Raul Osorio: Life After Project Runway
MAKEUP BAG MUSTS
NEW YORK & LOS ANGELES
We e kS
A CLASS For EVERYONE MAKEUP 101
To be a part of something so influential and inspiring is amazing. I loved every minute of both fashion weeks.
BRING YOUR OWN MAKEUP
E D I TO R I A L B R I DA L INTrO
HD & SFPX
BEAUTY & SKIN CARE VINTAGE & RED CARPET FANTASY
MAKEUP ANNEX MakeupAnnex.com
Model: Hina Khan EDITOR IN CHIEF Julie Swenson JulieSwensonBeauty@gmail.com LAYOUT Carly Van Veldhuizen Carly@GirlFridayMn.com
Images: Russell Heeter
vBEHIND THE BOUTIQUES MINNESOTA’S FAVORITE INDEPENDENT SPOTS TO SHOP
YOUR CONCEPT—CLOTHING UNDER $100 HAS BEEN A SMASHING SUCCESS. WHY DO YOU THINK THAT IS?
When the recession hit, many women (ourselves included) had to give up designer clothing. We felt that there was a great opportunity to offer high fashion styles, a boutique setting, and great customer service for the woman on a budget. We often say we created Primp for women like us—fashion obsessed and broke. We've been blown away by how many fashionistas out there were in the same boat we were!
HOW HAS SOCIAL MEDIA INFLUENCED YOUR BUSINESS?
We post new items to Facebook every day and it always gets our fans excited about what's in the store. We love being able to interact with our customers on Facebook and Twitter and see how and where they are wearing Primp.
WHICH FASHION WEEK WOULD YOU RATHER ATTEND: NEW YORK, LOS ANGELES, PARIS OR MILAN ?
We'd never turn turn down an opportunity to go to see fashion week anywhere! We're so thrilled to be headed to New York Fashion Week this February . There is something about fashion week in New York that has forever been a dream of ours to see in person. PRIMP | PRIMPYOURSELF.COM ST. LOIUS PARK (651.414.0091) ST.PAUL (651.303.3791)
PRIMP esley W & e l Miche
Images: HM Photography Hair: Julie Swenson Makeup: Alice Berman
WHAT'S YOUR OWN PERSONAL FASHION STAPLE ITEM?
My grandpa style cardigan! I wear it over everything and always have it with me when I travel. Fall is my favorite fashion season, bring on the sweaters!
WHAT STAPLE ITEM SHOULD EVERY WOMAN HAVE IN HER CLOSET?
A great pair of skinny jeans is a necessity! I find crop length to be the most versatile. They can be worn through all seasons, in the summer with a great pair of wedge sandals or flip flops, in the fall with booties or sneakers, in the winter they fit comfortably tucked into knee high boots, and for spring you can’t go wrong with a cute pair of flats or tuck them into a colorful pair of wellies on those rainy days! And if you get a good solid dark wash, you can dress them up or down easily. ROE WOLFE | ROE WOLFE.COM MENDOTA HEIGHTS (651.330.4434)
YOUR CONCEPT IS MERGING BEAUTY AND FASHION, HOW DID YOU COME UP WITH IT?
After working as a makeup artist in the fashion industry for over 7 years, it was time to join the two together! There aren’t many places in the cities that you can find veteran makeup artists in a clothing boutique setting. We offer two m a ke - up li ne s c u r r en tl y, Youngblood Mineral Cosmetics and BECCA. Our goal is to offer high-end, quality clothing at a great price, with an intimate, personalized shopping experience.
ROE WOLFE Images: Amy Gee Photography Hair + Makeup: Ashley Kilcher
WHY DID YOU CHOOSE TO CARRY PREMIUM DENIM?
When I started the store in 2006, Premium Denim was at the height of popularity. I get so much gratification helping women find the right fit for their bodies. There is no better feeling as a woman than slipping on the perfect pair of jeans that makes you feel sexier, confident, and most importantlySKINNY!
LOW OR HIGH RISE?
Depends on body type. The standard rise for premium denim is 7 3/4 inches. That is perfect for me I like how pockets sit low on your butt, makes it look so good. A higher rise is great and it's pretty fashion forward and contrary to what people think, looks best on really skinny gals. The pockets sit higher so it makes your bum look bigger and more curvy. A mid rise is a perfect in-between and we always have them in stock.
COVERED Q A Q A
DO YOU THINK 'PINNING' WITH SAFETY PINS (CIRCA 1987) WILL EVER BE BACK IN STYLE? Pinning and rolling will NEVER come back in style. It was a bad fashion moment to be retired forever.
IF YOU COULD BE FAMOUS FOR SOMETHING ELSEâ€”WHAT WOULD YOU DO?
I don't know. I can't imagine doing anything other than this. I guess if I had the talent I would be a designer or head up a major fashion house.
DO YOU HAVE A BUISNESS MANTRA?
Treat customers with the utmost respect. Go above and beyond to deliver excellent service along with the best products. Hire people better than you in certain areas, recognize you will not excel at every part of the job. Let go of the power and let the people you hired do what they do best and everyone wins. You as the owner are not overworked, your employees feel empowered, and the customers get the best expertise in the business. COVERED | OWNER: STACY | SHOPCOVERED.COM MINNEAPOLIS (612.825.1610)
Image: Erin Smith Photography Hair + Makeup: Priscilla Bruce
(on the right) HOW WOULD YOU DESCRIBE THE WOMAN WHO SHOPS AT YOUR BOUTIQUE? Tamara Says: This woman always wants to look put together. She wants modern pieces that are fashionable, comfortable and fit well.
Sherri Says: A contemporary woman who enjoys comfortable and unique, upscale clothing.
LADY JANE Images: Russell Heeter Photography Hair for Tamara: Angie Hashemi-Rad Hair for Sheri: Stephanie Bower Makeup: Gillian Trulen, Michelle Glass
Q A Q A
YOU'RE LOCATED IN SANCTUARY SALONSPA. HOW DO THE TWO CONCEPTS WORK TOGETHER FOR YOU? Sheri Says: We are in the fashion business and are able to provide our guests with options from hairstyles, makeup and clothing to update her look and help her to feel great when she walks out of our doors.
TELL US ABOUT SOME OF THE DESIGNERS YOU ARE CURRENTLY CARRYING. WHAT DO YOU LIKE ABOUT THEM?
Tamara Says: We look to find designers who cover categories such as cashmere and high quality cottons our current go to is Minnie Rose. Silk prints by Tolani are great stand alone pieces in dresses and tops. Velvet provides great basic and novelty pieces and we focus on the higher end luxury fabrics. Each season we look for new designer to freshen up the mix with the same dedication to solid garment construction and fashion forward silhouettes. This season we are picking up such lines as Ella Moss, Splendid, Jon and Jen to name a few. LADY JANE | BOUTIQUELADYJANE.COM | SANCTUARYSPA.COM TONKA BAY (952.474.4412) | MINNEAPOLIS (612.333.0300) EDEN PRAIRIE (952.949.1313) | EDEN PRAIRIE--PRAIRIE VILLAGE (952.253.4500)
Q A Q A
YOU'VE BEEN IN BUSINESS FOR NEARLY 7 YEARS. WHAT'S YOUR SECRET TO SUCCESS? Listening to and honoring the customer requests has been beneficial to the success of Stella Boutique.
WHAT DO YOU LIKE ABOUT WORKING WITH YOUR FAMILY?
I enjoy working with my mother, Cheri, and my sister, Kirsta because we all share a common interest in clothing and fashion. We each have individual styles, so buying a variety of styles ensure that we offer something that suits every woman's taste.
WHAT DO YOU LIKE BEST ABOUT BEING LOCATED IN STILLWATER, MN?
I love being in Stillwater because I was born and raised here. It is an amazingly beautiful town that brings visitors from near and far. I really enjoy meeting new people on a daily basis.
STELLA | STELLASTILLWATER.COM STILLWATER (651.439.7935 )
STELLA Images: Rhea Pappas Hair: Julie Swenson | Makeup: Jody Olson
Q A Q A
WHY DID YOU CHOOSE A EUROPEAN STYLE FOR YOUR BOUTIQUE?
495 Fashion & Furniture will be movi ng towards an inte rnat i o n a l genre. We are thrilled to embrace markets that are not tapped into here in the U.S. setting us apart from other Boutiques!
HAVE YOU TRAVELED IN EUROPE? IF SO, WHERE HAVE YOU BEEN?
I have traveled to Paris, Amsterdam, Italy and Tokyo in the last year. Paris has been a love of mine and I have made many friends throughout my years of travel there. My Aunt Judy has spent many years in Italy and has purchased all of her clothes and accessories there since I am able to remember. I have always admired the way that she has dressed and carried herself. She is (in my eyes) a confident and beautiful women. She embraces, accepts and handles aging with pure and simple grace!
WHAT DO YOU LIKE BEST ABOUT WORKING BESIDE YOUR DAUGHTER, KELISSA?
Working along side my daughter brings me great joy. It makes buying so much easier when you have someone who has such a fabulous eye for fashion. Our goal is to travel together and buy from around the world. How much fun it would be for the two of us to do what we have always dreamed of â€” be together traveling the world, wearing and buying clothes! Shayne Barsness will also be partnering with us hence the name change 495 Fashion & Furniture - Shayne is opening a second location of Style Minneapolis in Cathedral Hill We are so happy to be a part of this new and exciting collaboration. 495 FASHION & FURNITURE | OWNER: JUNE FACEBOOK.COM/495FASHIONANDFURNITURE ST. PAUL (651.414.0274
495 FASHION & FUNITURE Image: Emma Freeman Photography Hair : Julie Swenson | Makeup: Lianna Colestock
Twin Cities Hair & Makeup Artist, Julie Swenson Shares Her Favorites:
10 BEST BEAUTY BETS LIPSTICK QUEEN Choose from sheer and opaque formulas. TO BUY: $20, BlowDry! Bar in Uptown EMBRYOLISSE LAIT CRÈME CONCENTRE 24 HOUR MIRACLE CREAM Fantastic Primer, Moisturizer and Makup remover. TO BUY: $28, Midwest Beauty Supply in Uptown
L’OREAL VOLUMINOUS MASCARA For va-va-voom lashes! TO BUY: $7.99, Walgreens
DR. JART+ WATER FUSE BEAUTY BALM It’s magic! A moisturizer, sunscreen, treatment serum and skin tone corrector in one. TO BUY: $32, Birchbox
OLAY REGENERIST EYE LIFTING SERUM Firms, lifts and brightens. TO BUY: $20.50, Target
STILA SMUDGE POTS Use as a gel eyeliner or a cream shadow. TO BUY: $20, Sephora
BOBBI BROWN BUFFING GRAINS Use alone to exfoliate or add into any cleanser. TO BUY: $42, Macy’s
BOBBI BROWN UNDER EYE CORRECTOR Neutralizes dark circles. TO BUY: $23, Macy’s
JOUER LIP ENHANCER Deeply moisturizing and conditioning. TO BUY: $14, Julie Swenson Beauty
BEAUTY BLENDER Re-usable blending sponge. Imparts a flawless finish. TO BUY: $19.95, Sephora
10 Finds UNDER $35
Fashion Week Editorial Shoots IMAGES BY RUSSELL HEETER
Location: Grand Central Station Photographer: Russell Heeter Hair & Makeup: Julie Swenson Dress: Joynoelle Fascinator: Bethany Lorelle Model: Patrizia Cavaliere Art Direction: Girl Friday
HAIR & MAKEUP BY JULIE SWENSON
Location: New York City Photographer: Russell Heeter Hair & Makeup: Julie Swenson Fascinator: Vintage City Classics Model: Mirela Mardjonovic Producer: Girl Friday
The 3 Most Influential
OF THE TWIN CITIES
Left to Right: Jahna Peloquin, Katie Dohman, Allison Kaplan, Photo: Rhea Pappas Apparel: JoyNoelle Hair + Make-up: Julie Swenson, Asia Marie, Marina Moua, Romeny Chan
You are a fashion and lifestyle writer. Have you ever considered writing anything else (i.e., a novel)? You know, I have always dreamed of the day I could get ahold of my technology-induced ADD and write a book! One idea I have gone back to in my head again and again would be an oral history of the Twin Cities fashion industry, dating back to the days of dressmakers at the turn of the century and into the '80s and '90s. Nothing exists on paper about this and it's a story that should be told.
WRITER BLOGGER EDITOR STYLIST
You're a huge supporter of local boutiques and designers. Why? It's the whole small business idea-why give your money to big, faceless corporations when you can give it to a real person - especially one who lives in your community? For local designers, it's like buying a piece of art, and I think of myself as a collector. Plus, there's the whole idea of specialness— being able to work with a person face to face to come up with a one-of-a-kind garment specially made for you — there's nothing like it. If you could only wear one fashion accessory the rest of your life, what would it be? My mother's vintage silver and turquoise rings she bought in South Dakota in the '70s. How do you "get in the zone" when you have a deadline to complete? Honestly, being pushed up against a deadline is when I get my best work done, and am the most efficient. But coffee helps! I've asked you before and I'll ask you again, why not move to a larger city like NYC or LA? Minneapolis is my home. I've traveled to other cities, but there's really no other city like Minneapolis. We have great art museums, architecture, great (and affordably-priced) food and drinks, strong local music, art and theater scenes, and tons of parks and lakes. We're big enough to have a lot of great things, yet small enough to have a community feel. I can't go into a restaurant or bar or art gallery without running into people I know. When you're not immersed in your work, where would we find you? When not immersed in work, I am out and about - going to art shows, rock shows, fashion shows, hanging out at my favorite bar Clubhouse Jager, going out dancing with my friends at Jetset. My social life is completely intertwined with my professional life, so there's really no end to my workday - but that's why I love what I do! If you could work with one designer, who would it be? I have always enjoyed working with my friends who happen to be incredible designers —Max Lohrbach, Emma Berg, Raul Osorio—but if we're talking anyone, I would have to say the late, great Alexander McQueen. His fashion shows were always theatrical and provocative, and his designs were at once playful and dark, ornate and punk rock. Not only was he a great designer, he was an artist in the truest sense.
JAHNA PELOQUIN | LETOILEMAGAZINE.COM | @JAHNAPELOQUIN
Allison Kaplan You're a radio personality and a style editor, how do the two complement each other? The style editor gig requires showering and cute outfits. The radio does not! As a magazine editor, I’m planning, scheduling, organizing months in advance. Radio is the place where I can talk about the back stories that go into putting together the magazine. It’s where I can complain that mini skirts are a challenge. It’s girl talk, and I’m lucky enough to get to do it over the airwaves.
Minneapolis is a burgeoning city for up and coming designers, why do you think that is? This is a very creative town in general. A company like Target attracts aspiring designers from around the country, many of whom create their own collections on the side, or go on to do independent design work. We’ve been lucky to have leaders like Anna Lee help focus and organize the enthusiasm and talent into a group like Mnfashion, which helps young designers find their footing. And after several seasons of putting on fashion weeks, we’ve established ourselves as a place where designers can get some experience in a market that feels less intimidating than New York. If you were to produce a new fashion show, such as Project Runway, what would it be called and what would it's premise be? This is not a cop out, it’s the truth. We do not need another Project Runway! Fashion Star is proof of that! What fashion item can't you live without? Great boots and fitted jackets. Do you think nude nylons will ever see a resurgence? Why or why not? Never say never! There are only so many trends and objects of clothing—every season is just a new mash up of what we’ve done before...they’re bound to come up again, one way or another. On arms? Who is your designer du jour right now? I recently had the chance to spend an afternoon at Jason Wu’s New York showroom for a cover story that appeared in Delta Sky magazine. I was so impressed by his drive, his focus and his ability to balance creativity with business. And it was soooo hard to keep my hands off his exquisite dresses and chic new shoe collection. They are designed to make a girl feel pretty. What's your favorite vacation spot to go to with your family? Captiva Island, Florida
WRITER BLOGGER RADIO HOST EDITOR
ALLISON KAPLAN | BLOGS.MSPMAG.COM/ALISHOPS | @ALISHOPS
You've come a long way baby (Style Editor for an award winning Magazine). Tell me about how you got to where you are right now. Well, I grew up reading the newspaper with my dad, and my grandma sewed clothes for me (couture before I knew it!), plus I was always getting into my mom's makeupâ€”I did not understand why wearing a full face of makeup to school in second grade was unacceptable if it was done well! So I had a lot of seeds sewn early. I went to college at the University of Minnesota - Twin Cities and majored in journalism and political science, and did internships at the Pioneer Press and Mpls.St.Paul Magazine, who hired me after I graduated. Eventually, I started doing style work there, and realized I loved it and understood it. Long story short, I was hired in 2010 by Minnesota Monthly to do all of their style coverage: beauty, fashion, wellness, homes, and whatever else I can dream up! It's demanding work, but also so inspiring. I'm never bored, that's for sure!
WRITER BLOGGER EDITOR FUTURE MOM
Describe your own personal style. My latest challenge is figuring out how to dress my pregnant body! But I think personal style is defined by more than what you wear. What you wear might signal what those other things are, though. So for me, when it comes to clothing, I love 50s and 60s-inspired fashion (Mad Men was awesome and also kind of oversaturated the style all at once), and Coco Chanel is my go-to lady for advice. I wear a lot of vintage as a result, and cardigans. I'm a sucker for ballet flats, tooâ€”despite what every fashion editor will tell you about heels. My midcentury home is an eclectic mix of midcentury furniture, cool antique finds, and modern pieces and my husband and I are working on making it our perfect little nest. I think style is also about how you treat people and animals and the environment, so I have rescued three dogs over the years (right now I have Murray, a fiveyear-old, very shy Coton de Tulear, and Ernie, who is a shih tzu and bichon frise mix). Both came from abusive puppy mills and they're working on learning life can be good! I'm a strong advocate for causes I believe in and not afraid to share those opinions!
What's your philosophy on fashion 'splurging' (good, bad, necessary?) If you can afford it, go for it! I'd love to own YSL pumps or a Chanel suit. I've certainly indulged in retail therapy a time or two in my life. But I don't like women thinking that splurging or brand names make for good style. All the money in the world can't account for good taste, as they say. Plus there are so many outlets for great designer consignment, thrifting, and online sales. The Twin Cities has such a diverse population when it comes to fashion tastes, do you think we're successful in catering to everyone? That's a really good question. I don't know everyone, so I can't say for sure. Unfortunately with the closing of Neiman Marcus, I feel like that will create a hole in the market. I also wish we had shops like Zara, Mango, and Topshop (we can hold out hope!). But overall, it's kind of amazing what we can offer here: cult high-end European brands from Arrow, top-notch menswear at MartinPatrick3 and BlackBlue, designer consignment at June and Fashion Avenue...amazing vintage at Blacklist and Lula. That barely even scrapes the tip of the iceberg. I think people fall into their shopping ruts and forget there's a whole world of shopping right here in the Twin Cities, and sometimes it takes a sense of adventure and reading what I'm writing about for tipoffs! I'm also excited to see where our local design scene takes us and would love to help make them more accessible to the average consumer.
KATIE DOHMAN | MINNESOTAMONTHLY.COM/MEDIA/BLOGS/TWIN-CITIES-STYLE | @MNMOstyle
Two Twin Cities Notable Designers
MINNEAPOLI S RAULOSORIO.COM
Life After Project Runway You seem to have a vintage feel to most of your designs, would you agree with that?
I totally agree, I love different eras . I love timeless pieces, I always try look back on time for inspiration. I love romanticism and history so it always a good place to look for inspiration. What do you think about when you wake up in the morning? What am I going to wear today?! That's the first thing that comes to my mind usually.
Dancing at Club When you're not sketching and sewing, where would we find you? Jagger, The Bryant Lake Bowl or any local event that has to do with Fashion, Art and Music.....I'm always out! They’re very What do you think of celebrity designers? s u c c e s s f u l (ie, Lauren Conrad, the Kardashians, J.Lo) wo m e n . I admired that they very business oriented and fashion forward . They design for the woman on the go, ready to wear pieces the help women feel in power through fashion. What’s next for you? I’m not sure. I want to focus on menswear, I would like my line to be more accessible to people. Maybe moving to NYC in the future. Images: Amy Gee Photography Hair + Make-up: Julie Swenson Model: Tearra Dress: Raul Osorio
MINNEAPOLIS JOYNOELLE.COM 612.209.7822
What sets you apart from other dress designers? I look at clothing as an art form.....as sculpture. I'm a draper so I work either on a dress form or on a client and each piece is created individually. I love to do a lot of handwork and fabric manipulation, which can be very time consuming but my clients know they are investing in something that is made just for them.
To date, how many dresses have you designed? I've designed and made over 200 dresses...maybe even over 300. I haven't kept track over the past 8 years. I'm the type of person who finishes something and then moves on to the next thing. Do you think wedding dresses should be worn once? Why or why not? In my opinion, this is the bride's choice. It's not uncommon for a bride to say she'd like to be able to wear her dress again since it is probably the biggest clothing purchase she will make. I think it's possible for her to wear it again if she goes super nontraditional. You spent time in Botswana, Africa. How did that shape the person you are today? Spending 3 years in Africa with the Peace Corps was an amazing experience. Seeing how people live in developing counties was a true gift. It shaped how I view everything from the type of home I live in to how I look at my future. Do you speak other languages? Which language would you like to learn? I speak some Setswana and some French. I'd love to be able to be fluent in both again someday. If you could offer one piece of advice to young designers, what would it be?
Image: Emma Freeman Photography Hair : Julie Swenson | Makeup: Annie Savard
I tell young designers all the time that saying you want to be a fashion designer is like saying you want to be a rock star. There are millions of people with the same dream but very few actually make any money doing it. Its not an easy path to take and you have to have good business instincts as well as design talent.
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RUSSELL HEETER, Photographer
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Image: Russell Heeter