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My City, My Style

Los Angeles Style Bloggers May 2014

Table of Contents

3 Introduction 4 Sincerely Jules 6 Blog Post 8


Collaboration at Coachella


Song of Style

12 Article 14


My City, My Style

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Julie Sarinana founded Sincerely Jules in February 2009 as a creative outlet to express her thoughts, inspirations, style and love of everything cool. Jules chronicles her daily style, travels and life and continues to inspire and motivate her readers, one outfit at a time.In addition to her blog, Jules has contributed to and has been featured in:,, E! News, Lucky Magazine, Teen Vogue and Cosmopolitan Latina.

Song of Style is a fashion & interior design blog written by Los Angeles based interior designer Aimee Song, featuring daily fashion photos, design inspiration, and more. Aimee started her career in interior design—she worked for a construction company in San Francisco while getting her degree in interior architecture. But one day, she shared a photo of what she was wearing, and the response was so great that Song of Style was born. 3

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? e h s ho is

incerely Jules’ Julie Sarinana started her blog at a time when she felt utterly uninspired—and now her daily updates of personal photos and style musings are getting the attention of inspiration-seekers the world over. We asked her to fill us in on what keeps her going both onand off-line. StyledOn: Tell us a little about yourself – how did you get into blogging? Julie Sarinana: I come from a very creative and talented family who are so passionate about what they do. That has always been so inspiring to me therefore I knew that I belonged in the creative field so I attended FIDM (the Fashion Institute of Design & Merchandising) where I studied Visual Communications; I touched every area of the industry and 6 | My City, My Style

it gave me hands on experience to many parts of my field. Now I do freelance styling, blog full time, contribute to other publications, and focus on my t-shirt line that I just launched last month. I began my blog 2.5 years ago while I was attending FIDM. It really just began as a place where I can let my creative juices flow as I was beginning to feel a bit creatively drained from all the projects/ exams/presentations. Starting my blog while I attended school definitely helped me feel inspired again. It started as showcasing editorial photos and things that I found interesting but it later evolved into my personal style because I got a positive reaction when I did my first outfit post. I then figured people would find my own photos and point of view more interesting than just posting someone else’s photos. It’s been an incredible ride thus far and I’m

and I’m most grateful for all the opportunities and friends I’ve made through out this whole experience! StyledOn: Has your style changed at all since you started blogging? Julie Sarinana: Yes! My style has definitely evolved and it’s become more daring–a bit more grown up–but it still has an effortless, California vibe to my overall style/looks. StyledOn: What is it like to be a part of Glamour’s blogger network? Julie Sarinana: It’s been a true honor and I’m so flattered to have been chosen to be part of Glamour’s network! The Glamour team has been super amazing, sweet and have held our hands through out this whole process. Being alongside all of the other bloggers (who I personally am a fan of) is the icing on the cake! I will never forget this experience!

forward to tassels on necklaces/belts/bags, pleats, and anything sheer! Anxious to try out the double hair knot since I always wear my hair down! Want to get some red trousers, cobalt blue clutch and vintage prints in blouses, dresses, pillows, pins! StyledOn: Do you have any big plans or goals for your blog this year? Julie Sarinana: As much as I love setting goals and planning, I let my blog just be. I just hope I can continue to provide cool content that everyone can enjoy and can find inspiring. New ventures, opportunities, collaborations will always be welcomed with open arms and will see what the future holds for Sincerely, Jules! Big things are always in mind!

StyledOn: Are there any summer trends you’re really excited about? Julie Sarinana: I’m most excited about details, hairstyles, colors and prints! I’m looking 7

Wednesday, April 16, 2014

Coachella came and went and now a recap. It was a fun filled festival hot weather, great food and partie friends from all over the world, aw sic and of course a whole lotta of cu through the weekend!

I had the pleasure to attend the mo tival of the year with one of my fav Havaianas! I was thrilled they wan with me during one of my favorite had so much fun taking over their i weekend long and wearing their ne tion all while frockling around the fields. I’ve been a huge fan of their flip flops that I was excited to style other new styles like Luna & Flash

Here’s a glimpse of what my Coach weekend looked like with Havaiana on my feet! Special thank you to Havaianas for allowing me to have awesome time this past weekend! Palm Springs is about a 2 hour drive from LA, and even though it’s not too far, I hardly make the effort to build the patience to drive up to it. With it’s beautiful backdrops and palm trees everywhere, it’s hard to resist coming back! Since I was in town for the big festival in Indio, I knew I had to pack Coachella-chic looks and Havainas completed my looks for the perfect fit! The weather, palm trees, music, people, parties and fashion was something I was looking forward to and well… I wasn’t disappointed, at all. Stay tuned in the next couple of weeks for more! Now I’m off to catch up on some work, and get mentally prepared for a busy week! Share more soon! xx 8 | My City, My Style

it’s time to reminisce through weekend full of palm trees, es, eye candy street style, wesome performers/muute Havaianas to get me

ost anticipated fesvorite brands, nted to partner up times of year. I instagram all ewest collecCoachella r classic Top e their Urban.

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Song of Style From interior design to personal style...


Professional Blogger Spotlight We caught up with Aimee Song somewhere around 30,000 feet – while en route from California to New York City. She shared some insights about her blogging experience, her love for Instagram and great advice for aspiring bloggers.

By: Taylor Davies Can you tell us a little about Song of Style and how you got started blogging? I originally intended to start an interior design blog but posting an outfit picture was much easier and fun than I expected so I changed Song of Style into a personal style blog. I still occasionally post interior design related posts, though. What role does social media play in your blogging life? What platforms do you like and use most? I absolutely love Instagram. Since I have a full time job and I travel a lot, it’s really hard to have my outfit 12 | My City, My Style

photos taken all the time and update the blog so Instagram is a great way to share what I’m wearing and what I’m doing via pictures with my followers and friends. How has blogging affected your career? Through blogging, I’ve met so many influential people I would have never thought to have met, but because of that, I now get to design some of their spaces!

Where do you see style blogging headed in the next few years? A lot of fashion bloggers have collaborated with brands designing certain pieces and even creating lines. I hope that happens for more bloggers as I love blogger and designer collaborations. Also, I think we’ll be seeing more and more bloggers on TV!

Blogging is essentially building your personal brand. It’s amazing that fans are following Song of Style for YOU, but that also must be a lot of pressure. It’s hard not to be affected by what other people think of you. I don’t ever feel like I’m performing but I do think about what my blog followers would think or say. I have a comment section that I don’t edit. I still dress and write my blog however I choose to and that’s not going to change.

“Be consistent, be original, be yourself.. ”

What is the best advice you would give to aspiring / up-and-coming bloggers? Be consistent, be original, be yourself and take clear pictures! There is a market for everyone and not everyone can be the next-soand-so. There are so many bloggers now-a-days and the only way to stand out is to be you because you are unique! Also, for personal style bloggers, taking clear photos is a must! Even if it’s with an iPhone or point and shoot camera, people prefer clear photos than blurry and dark ones. What are your favorite fashion and style blogs right now? I like Karla’s Closet because she doesn’t follow any trends and she’s just beautiful. I also enjoy reading Studded Hearts & Le Fashion for

What’s been your “I’ve made it” moment? When I got my grandmother’s approval. She is one of my biggest inspirations and wasn’t keen on the idea of me ‘modeling’--she still doesn’t understand the concept of blogging so she thinks I’m a model--while I was going to school. She’s very old school. However, when she saw an article of me in a Korean magazine about my life, she was so proud of me and carried it around to show her friends. Whatever I do, whether it’s blogging or interior design, my parents will always be supportive as long as I don’t ask them for money! 13

May 04, 2014


s a born-and-raised Angeleno accustomed to nearly year-round warm weather, Aimee Song possesses that innate sense of style-relaxed and a touch nonchalant, perfected by so many Californians.

Though her repertoire consists of plenty of halftucked shirts, cool jeans, and slouchy silhouettes, she’s not quite the typical Los Angeles fashionphile. The Song of Style blogger, who also works full-time as an interior designer, has acquired a cosmopolitan edge over time thanks to her frequent international travels. Taking a cue from icons like Vogue Paris editor Emmanuelle Alt, Song’s outfits often possess a distinctly French allure: tailored shirts with ultra-skinny pants or a Isabel Marant-esque striped turtleneck toughened up with a biker jacket, usually paired with feminine, pointy-toe shoes. When she isn’t channeling a Parisian chic aesthetic, Song’s also a fan of experimenting with colors, prints, and textures, result 14 | My City, My Style

ing in a playful look that’s her own personal spin on California cool. Continue reading to get details on one of her blog posts! April 25, 2014 I’m wearing some of my favorite pieces from the Karen Millen’s spring collection for their My City, My Style feature where I shared some of my favorite spots from my city, L.A. From my go to restaurants to my favorite juice place, you can check out the feature on their website!

One of the places I frequent often is this magazine stand by Fairfax ave. It’s right by a lot of furniture stores I frequent so I’m always grabbing a magazine or two whenever I’m there. This magazine stand is also one of the only places that carries the international issues of some of my favorite glossy magazines such as French Vogue, German Vogue, L’Officiel, etc. I love this neon tweed skirt from Karen Millen. It’s so appropriate for spring! I wore it to go plant shopping as well. I usually get my plants

I Lo v My e... Cit y from Anawalt Lumber on Robertson Blvd. They have a great selection of succulents and a variety of small plants to bigger plants. I’m off to enjoy my day. Talk to you guys soon! xx


My City, My Style  
My City, My Style  

By: Sara Park