DIGITAL ISSUE VOL. 7
CONTENTS 04 INTRODUCTION
06 GREAT ADVENTURE
20 QUIET STYLE
06 IN FOCUS: GREAT ADVENTURE 20 IN FOCUS: QUIET STYLE 40 STYLE EDIT: SS24 CONTEMPORARY WOMENSWEAR 48 SPOTLIGHT ON REMI BADER 52 ALL IN THE FAMILY: D’AMELIO FOOTWEAR 58 INSIGHTS 70 MAGIC NASHVILLE 72 COMMUNITY HIGHLIGHTS
ON OUR COVER: TOP AND BLAZER BY EDIT BY NINE
72 COMMUNITY HIGHLIGHTS
TOP BY AMY LYNN; PANTS BY ELLISON
Get Real As we close out our SS24 season, the MAGIC Digital Issue Volume 7, celebrates authenticity, exploration, and innovation at the forefront of what’s next for our community.
This season’s MAGIC events had an electrified energy—one that challenged attendees to explore purpose and potential within their businesses and themselves. In this edition of the MAGIC Digital Issue, we’re sharing some of these incredible highlights, takeaways, and words to live by—all straight from our events. At MAGIC Las Vegas, curve model and content creator Remi Bader took to the stage for an honest introspection with Social House host Rachel McCord on her start, using her platform to promote transparency in fashion and mental health, and how she plans to make progress through inclusivity with top brands. Social media stars and co-founders of D’Amelio Brands, Marc and Dixie D’Amelio, rocked the Social House Stage with an insightful conversation on launching their footwear brand. The family also showcased their latest footwear collection for buyers to shop on the show floor. Check out these REGISTER NOW 4
highlights as well as a curation of the best of exploration-inspired styling in our editorial Great Adventure, later in the issue. Meaningful education sessions at MAGIC New York put an eye on the future, as industry thought leaders led discussions with discoveries about what’s next for brands and buyers. From a panel focused on brands’ sustainable journeys to a conversation on plus― and inclusive-sizing, the most pressing issues facing retail today were covered in thoughtful presentations with actionable takeaways for attendees. While a peek ahead at top SS24 womenswear trends, in a presentation led by FS (Fashion Snoops), gave insight into what to expect in seasons ahead. Our Quiet Style editorial—shot live on the MAGIC New York concourse—also shares some of the top styling notes to consider for spring. Check out our issue for just some of the best of our MAGIC must-attend events. Join the community at one of our upcoming 2024 events to experience it all. LEARN MORE 5
TOP BY AMY LYNN
Great Adventure Inspired by a resurgence in consumer-driven wanderlust and outdoor exploration, travels near and far set the trends of “adventure wear” at MAGIC Las Vegas.
PRODUCTION CREDITS Hailley Howard PHOTOGRAPHER/PRODUCER/ CO-DIRECTOR @hailleyhoward Jacob Boll CO-DIRECTOR/DIGITECH @jacobboll Kelli von Maur PRODUCER/PA Khavory Lee PA @khavory.lee Marlaine Reiner HMU @mjr_makeup Jessica Richards WOMENS STYLIST @jessicaxrich Nicole Wong ASSISTANT STYLIST @nicole_wongg Sparkish MODEL @sparkishkid
JUMPSUIT BY BELULAH STYLE; SCRUNCHIE BY DAISY STREET; BAG BY SOL AND SELENE
HAIR CLIPS BY LINNY CO; DRESS BY THINGS BETWEEN
As consumers rediscover a love for excursion—through actual travel and sport, or just inspired by—key ready-to-wear, plus accessories silhouettes and details from the collections at MAGIC Las Vegas August event were influenced by the intersection of fun and functional fashion.
ANYWHERE & EVERYWHERE trends in the current fashion market for activewear that is not only comfortable and functional, but also basic and fashionable so that it can be worn anywhere and everywhere,” said Amy Kim, CMO, Rae Mode. “With this in mind, our company has focused on [creating] styles that not only have functional fabric, but functional designs as well.” She notes that while buyers are especially focused on shopping styling has an extended life cycle for many end purposes, that specific design details—like wicking fabrics, attached These features are of top priority to brands like Rae Mode, shorts, and packable jackets that fold up into pouches—are whose collection is carefully created from material to pal- extra incentivizing for retailers to offer consumers looking ette to design with thoughtfulness around a high-energy to invest in wardrobe updates. customer lifestyle. “There definitely has been a spike in 9 In the years following the global pandemic, piqued interest in adventure has been measurable in behavior shifts—from a renewed desire for travel through global and domestic exploration as well as the explosion of outdoor sports, such as the surging popularity in pickleball. For this reason, consumers have sought pieces driven by an ethos of performance and wearability, taking them from everyday activity to the airport in comfortable style.
BAG BY ROO ROO
HAIR CLIPS BY LINNY CO.
STYLIST’S NOTE ACCESSORIES ARE A KEY IN LAYERING-UP LOVE FOR ADVENTURE AND OUTDOOR INSPIRATION! TRY UTILITY SHAPES IN BAGS LIKE BACKPACKS OR CONVERTIBLE TOTES; AND IN JEWELRY AND HAIR, A LITTLE FLOWER POWER GOES FAR. 10
JACKET BY BAEVELY; EARRINGS BY ACCESSORY TO LOVE
“Our company has focused on [creating] styles that not only have functional fabric, but functional designs as well.” —Amy Kim, CMO, Rae Mode
JACKET AND SKIRT BY HIDDEN JEANS; TOP BY RAE MODE
FUN & FUNCTIONAL Besides wearability, consumer awareness for sustainable design practices is at an all-time high, as retailers agree that these attributes are of extreme importance while looking for new products and brands to add to their assortments. “We look for brands with a sustainable story and that share our love for the great outdoors,” said Dianne Morgan, General Manager and Buyer, The Base Camp. She notes, however, that it is imperative that brands also include a sense of individuality in styling, and a bit of a personal touch, with the most notable brands adding a distinct point of differentiation to their collections through palette, fabric, and design play. “We also love it when brands can show diversity in how their clothing can be worn. It’s also always fun to see what patterns and prints these brands come up with that we don’t typically see from our outdoor brands.”
“It’s also always fun to see what patterns and prints these brands come up with that we don’t typically see from our outdoor brands.” —Dianne Morgan, General Manager and Buyer, The Base Camp
FUN & FUNCTIONAL Besides wearability, consumer awareness for sustainable design practices is at an all-time high, as retailers agree that these attributes are of extreme importance while looking for new products and brands to add to their assortments. “We look for brands with a sustainable story and that share our love for the great outdoors,” said Dianne Morgan, General Manager and Buyer, The Base Camp. She notes, however, that it is imperative that brands also include a sense of individuality in styling, and a bit of a personal touch, with the most notable brands adding a distinct point of differentiation to their collections through palette, fabric, and design play. “We also love it when brands can show diversity in how their clothing can be worn. It’s also always fun to see what patterns and prints these brands come up with that we don’t typically see from our outdoor brands.” 14
PANTS, TOP, AND SWEATSHIRT BY PAPER MOON
JUMPSUIT AND JACKET BY LE LIS; BAG BY SOL AND SELENE
IN THE DETAILS For brands and retailers searching for the look of adventure inspiration without the true performance capabilities, strong utility details—such as cargo pockets, tread soles, and outstanding outerwear—make for key trends as consumers seek practical basics with a twist for the upcoming seasons. Across the young contemporary and trend markets, influences ranging from vintage sport to safari-like silhouettes have emerged across key items, giving a fresh take on wearable styling. 18
PANTS, TANK, AND SHIRT BY PAPPARAZZI BY BIZ
Quiet Style Quiet style speaks volumes for buyers seeking minimalist-inspired trends. Though heavy embellishment and occasion dressing proved to be an important post-pandemic pillar of expressing individuality and boldness, the SS24 season offered a fresh take for the more familiar and functional. By elevating key items of minimally-styled looks, brands and industry thought leaders alike share the best of basics to shop from MAGIC New York’s September event. 20
JACKET, BODYSUIT, AND PANTS BY FATE; JEWELRY BY ORA ANA; SHOES BY D’AMELIO FOOTWEAR
SWEATSHIRT AND BLAZER BY EDIT BY NINE; SHORTS BY PRETTY GARBAGE; SHOES BY STEVE MADDEN
BLAZER BY LUCY PARIS; JEWELRY BY RAD + RAE
SHIRT AND SKIRT BY FRNCH; BLAZER BY LUCY PARIS; BELT BY GERMAN FUENTES; JEWLERY BY RAD + RAE; SHOES BY STIVALI NEW YORK
STYLIST’S NOTE INVEST IN KEY CORE ITEMS – OR “WARDROBE BUILDERS” - LIKE TRENCH COATS, BLAZERS, AND DENIM SKIRTS, THAT INTERCHANGEABLY WEAR BACK TO TAILORED OR CASUAL LOOKS FOR MAXIMIZED QUIET STYLE. 24
“The message to get across is the rise of interchangeable wardrobe staples, which presents itself as a key merchandising strategy.” — Melissa Moylan, VP, Womenswear, FS
WARDROBE BUILDERS Creating an interesting balance between the ordinary and every day with a bit of playfulness is the key to the season’s top trend, according to Melissa Moylan, VP, Womenswear, at FS (Fashion Snoops). “For spring 2024, we are seeing the concept of what we like to call ‘Wardrobe Builders’, whereby there’s a case for ordinary basics positioned as cool fashion items.” Moylan places an emphasis on the standout star—the knit tank—as the foundation for newness. Moylan recommends pairing it with baggy jeans, a quintessential blazer, or long denim skirt—all beloved minimalist hero items. For silhouette direction, she notes that “long and lean column shapes on skirts or dresses nod to minimalism and offer the most directional silhouette of the season.” While quiet style is a chic way for consumers to take a breath from the more decorated and expressive trends of spring, Moylan notes that it is also an exercise in merchandising for retailers to give new life to seasonless staples that can continue building for years to come. “The message to get across is the rise of interchangeable wardrobe staples, which presents itself as a key merchandising strategy. Elevated jersey knits offer an opportunity for layering and extend well beyond a single season. The way customers will shop this trend will be to buy core pieces which they’ll then use to build out their wardrobe. In addition, higher ticket items like a blazer or trench coat will be positioned as investment pieces with the intent to remain in a consumer’s wardrobe for a long time. We expect foundational wardrobes to continue for fall/winter 2024 with elements of uniform dressing that appear clean, minimal, or tailored.” 26
SHIRT AND SKIRT BY FRNCH; BLAZER BY LUCY PARIS; BELT BY GERMAN FUENTES; JEWLERY BY RAD + RAE; CROSSBODY BAG BY URBAN EXPRESSIONS; TOTE BY HOT + DELICIOUS
DRESS BY LUCY PARIS; JACKET BY SMF; HAT BY WORLD EMBLEM (SOURCING AT MAGIC), SHOES BY STEVE MADDEN
SHIRT, JACKET, JACKET AND SKIRT BY SADIE + SAGE; JEWELRY BY RAD + RAE
SHIRT SHIRT AND AND SKIRT SKIRT BYBY FRNCH; FRNCH; BELT BELT BYBY GERGERMAN MAN FUENTES; FUENTES; SHOES SHOES BYBY STIVALI STIVALI NEW NEW YORK YORK
Merchandising a foundation of wardrobe staples with seasonal newness is an evergreen strategy but for spring, brands are exploring fresh takes on favorites in an effort to add a bit of whimsy to core wardrobing. Caroline Taylor, Sales Manager, b.young, shares that the brand’s “Never Out of Stock” year-round program of elevated basics demonstrates the brand’s devotion to key item dressing and quiet style, but that the layer up of seasonal newness
is grounded in another familiar fabrication. “Our main spring 2024 collection celebrates the enduring appeal of everyone’s favorite fabric: denim. While offering a fresh and modern look, new season denim is made to wear in multiple ways—but especially paired together.” She notes that quiet style is achieved this season by mixing and matching washes and textures to “create contrast in a nonchalant way—double the denim, double the fun.” 31
“With a focus on quiet style and minimalism, these trends can live in our closets a lot longer with more versatility,” — Kayley Reese, Owner, Savvy Kay Boutique
TOP AND PANTS BY SKIES ARE BLUE; JEWELRY BY RAD + RAE
TOP AND PANTS BY MAT FASHION; JEWELRY BY RAD + RAE
JACKET, BODYSUIT + SKIRT BY SADIE + SAGE; JEWELRY BY RAD + RAE
TIMELESS CLASSICS Retailers align on the importance of the messaging of wearable simplicity in the quiet style trend, but also in creating a purposeful and versatile wardrobe for consumers seeking to embrace style. For Kayley Reese, Owner, Savvy Kay Boutique, relaying a strategy of shopping timeless style to her customers creates opportunity for them to build quietly, using classics to kick off first-time foundational wardrobes. “With a focus on quiet style and minimalism, these trends can live in our closets a lot longer with more versatility,” she says. Noting how she’ll be exploring the show floor, she adds, “I’m excited to play around with elevated basics. A majority of my customer demographic is at an age where they are entering the workforce for the first time. We’ll be making sure to bring office-appropriate but trending pieces they can use in a multitude of different ways.” 34
JUMPSUIT BY SKIES ARE BLUE
JACKET BY SADIE + SAGE; JEWELRY BY RAD + RAE
STYLIST’S NOTE WHEN IT COMES TO QUIET STYLE, ACCESSORIES AND FOOTWEAR MAKE THE LOOK COMPLETE. STYLE CASUAL LOOKS BACK TO ELEVATED JEWELRY—LIKE PEARLS AND ATHLEISURE—OR MIX LAID-BACK WITH LADYLIKE IN SUITING AND SNEAKERS. 36
TOP AND SHORTS BY MOD REF, BELT BY MOST WANTED
TOP BY MAT FASHION, JEWELRY BY RAD + RAE
JACKET, BODYSUIT AND PANTS BY FATE; BAG BY SONDRA ROBERTS; JEWELRY BY ORA ANA;
MAGIC NY PRODUCTION CREDITS Hailley Howard PHOTOGRAPHER/PRODUCER/ CO-DIRECTOR @hailleyhoward Jacob Boll CO-DIRECTOR/DIGITECH @jacobboll Khavory Lee PA @khavory.lee Ruth Akele HMU @ruthakelemakeup Jessica Richards STYLIST @jessicaxrich Nicole Wong ASSISTANT STYLIST @nicole_wongg Kiran Kandola MODEL @kirankandola1 Cassandra Castillo MODEL @cassiecastillo24
Awaken Your Assortment SS24 Contemporary Women’s Style Edit
PRODUCTION CREDITS Hailley Howard PHOTOGRAPHER/PRODUCER/ CO-DIRECTOR @hailleyhoward Jacob Boll CO-DIRECTOR/DIGITECH @jacobboll Kelli von Maur PRODUCER/PA Khavory Lee PA @khavory.lee Marlaine Reiner HMU @mjr_makeup Jessica Richards STYLIST @jessicaxrich Nicole Wong ASSISTANT STYLIST @nicole_wongg Jasmine MODEL @jasminehollins
PATTERN LABORATORY This season, we’re seeing contemporary brands experimenting more with pattern. We’re continuing to see patterned sets and dresses in various silhouettes like the ones by Johnny Was, Hale Bob, and Ownley. 44
TOP AND PANTS BY SUMMER AWAY; EARRINGS BY VANESSA MOONEY
MOOD-BOOSTING COLOR Whether a head-to-toe look or a pop of color, brights are a must for SS24. We love these styles from Saint Geraldine and Summer Away. 46
TOP, BOTTOM, AND JACKET BY SAINT GERALDINE; GLASSES BY KAREN WALKER
“Yellow always represents joy and is such a cool pop for this season; a classic summer favorite that we love. Our line is fun with that influence of boy meets girl; it’s always simple but pretty, with added details to make it special.” — Belinda MacKaye, Owner & Designer, Saint Geraldine.
DRESS BY ESTHE; GLASSES BY LE SPECS
MOVEMENT-DRIVEN CONSUMERS As consumers continue to value travel and adventure, brands adapt with versatile styles. Check out these looks from Esthe and Wild Pony. 48
REAL TALK: SPOTLIGHT ON REMI BADER
THE CREATION OF A CREATOR “During the pandemic, I lost my job in the music industry, and I was in a dark place at the time. I gained a significant amount of weight and I always struggled shopping as a size 10/12. But once I became a size 14/16, I realized how almost impossible it is to shop not only online, but even more in stores. And at that time, I came across TikTok fashion hauls. A fashion haul is when you buy a significant amount of clothing from one brand, and you post all the things that look good. But what I felt like people weren’t doing is showing what also looked bad and showing their real dressing room experience. I started making videos on TikTok, showing the good and the bad, and put a little bit of humor into it. And I called them ‘realistic hauls.’”
“...It’s the opening up that has helped me. I’m not really putting this out there just to help my followers. We kind of built a community around being honest and open and speaking about all these things.”
With excerpts from her own words at the session, here’s the best of Bader’s thoughts and insights. 50
“That goes along and connects with the fashion industry, because a lot of the reason I don’t have good mental health is because I freak out and have a temper tantrum [when] I don’t know what to wear. I started filming those temper tantrums, which I still do to this day. It makes me feel connected and more comfortable… seeing that other people relate to sharing those feelings online. And then I have people that are either helping me and saying, ‘Why don’t you do this and this or why?’, or I feel the same way, where I notice that I’ve changed [others’] confidence and they tell me now they can wear certain things and post certain things and go about their day because of what I post. Sharing it online is what I feel is important for me.”
ON GOAL SETTING
“Once I started making these realistic hauls online, this kind of became my job in a way which I never thought it would be. I didn’t feel authentic in myself not talking about what I was feeling in the moment, and not talking about if I’m having a bad mental health day and if I’m not feeling good about myself.
“People have the wrong mindset when going into content creating because so many people are content creators, which is amazing, but they’re just like ‘I want a business, I want to make money.’ That’s not a bad thing. When you’re creating content, you need to find something that you’re actually passionate about that you can continue talking about for a long time. Because, once a video goes viral and people follow you, they’re going back for that exact reason—they want more of that content. You need to know that that’s what people are coming back for, and you need to keep creating that content. You have to be passionate. The only advice I could give to anyone else trying to do that is to really start and be content with something that you feel like you could talk about forever.
“It’s interesting how I became a mental health advocate, because I feel like that term is used to be more for people that are supporting different mental health organizations. But I think the reason that it kind of happened naturally is because I’m truly talking in the moment of my feelings. I’ve always struggled with my mental health, with anxiety, OCD, nervous tics, all that. I have no reason not to share that. When I started sharing it back in 2020, it made me feel more
“Other than being passionate, the other advice I would give is to be consistent. One thing: I don’t have regrets in life, but I wish… I posted more. I’m in awe of how people, no matter what following you have or if you don’t have a following, can post like five to six hours a day. I’m a very in-the-moment kind of person. It’s hard to be consistent, but if you can post as much as possible, I really do think that you never know what video can go viral. You have no idea.”
CREATING A SAFE SPACE
Curve model and content creator Remi Bader joined the education stage at MAGIC Las Vegas to detail her origin story; from creating a unique and honest voice in social media, to how she channels the same authenticity to partner—and make progress—with major brands today.
seen [when] people were like, ‘I deal with the same thing’. It’s the opening up that has helped me. I’m not really putting this out there just to help my followers. We kind of built a community around being honest and open and speaking about all these things.
“When you’re creating content, you need to find something that you’re actually passionate about that you can continue talking about for a long time. Because, once a video goes viral and people follow you, they’re going back for that exact reason, they want more of that content…” — Remi Bader
MAGIC SOCIAL HOUSE HOST, RACHEL MCCORD, WITH CURVE MODEL AND CONTENT CREATOR, REMI BADER
AUTHENTIC PARTNERSHIPS “There’s a lot of social media partnerships where you’re posting videos or photos for a brand [but] I didn’t want to do a partnership like that. I wanted to be very involved. [As a brand ambassador and a size consultant for Victoria’s Secret PINK], I have in-depth meetings with all their teams across the board and really talk about the sizing and what they can do better. They came to me really wanting to make a change and wanted my help. Anyone who was going to make any sort of change, I’m all there for trying to help. I know that that comes also with a lot of backlash too, which I think is important to talk about. But I believe that baby steps are important. As long as I see movement in some way, and seeing that they’re passionate and care about doing it, that’s why I am working with them, because I want to. If they don’t have some sort of spokesperson like me pushing them along—and believe me, I’m not afraid to say how I feel
to them—I think that’s the only thing that’s going to eventually get them to a better point. I believe they should be way more inclusive than they are, but it takes time. And I want to be that person for any brand that wants me there to just keep moving them along, even if it takes time. “[Curve customers] want to spend money, we want to look good, we want to feel good, and I think that one thing that people get a little confused by is this: I’m not looking for a whole new line of clothes. We want to wear the same thing everyone else is wearing. So, for [those] that are store owners and boutique owners, you are the person that is speaking to the people that make decisions, but also the customer. There’s always a way to try. There’s a way to build that customer and win that customer over. There’s only a benefit to all.” 53
All In The Family The D’Amelio family rocked MAGIC Las Vegas with the debut of their footwear collection as well as an insightful conversation with MAGIC Social House host Rachel McCord. They talked about everything from brand building and the power of their platform to authentically finding their style. Here are some of our favorite takeaways from their session.
Content studio photography by HAILLEY HOWARD @hailleyhoward
Dixie D’Amelio, digital creator, music artist, star of The D’Amelio Show, and co-founder of D’Amelio Brands, describes her passion for translating her creativity and everyday needs into the brand. and now how are we going to show this brand? 1 “When we started posting on social media and col- beginning, Because we do have the platform and we just honestly laborating with different brands, we kind of saw that we would lose our creativity and our personalities and what we would do to promote these brands. Sometimes we had good relationships where we could be ourselves and show and promote things that we really were confident in, but there were times we kind of lost that. Being in charge and wanting to create things that we’re 100% sure about and care about, love and create from start to finish is what was really important to all of us—our whole family.”
2 “Charli and I—my mom as well, my dad and everyone
involved—always just wanted to make things that were authentic to us and that we would actually wear and [that would be] so comfortable. That’s my biggest thing. I love being comfortable and wearing shoes [for] whatever I’m doing that day. I think the funny thing is that when creating these brands, we haven’t even focused on the promotional part yet. We’re just starting from the 56
haven’t used it that much yet.”
3 “It is scary when you’re doing it with your own prod-
uct [versus] when it’s someone else’s and they tell you what to do. It’s like, ‘Oh, okay.’ But when it’s something that you did from start to finish and it’s your whole heart and soul into it is scary. ‘How am I going to show this’ or ‘are people going to like it?’ For me, that’s what I’ve been thinking about. But I am excited to share because I am passionate and confident in what we’re putting out there.”
4 “I spend a lot of time watching and being a viewer of
social media and what’s recent and what’s happening and just staying on top of everything, like [now] I’m a viewer before I’m a creator. That helps me a lot with coming up with ideas and knowing what’s trending; it’s a good thing to be a viewer.”
THE D’AMELIO FAMILY: (FROM LEFT TO RIGHT) MARC D’AMELIO, CHARLI D’AMELIO, DIXIE D’AMELIO, AND HEIDI D’AMELIO
A decades-long attendee of MAGIC, Marc D’Amelio, entrepreneur, executive producer and star of The D’Amelio Show, and co-founder and CEO of D’Amelio Brands, details the importance of discovery through feedback—both from the customer audience as well as closer to home.
1 “Our success as a family has come through authenticity, 3 “With our first collection, although it was a tight-knit and I think that speaks [for itself] when your brand is authentic. Although we’re involved in the design process, we don’t pretend to be designers and we have a design team that’s authentic and that creates great product. People can see through when you’re not doing the work and you’re not being authentic, and I think that’s the key to launching something that will have longevity.”
collection across boots, sneakers, and heels, it was really to get to know who our customer is, finding out the price points that that drive business, and what the customer feels comfortable paying, what products are right, from a design standpoint, a quality standpoint, and most importantly from all three of the women in my life, a comfort standpoint. That’s been key.”
2 “It’s really organized chaos. You just keepmoving. 4 “I learned after making mistakes to ask for help. As a Footwear is really difficult. I mean, there’s such a barrier to entry because the minimum order quantities and [more]. But we had a group of people together and just figured out what was next… All it is is just putting a list together and knocking them off and just trying to prioritize what that next thing we have to do from inception to delivery.” 58
serial entrepreneur, I think what we try we do sometimes is try to take everything on yourself, and there are people out there—family, friends — that will all help you. Ask for guidance from people you trust. That’s what I would say is probably the most important thing.”
Industry thought leaders and experts took to the education stages at MAGIC Las Vegas and MAGIC New York to converse and connect with our community. Here, explore just some of the key takeaways from some of those sessions with topics that cover what’s top of mind for the industry today. FROM LEFT TO RIGHT: TAYLOR JONES MCCLELLAN, THE TINY CLOSET BOUTIQUE; KARLI HARRIS PENNINGTON, EVERYDAY CHIC BOUTIQUE; NATALIE KONOPKA, DARLING AUTHORITY; TROYIA MONAY, HER HUSTLE ACADEMY
BUILDING YOUR BUSINESS THROUGH SOCIAL MEDIA IN 2023
Business and boutique owners from the MAGIC community (that are also MAGIC Social Club ambassadors) share key takeaways on how to build real social media growth through transparency with your audience.
TROYIA MONAY CEO, Her Hustle Academy
KARLI HARRIS PENNINGTON
Founder & CEO, Everyday Chic Boutique
Owner, Darling Authority
“[Social media] creates a sense of confidence and of who we are to show our brick-and-mortar [on our social media feeds]. When [the customer is] scrolling, we know there’s all those brands that are taking our photos and trying to do so much with those that are not legitimate. So [showing the brick-and-mortar] creates a sense of legitimacy, creates some sort of confidence for all these new people, it makes that first time purchase a confidence in converting the transaction tenfold easier, and it drives traffic to your storefront.”
“I love longform content and when I [launched], I documented my journey on YouTube. I shared a lot of the behind-the-scenes of all the things that I did in order to get started. And throughout that process, my YouTube channel grew very, very fast; it was a lot of people reaching out to me [that needed help]. I’m a storyteller at heart and I just really love… going through and showing a lot to my clients [on the channel]—all the things that I’ve done in order to help them and provide them with any business guidance.”
“Because it is so easy to get burnt out from making content, I truly believe in just showing up for your audience when and where you’re needed and focus on making quality content. That’s fun and that feels good if that’s what you’re really passionate about. I just really believe in quality over quantity. And I promise, your customers and your audience are going to prefer that you show up only when you have something to say, they’re going to listen. Because if you’re only posting just to post, all of a sudden it becomes white noise to them.”
On Working with Retailers to Best Present Extended Sizing KAREN COHEN MeMoi “Different than apparel, the customer can’t really try on hosiery; our packaging needs to call out all the bells and whistles. We have a panel of plus-size models that we use, and we do lifestyle imagery that speaks to the fit because that is one of the most important things [to communicate] on a retail level.”
On Perfecting Fit for an Inclusive Collection GITA OMRI Designer & Founder, Omri Essentials PICTURED FROM LEFT TO RIGHT: LEONIDAS MONEDAS, MAT FASHION; GITA OMRI, OMRI ESSENTIALS; KAREN COHEN, MEMOI; EMILY BENSON, BOUTIQUE TRAINING ACADEMY
CURATING FOR CURVES: STRATEGIES TO SUCCESSFULLY INCORPORATE EXTENDED SIZING A panel of plus-and inclusive-size experts at MAGIC New York shared their top tips on creating, merchandising, and marketing extended sizing collections. 64
“[Fit grading] has always been the issue in inclusive design. For a lot of big designers, especially in the luxury market, they don’t do that because it is pretty much double the work. Even though on the frontend, I make it very clear that it’s one line, one collection of womenswear, on the backend, I have to treat it as two separate categories. Everything that I do, I sample in a size zero/two and in a sixteen/eighteen and that way I can see all the fits and make changes, tucks, different darts, different placements in the styles for the right size.”
KAREN COHEN MeMoi
On Creating Inclusive Marketing and Store Experience LEONIDAS MONEDAS CEO & Managing Director, MAT Fashion “In Europe, the [idea of] plus-size styling to some people is ‘classic,’ that it is for your mother or your aunt; here in the US, the mentality is a bit better. So, we use plus-size models online, on Instagram, on TikTok, incorporating that into the community where our customers will find the posts. We have a saying: if people are coming into the store because they see something in the window or something they like, when they are in, there has to be something you can sell [to them]. Even if you start small, with a necklace or accessories, or one-size-fits-all, you are building [an audience].” ALL PORTRAIT PHOTOGRAPHY BY HAILLEY HOWARD @HAILLEYHOWARD
LEONIDAS MONEDAS MAT Fashion
SS24 WOMEN’S SEASONAL STORYTELLING TO RETAIL TRENDS MELISSA MOYLAN, VP, WOMENSWEAR, FS
1. ILLUMINE “The meaning of the word ‘illuminated’ means those who shed light; what does that mean in the scope of fashion? It’s all about breaking down these current constraints and building up a [new] world. We like to think of the illuminated woman as somebody that breaks down barriers in a respectful, yet progressive and pure way,” said Moylan. She also noted to look for key themes in this trend such as relaxed tailoring, sheer and transparent fabrications (especially layered), and palettes of neutrals, yellows, and greens. Critical key items include crochet knits, highwaisted bottoms, and the denim skirt.
2. ARLOR Described as an “enticing” trend story “very much in touch with sensuality and exploring hyper femininity,” Moylan pointed out that this evening-inspired theme does not rely as heavily as past seasons on body-con and sexy silhouettes, but rather lingerie-influence through beautiful and soft, slinky shapes. Palettes—while pink-heavy—depart from the seasons past of saturated Barbiecore shades and move into sweeter pastels, searing red, and orchid. Ultra-femme design details like cascading ruffles stand out, as well as slip dresses as a hero item with bits of decoration through ballerina flats and hair clips.
3. PORTAL “What I love about [this theme] is that it channels this fluid minimalism vibe… and the ease of movement; an effortless wardrobe that transpires in some moments of serene comfort. We’ll also see some activewear influences… speaking to the fluidity and silhouettes that are a bit more moveable and relaxed,” said Moylan. Moylan also notes here that “luminous, hyper” pastel palettes rule; in prints, hazy dyes, sunset effects, and marbling bring a sense of nature meets surrealism. With high-shine surfaces like satin of importance, slick shapes like column dresses and mermaid core influences weighing in, this story embraces combining groundedness with moments of fantasy.
4. CHAMBER At MAGIC New York, Melissa Moylan, VP, Womenswear at FS (a consumer insight and trend forecasting agency), broke down four critical trend pillars for buyers shopping the SS24 season with Informa Markets Fashion President, Kelly Helfman. 66
“This narrative is closely tied and rooted into our natural world. We know that a number of brands and consumers are much more turned on by sustainable initiatives right now… and the way we’re seeing that transpire is with natural materials,” said Moylan. She also highlighted the importance a key item: evergreen silhouette stories for consumers, with a focus on buying less and better. “Overall, the rise of basics has been so important in womenswear. It’s really important to speak to these essential staples within your clients’ wardrobes: the wardrobe builders. Sustainability is part of that, because the consumers are conscious, and they want to do better; they don’t want disposable [clothing]. It’s purpose-driven design.” 67
INSIGHTS ANDREU DAVID DR. CINDY J LIN
DR. CINDY J LIN
CEO & Co-founder, Hey Social Good
PICTURED FROM LEFT TO RIGHT: DON PIETRANCZYK, INFORMA MARKETS FASHION; DR. CINDY J. LIN, HEY SOCIAL GOOD ; ANDREU DAVID, INFORMA MARKETS FASHION
MAGIC + SUSTAINABILITY IN FASHION: A JOURNEY Leadership from Informa Markets Fashion and partner, Hey Social Good joined together on stage at MAGIC New York to discuss how brands and buyers can create long-term strategies for their own achievable sustainability goals.
VP, Experience & Education, Informa Markets Fashion “When attendees or retailers come on to the show, we ask a lot of questions, like what are you interested in [learning about at MAGIC]? A lot of times they’ll say, ‘I want to know about sustainable brands.’ So when someone says, ‘I want to know about this,’ we have a requirement and a duty to make sure when [IMF says] this brand is sustainable, it really is. That’s why this is important. It’s something we’re paying attention to; because if you’re asking, we want to make sure that we’re giving you what it is that you’re asking for. Being here in the city right now, it’s in the middle of Climate Week; people are coming from around the world here to New York to focus on [sustainability] and its importance. We don’t take it lightly.”
“I want to emphasize that it is a journey. There is no one that can become sustainable in 24 hours or even a year, frankly. So if you are a brand or a retailer…thinking about it, I would say that there are some very simple things to do. First of all, make a mental commitment. [Do not] try to do everything under the sun. Try to make a commitment and to do one thing that you’re already really good at. For example, let’s say you are a brand and you highlight your raw materials. That’s one place where you can make a decision to say, ‘Well, maybe we’re going to introduce more sustainably progressive materials.’ Maybe that’s organic cotton, maybe that’s hemp. Maybe for other people, all of that is too hard. You can’t do any of it. [You may say] ‘We have an established business. We can’t possibly make people change.’ You could definitely change your packaging, [as] that is 100% within your control.” “Sharing your sustainable business effort is good for business because you share your authentic story about your sustainable journey, the successes and challenges.” For those who have to talk about your business all the time, well, talk about [sustainability]! Your customers want to know. Talk about how hard it is. That is great content. They feel like they’re connected with your story and your mission, your journey. Then you’ve actually grown a whole community with you. For a lot of the brands who’ve been successful, that’s what they do. The transparency comes through in their story. They’re saying, ‘I can’t be sustainable 100%, but you know what? I’m going to do 5% [to start]. Join me. I’m only going to change one thing. Can you do that with me?’ “That’s another way to think about it from a business perspective. Sustainability is the perfect way to communicate your personal and professional values.”
ANDREU DAVID VP, Sourcing at MAGIC
“Because it all relates to business and business relates to profit, what matters is whether or not [something] is going to bring in profit. But profit comes with passion. If you are passionate about making profit and then you look at your customer base and how many are interested in sustainable products or even in the market that you could be getting if you did sustainable products, then that’s where it all starts.” “I understand, you’re a business, an entrepreneur, possibly, and it’s really hard to make that first step because we’re afraid, right? All our decisions are usually driven by reasons why we don’t [change]. It’s driven by fear. Think of sustainability in the same way as I’m going to take those baby steps and maybe affect one thing in my business, and it could be for the year or two years, and then in two years I’m going to take the next step. In a business, I think we all know it’s about a business plan, right? You have to have a plan in order to have a successful business. So if you create that roadmap and understanding where and when you’d want to make those steps and those decisions, I think then you have success.”
Celebrating a More Sustainable Future This past season at MAGIC New York, we were excited to launch a new program committed to paving a more sustainable path forward for the MAGIC community as a whole. In partnership with Hey Social Good, we introduced a verification program that vets all sustainable exhibitors to ensure all practices are accurate and in alignment with the United Nations Sustainable Development Goals. 2023 Sustainability Awards This program reviews all self-identified sustainable exhibitors through a three-step evaluation process and places them in one of the following tiers:
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Gold Medal – Best Promising Sustainable Brand
Silver Medal – Rising Sustainable Brand Bronze Medal – Emerging Sustainable Brand A critical step of the verification program requires medal-ranked brands to submit additional data for review that allows them to become an “officially verified sustainable brand”. This season we celebrated 14 brands that received a medal recognition, 5 of which received the official sustainable verification recognition as well for their confirmed practices. This is our vital effort to address the growing challenges of greenwashing.
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America & Beyond – Silver Medal Animal Kingdom – Bronze Medal *Bee Bella – Silver Medal (+ Officially Verified Sustainable Brand) Coconuts by Matisse – Bronze Medal *Denise Rae – Silver Medal (+ Officially Verified Sustainable Brand) Just Black Denim – Bronze Medal Memoi – Bronze Medal *MITA Eyewear – Bronze Medal (+ Officially Verified Sustainable Brand) M.Rena – Bronze Medal Poppy & Pout – Bronze Medal Rubyzaar – Bronze Medal *Salrosa – Bronze Medal (+ Officially Verified Sustainable Brand) *Soruka – Bronze Medal (+ Officially Verified Sustainable Brand) Stivali Footwear – Bronze Medal 71
MAGIC NASHVILLE Pack your Cowboy Boots because MAGIC is headed back to Nashville. Be sure to add Music City to your buying journey as this event offers a unique opportunity to shop immediates and holiday preview from our amazing roster of Trend, Young Contemporary, and Contemporary womenswear brands. Here’s a glimpse at some of the fun we had last year in Nashville and save the date for the next edition this April 3-4, 2024. 72
The Power Of Connection + Community This season at MAGIC has been so incredible, and it is all because of you, our community. With so many new finds, connections made, and memorable experiences, we’re taking a look back at some of our most loved moments from Las Vegas and New York.
When it comes to style and trends, our community never disappoints with what they wear to MAGIC. Check out a few of the trends we photographed in Las Vegas and New York. 78
POPS OF PINK
MAGIC BFF Program MAGIC BFF PROGRAM
The MAGIC BFF program is designed for new-to-show shoppers and attendees that want more information around event offerings, what’s new this season, and on-site support for an enhanced and streamlined experience.
FASHION INDUSTRY OPENING NIGHT PARTY
The MAGIC BFF program is designed for new to show shoppers and attendees that want extended information around event offerings, what’s new this season, and on-site support for an enhanced and streamlined experience.
We closed out Day 1 with our entire community at an industry event with a live performance by Ludacris at Resorts World Zouk Nightclub and Ayu Dayclub. 85
MAGIC BFF PROGRAM
Las Vegas Booth Awards Everyone’s a winner at MAGIC Las Vegas. On top of the 9 booth award winners we celebrated this past August in Las Vegas, the MAGIC prize patrol team also spread the love with complimentary flowers. It’s good vibes only as we cheers to our entire MAGIC community this season. Check out our official booth award winners below. Best in Young Contemporary: Hidden Jeans Best in Accessories: Wild as Heck Best in Trend: Beulah Style Best Women-Owned: Aureum Best in Footwear: D’Amelio Footwear Best in Sustainable: Blue Planet Eco Eyewear Best in Modern Sportswear: Place Du Soleil Best in Home, Gift, Beauty: Nod Pod Best New: Wildfox Couture 86
MAGIC BFF PROGRAM
Nashville Booth Awards We were so excited to launch our Booth Awards at the April edition of MAGIC Nashville. Check out this season’s winners below: Best in Trend – Sofie The Label Best in Young Contemporary – Flag & Anthem Best in Modern Sportswear – Michelle McDowell Best in Accessories – Salty Cali Best in Footwear – On the Roam by Jason Momoa Best in Home, Gift, & Beauty – Eleven Point Best Sustainable Brand – Hustle N Holla Best Woman-Owned Brand – Brenda Grands Jewelry Best New to Show Brand – RESET by Jane
MAGIC BFF PROGRAM
New York Booth Awards The MAGIC booth awards are always a favorite on Day 2. Check out our official booth award winners from the New York September edition below. Best in Young Contemporary: Astrid Clothing Best in Accessories: Ryan Simkhai Eyeshop Best in Trend: Inked by Dani Best Women-Owned: Ruby Zaar Best in Footwear: Chinese Laundry Best in Modern Sportswear: Lola River Best in Home, Gift, Beauty: Inked by Dani Best New: Sal Rosa
BE A PART OF THE MAGIC. JOIN US AT AN UPCOMING EVENT. THANK YOU TO OUR SPONSORS: Crescent D’Amelio Footwear Emory Park Faire Lightspeed Commerce Inc. Manifattura Di Valduggia Spa Olivaceous Sal Rosa
A SPECIAL THANKS TO OUR SHOW PHOTOGRAPHERS IN LAS VEGAS AND NEW YORK: LAUREN JOYCE @laurenjoycephoto STEFF WALK ABBEY ANDERSON @thruabbeyslens
JANUARY 8-9, 2024
FEBRUARY 13-15, 2024
FEBRUARY 20-22, 2024
APRIL 3-4, 2024
ON KARIN (LEFT): SWEATER AND SHORTS BY MOD REF; BELT BY MOST WANTED ON CASSANDRA (RIGHT): TOP, T-SHIRT AND SKIRT BY SADIE + SAGE; JEWLERY BY RAD + RAE
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