters are in Marotta, a town overlooking the Adriatic Sea in the province of Pesaro and Urbino. Siviglia has created its business by focusing on find a specific identity and coherence. At the same time it has found a way to true freedom of expression and to open up dialog with others. At the base of Siviglia’s development is the creation of a world of reference that can be recognized by the business universe and consumers through the messages and actions of the brand. The contents of this “Siviglia universe” come from the product’s style, the simultaneous presence of men’s wear, women’s wear, children and infants wear collections, its business coherence, the initiatives it develop to support the brand and the accurate selection of the environments where Siviglia has chosen to perform its actions. The style is never trivial, it helps face life with a smile and can be seductive in a sophisticated way, both in the women’s wear collection and the men’s wear. Children and infant wear are able to convey the origins of the brand with values and symbols that are both deep and enthralling. Our products are made following rigorous standards of quality. The company constantly develops all the research needed to use, as much as possible exclusive materials, techniques and technologies so as manufacture a unique product. Control over the whole

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production line based on the industrial experience of One Way, the company that generated the Siviglia brand and that has the capacity to guarantee for the industrial processes. Siviglia presents its collection of man, woman, children and infant wear. Siviglia in fact has customers starting from the tender age of three months old. The stylistic and commercial links between the collections are radical and never trivial. Their development increasingly interprets the articulations present in commercial markets and transforms the restrictions and the differentiated characteristics of distribution into success factors. An example of the strength of this system comes, specifically, from the choice of managing directly within the company the collections directed to the youngest customers. This choice helps prevent dispersions and enhances the idea of brand uniformity and coherence. The collections express a global style which is suitable to any market today. Communications that are placed in the international fashion campaigns can therefore be understood in any country and can generate involvement and success. Some of the most famous photographers such as Mert & Marcus and David Sims have contributed to the advertising campaign, as well as some of the most important stylists such as Katie Grand and Joe McKenna. The advertising campaigns and the brand idea are rigorously fashion oriented. This language, in its elevated version, means the search for contemporary meanings in everything. But at the same time, Siviglia pays attention to how people dress in everyday life, and therefore, the collections can really be worn. Finally, the strategic planning of advertising gives concrete expression to the role of image. This is guaranteed by fashion magazines where the Siviglia pages are always present, its positioning among the big companies in the fashion system, which all confirm the quality of the project developed by Siviglia. Siviglia, the brand created in 2006 by One Way to position its idea of fashion on the market, has communicated also through its participation to the most important trade show dedicated to man’s fashions: Pitti Immagine in Florence. The distinctive feature of this period was the rapid commercial development together with the enhancement of the role of the brand on the market, which were surely founded on the strategic integration of the “total’ look of the three lines of men’s women’s and children’s wear.

Raw Talents Issue 117

photography by

Martin Page

Stylist Geraldine Leloutre & Martin Page Make Up & Hair Geraldine Leloutre Muse Lara Lopez 118 2beMag

Leafs Hat Silvia Calles’ Closet Checkerboard Brown Jacket Silvia Calles’ Closet Girl Face Graphic Shirt Silvia Calles’ Closet

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Raw Talents Issue 121

Red Skirt Silvia Calles’ Closet Blouse Lucetemás

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Orange Dress with lace Silvia Calles’ Closet

Raw Talents Issue XX

White Dress with Lace and Flowers Lucetemรกs

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Raw Talents Issue XX


Chiffon Blouse with velvet in sleeves and feathers Etienne Jeanson Black emboridered Bracelets Christian Lacroix Haute Couture

Stylist Etienne Jeanson & Aurore Donguy Make Up Angélique Bucci Hair Elsa Joli Production & Digital BlindStudio® Agent Gregory Le Pecheur Muse Lily Di Santolo

Chiffon Blouse with velvet in sleeves and feathers Etienne Jeanson Black emboridered Bracelets Christian Lacroix Haute Couture Leather Boots Vintage

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Raw Talents Issue 133

Leather Pants Etienne Jeanson

Leather Pants & Jacket Etienne Jeanson Military Epaulette Vintage Bracelet H&M

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Union Jack Flag Vintage

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Tricolor Sash Vintage Leather Strap H&M Vintage Leather Aviator Hat Vintage

Leather Leggins Vintage Tricolor Wooden Shield Vintage Tricolor Sash Vintage Leather Strap H&M Vintage

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Raw Talents Magazine issue 08

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