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Pretty Rock’

Girl Collection

Custom shorts and accessories

San Francisco * New York

BeHaute Shorts

Letter From The Editor

Happy adies and Gentelman, I hope your finding yourself cozy and warm as the Fall winds come our way. Because what is better then dressing for the cold weather? I always feel like a jacket is the wrapping paper to the outfit under, not to mention wellingtons in the rain, aww sweet bliss... First off I want to thank Angela Zanotti for her time on the first two issues of Florum Fashion Magazine, she has moved onto another venture in her career outside the fashion world, and we wish her the best of luck. As most things, one absence brings a new postion, and we could not be happier to anounce the new addition to our team Amanda Mcgillvray, as the Editor of the Visual and Design. Another addtion to our team is Stephen Sun as our head in house photographer, we have been crossing our fingers that he would accept our offer with the magazine, he has been the heartbeat to some of the most amazing editorials we have had the chance to publish, including "Vixen" from our last issue, and "Naughty Girl" of this months issue. This months issue of Florum Fashion Magazine is based on the concept of "Sin", with Halloween being one of the favorite holidays here at the Florum office, we just couldn't pass up the oppurtunity to celebrate the holiday. We would have it no other way, then by an issue in honor of the estivities. However we are well aware that not all our readerscelebrate the holiday like us Californian's, we hope to inspire and encourage you to dress up and have a grand time on October 31st for a night of memories waiting to be made. After all, what other night can you be anything you desire without consequence. It is a night to give in to sin and temptation. Inside this months issue we have some amazing finds, including handmade dresses from recycled fabric by Dusty Leigh, Halloween tips from our very own Staff Amanda Mcgillvray, and some amazing street style from New York Fashion Week. By Casey Fyfe.

And dont forget to email us your style, we want to see how our fashionable readers, email photos to

xoxoNoelle Lynne

Have a wonderful holiday season, we will talk again in December for our "Frozen" issue


520 Haight St, San Francisco


Left Page: Dress, Jacket & Gloves by Invitro Lab Bracelet by Epicenter This page: Dress by Alessandro Dell’Acqua Faux Fur by Fendi Gloves and collar by Invitro Lab

Left Page: Grey Suit by Aurora Potenti, body stocking by Phillipe Matigon This Page: Top by Invitro Lab, Trousers by YSL, Faux Fur by Fendi, Stylist own clutch, bracelet by Epiceantro, shoes by Divided

This Page: Jacket by Aurora Potenti, Gloves & Collar by Invitro Lab, Stylists own Clutch Right Page: Dress by Pater Langner, Faux Fur by fendi, Bracelet by Emanual Ungaro

NYFW Street Style BY Casey Fyfe

Naughty Girl By Stephen Sun


Both Pages: Shirt & Skirt by Cotton On, Shoes by Gap, Bracelet by Karmaloop, Stylists Own Earrings

Lana of Look Model Agency Styled by Betsey LynneStyle

This Page: Bralet by Cotton On, Shorts by BeHaute, Shoes by Jeffery Campbell, Vintage Bracelets

This Page: Vintage Dress, Vintage Faux Fur Jacket, Shoes by Jeffery Campbell, Earrings by Urban Outfitters

This Page: Dress by Style Stalker, Necklace by S Studio Right Page: Dress by Cotton On, Bracelets by My Style Lab

o Makeup by Christina Palacious o Hair by Noelle Lynne

Left Page: Shirt and Skirt by Agaci, Shoes by Steve Madden, Necklace by S Studio, Stylists own Bracelets This Page: Dress by Ark & Co, Shoes by Jeffery Campbell, Stylist own Bracelet

“It’s all about the shoes”



Street Style Trends WE Love By Casey Fyfe

LILITH BY Casey Fyfe

Lyndsie Ann of Cast Images

Styled by Natasha Hair by Laurel Berg Makeup by Liza Marie Retouched by Carolyn Hackett

Bolero by Leith for Nordstrom, Dress by Adrianna Papell, Shoes by Jeffery Campbell Dress by Free People, Shoes by Jeffery Campbell, Stylists Own Jewelry

Dress by Free People, Shoes by Jeffery Campbell, Stylists Jewelry

Photographer's Dress, Shoes by Jeffrey Campbell, Stylist's jewelry Photographer's Dress , Model's Shoes


520 Haight St, San Francisco

Photography by Morgan Chidsey Pierre Poulaine with Major Model Mgmt-Milano


The lost

Both Pictures: top by The Kooples, jeans by April 77, boots by Vibram

Both Pictures: top by Sandro, jeans by Aprill 77, boots by Vibram

Left Page: Stylist’s own scarf, jeans by Aprill 77, boots by Vibram Right Page: vintage poncho

e m m e F atal F

Su Shien of Mega Models Berlin Styling by Jasmin Fatschild Hiar & Makeup by Katja Matzkowski

By Daniela Sheckler

Previous Page:Glasses by OWL, dress by Vero Moda

Left page: Dress by Vero Moda, bag by Abury Right Page: Dress by Object fur by Selected Femme heels by Mai Piú Senza

Both Pages:Dress by Vila

Dress by Object, bag by Abury

D-STRUCTURE SF 520 Haight St, San Francisco

Fall Fashion In The Park Santana Row by Stephen Sun

Santana Row Fashion Night Out By Stephen Sun

e t u BeHa s t r o Sh sco San Franci

New York

Oleg Oksanen with Icon Models Jacket by Zara, waistcoat by Pull&Bear, trousers by Laura Albors Right Page: Gemma Casserras with Trend Models Top by Bershka, skirt by Zara, jewelry by H&M, shoes by Piccola Piu

Witches &Warlocks: Halloween

With Style

Photography by Gemma Albors Styling by Jonathan Le贸n Makeup by Rosa Barranco Hair by Daniel Garcia

With Halloween right around the corner, we here at Florum, like probably most of you, are most excited about finding a costume and getting dressed up! Whether your swaying for the more sweet and innocent look this year or venturing more for the dark and mysterious image, we've got some tips to help make your outfit have that extra flare of style on any budget! This season were in love with sheer and lace! The two materials are everywhere and we can't get enough! Here's our take on two classic Halloween looks that incorporate both materials that can easily be tweaked to fit your own individual styles. For a seductive witch, start with a high waisted black mini skirt and bralette of your choosing. Tie a floor length piece of black sheer around your waist and match with a chunky pair of heels for a long night of fun. Or try pairing a strapless black top with a long lacy sheer skirt. Add a strip of lace around your forehead as a headband, and tie a strip around forearm or wrists for an extra feminine touch. Finish it with your favorite pair of black heels and your night is destined for amazing memories, not to mention photos! For men this year, we recommend a suit vest be your key piece. Pair with a long sleeve dress shirt and trousers and go as a mysterious warlock. Leave the top unbuttoned, cuff the bottom of your trousers and throw on a comfortable pair of slip on's to complete your look. By Amanda Mcgillvray

Natalia Arg端ello with Miah Management Jacket by Blanc Paris, skirt by Laura Albors, shoes by Chic Clau

Above: Oleg Oksanen with Icon Models Jacket by Laura Albors designer T-Shirt by Zara Below: Viktorija Pancenko with Trend Models, Blouse by Zara, jewelry by Mango


Street Style Photographed by Casey Fyfe Written by Bailee Edington

This year at New York Fashion Week 2012, I had the opportunity to hit the streets of New York with Casey Fyfe, in search of the most fashionable of the city. We looked at the Spring 2013 trends which included Prints, patterns, and lace. On and off the runway we saw many variations and styles, from florals to animal prints, mixed with leathers... From abstract patterns, to classic prints, we witnessed some amazing clothing. The base of NYFW, was the Lincoln Center, it was a place to show off your style, and we truly saw some fashionistas amongst the crowd, and luckily we are able to bring some back to you.


By Nicole Cook

Styling By Betsey LynneStyle Makeup by Mariya Sevchuk Jossalyn of Cast Images Hair by Noelle Lynne

Previous Page: Dress by Fringe Sacramento, Shoes by Generation This Page: Vintage Blouse, Vintage Bisou Bisou Pants, Shoes by Generation Right Page: Top by Fringe, Pants by BeBe, Shoes by Jeffery Campbell

, Stylists own Bracelet This Page: Top by Fringe , Pants by Free People, Shoes by Jeffery Campbell Fringe, Vintage Clutch Left Page: Top by Fringe, Pants by H&M. Shoes by Jeffery Campbell, Bib by

This Page: Vintage Shag Jacket, Vintage Dress, Shoes by Jeffery Campbell


Thrift Finds Photography by Genesis Martinez Sacramento the capital of California, often overlooked for any mark on the fashion map when it comes to style and clothes. However I can tell you after thrifting and shopping throughout midtown for a day, I could raise a well founded argument that Sacramento does indeed play host to some amazing boutiques. In fact just a couple weekends ago I walked into Bows & Arrows Thrift Store. Having a recent addiction to maxi dresses I started browsing the dresses and came across some asymetrical floral dresses by Dusty Leigh. I had never heard of the brand, nor did I know what to expect, as the cut looked flattering but you really never know until you actually try on the dress. Two minutes later in the dressing room, I was head over heels in love. Not only was the dress spot on with todays trend, but it was incredibly flattering and I was even was feeling taller. With a price point between

28-32 dollars how could you go wrong. especially after talking with the staff about the one of a kind dresses. I was told that the dresses are handmade by the owner of the store and that all material is remade from vintage clothing or recycled from less desirable clothes. So not only was I shopping, but I was saving the planet as well, now I was shopping guilt free‌ Being handmade the inventory was not high, we wiped the store out of long sleeve asymetrical Dusty Leigh dresses, however I was please to find out that you can buy the dresses on Etsy, which is lucky for you readers not located in Sacramento, CA. Once again you can never beat a good ole day thrifting, you just never know the treasures you'll discover, and the price is always low. XOXO


Francesca of Flash Model-Milano Styling by Patricia Villirillo Make-up & hair by Martina Lattanzi

Previous Page: dress by Isabelle Marant, shoes by Converse All Star, necklace by Hero, bracelet by Laura Nocco

Left Page: shorts by Ragged Priests, boots by Doctor Martins, tights by Top Shop, bracelet by Chan-Lu, earrings by Damiana; Right Page: jacket & socks by Top Shop, heels by Burberry Prorsum, Levi’s shorts, vintage t-shirt

Above: shirt by Zara, Levi’s shorts, earrings by Bulgari, bracelets by Gerardo Sacco & Top Shop

Below: necklace by Gerardo Sacco, earrings by Bulgari

Dress by Sports Max, bracelets by Laura Nocco & Sports Max, earrings by Damiana, rings by Serge Thoraval, shoes by Urban Outfitters, vintage leather vest

Dress by Pierre Balmain, boots by Top Shop, earrings by Bulgari, bracelets & necklace by Gerardo Sacco, rings by Pomellato

Above: dress by Sports Max, vintage leather jacket, bracelet by Laura Nocco Left Page: blazer by Stella McCartney, shorts by Ragged Priest, earrings by Top Shop, necklace by Hero


On August 11th Florum Fashion Magazine and D-Structure teamed up to celebrate the August Release of Florum Fashion Magazine’s “Nature’s Vixen. Here are a few photos from the party, that we are happy to share. The festivities included free drinks to the 21+, amazing live artwork by Nick Beery. And the ever so talents makeup artist Christina Palacios, who was doing in house make over and consolations. And did we forget to mention, the stunning window models who danced around the party with grace, when not enticing passersby's into the party

LEFT: KATIE B of Scout Models Right: Aspen of FordLA

Transform ByNadya Geoffrey chuah S of NYC Models Styling by Sneed Makeup by Chris Lanston Hair by Jean Marc


Kate Wasserback Jacket & Pants Stylists own Sunglasses

Both Pages: Jennifer Pak Dress

Above: Jennifer Pak Dress D Webb NYC Cage Stylists Own Shoes Left Page: CSNEED Eye Mask Kate Wasserback Designs Coat

Nala Toussaint Dress Nala Toussaint Poncho Worn as skirt D Webb NYC Caplet

D-STRUCTURE SF 520 Haight St, San Francisco

Florum Fashion - Sin  
Florum Fashion - Sin  

Florum Fashion October 2012 Sin