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Welcome To The New Year

Promo Magazine Business Insider

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he Promo Business Insider explores how visionary ideas take root and ripen into successful businesses, whether they are established on the strength of a single vision, brought about by the power a partnership or serve to create communities. Join Michael Suber and Promo Magazine team as they visit more than 40 brand owners around the world and explore the myriad ways in which the pursuit of meaning and passion, and the experiences of dissappointment and defeat can motivate professional success. Featuring insightful interviews with leaders from the worlds of publishing, fashion, design, and beyond. The Business Insider captures the ambitions and realities of today’s creative class and offers tips, advice and inspiration for anyone hoping to forge their own professional path.

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“Becoming a successful brand owner extends beyound the imagination and strength of one’s idea and the ability to profit from them.” -Michael Suber

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FOUNDER & EDITOR-IN-CHIEF Michael Suber CO-FOUNDER & BRAND DIRECTOR Waverly Gunter CO-OWNER Lendell Simmons CREATIVE DIRECTOR Vanessa Bennish EDITORIAL DIRECTOR Michael Chaney

Promo Magazine

ISSUE 50 All rights reserved, no part of this publication may be reproduced, distributed, or transmitted in any form or by any means, including photographing or other electronic or mechanical methods without prior written permission of the editor, except in the case of brief quotations embodied in critical reviews and certain other noncommercial uses permitted by copyright law. For permission request, write to the editor, addressed “Attention Promo Permission,� at the address below. info@promomagazinenyc.com www.promomagnews.com The Views expressed in Promo magazine are those of the respective contributors and are not necessarily shared by the company or its staff. SUBSCRIBE Promo is published monthly. To subscribe, visit https://promomagnews.com/purchase-digital/ CONTACT US If you have any questions and or comments, please write us at info@ promomagazinenyc.com. For advertising inquiries, get in touch at submission@promomagazinenyc.com

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Maliparmi Spring | Summer 2018

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Part One

Editorials

16 Kat + King 24 Inner Reflections 28 The Young & Small Fashion Clique 36 The ARGONAUTS 50 My Best Nightmare

64 #Girl #Daily #City 76 SCALE 86 Oh Paris 92 Industrial Expression

58 BLOW

Part Two

Features

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Touchland CEO & Founder: Andrea Lisbona Vives

Interview: Elo Durand

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AMCONYC Founder & CEO of AMCONYC Adriana Marie

Interview: Chanel Joan Elkayam

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Interview Fashion Photographer Laura Daria Pezzini

Top 5 designers

62 Interview: Brittany Chenault

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G-Star RAW RESEARCH III BY AITOR THROUP - MEN

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G-Star RAW RESEARCH III BY AITOR THROUP - MEN

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50 Promo Magazine

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ISSUE

WELCOME

A

s we developed this issue of Promo, across the United States fashion brand owners were using their tremendous visibility to dra attention to racial inequality, discrimination and the disproportionately high rate of police violence against people of color. By taking a knee or raising a fist to the industry who is suppose to be all about equality and acceptance. The essence of this issue shows how to peacefully show and illustrate the beauty of ever race around the globe. The fashion industry has become more diverse, more inclusive. More open. It is less them-vs.-you. It is us. Yes, fashion still has its flaws. Designers often still have tunnel vision. The industry still makes head-smacking gaffes. There are far too many cases of profound insensitivity and cavalier cultural appropriation. (Will those Kardashians ever learn?) But in the past decade, it has opened its doors to more people of color, plus-size women, transgender women and those who simply don’t fit the industry’s classic definition of beauty. Most importantly, fashion is talking about diversity in more nuanced ways - and learning from its mistakes. the conversation about diversity has expanded to include the role of immigrants in the industry and the rights of women. Diversity is not just about the imperative of an inclusive runway. It is also about identity: both personal and national.

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INTERVIEW

Touchland CEO & Founder: Andrea Lisbona Vives

Exploring the tech world of fashion, we also explored the innovative consumer good industry which is quite fascinating in a way. Touchland is an innovative brand that expands on portable and fashionable hand sanitation. When had the pleasure in talking with CEO and Founder Andrea Lisbona who is extremely creative and innovative when it comes to consumer goods. She explains her brand and what it's all about. You can find out more by visitig www.touchland.hu.

Q: What is Touchland for those who may not know already? A: Touchland is redefining the way individuals and businesses take care of their health by taking hand sanitizing experience to a whole new level. Hand hygiene is the simplest way to stay healthy and that’s why we have combined design, technology and high-quality ingredients to create the most innovative sanitizing solutions in the market. Q: What is your typical day when running a brand like yours? A: A chaos, it’s never the same. I like to be involved in all the processes but at the same time I love to delegate on people and let them do their job. So my day is always different from the day before: businesses, distributors, agencies, suppliers, innovation.. and that’s how I could never get bored. Q: In a brief description, how do you approach the business side of fashion and retail? Your products look fashionable and accessible when needed. A: We are upgrading hand sanitizing experience to a whole new level and that’s why we have created the first premium hand sanitizer dispensers and mists. Smart KUB is the first smart hand sanitizer device for businesses and households that allows you to efficiently manage your hand hygiene and have a real time water-saving counter. Our carry on solution is beautifully designed to fit in every pocket and handbag and it comes in 8 awesome fragrances. But the most pleasing part of our products is our aqueous sanitizing formula that contains high quality natural ingredients and it leaves your hands softer & moisturized (it evaporates fast and avoids the sticky sensation of gel sanitizing solutions in the market). Q: When you cater to your consumers, do you look for a pattern within your analytics to better serve them? If so, how do you go about that? A: Yes, we use different analytic parameters to understand customer behavior in our different platforms of interaction and better serve them. Q: We ask this questions to every brand owner. What is the biggest factor when you come up with a new idea for your brand? A: To me there are 2 main factors (I can not pick only one of them as probably one without the other would mean to fail). The first one is to truly believe in your idea (because there’s going to people trying to give you reasons not to go for it, so you have to believe in it more than anyone and you have to know exactly why your idea is worth of your time and will succeed in the market. The second one is perseverance, and that’s for me the hardest part, because it’s not about the idea, it’s about implementing it. As most ideas die when implementing them. So you have to be ready to fall thousand times and be ready to stand up one after the other. It’s not easy, but I must say that to me, it’s been worth it. Q: How do you measure your customer satisfaction? A: We use different parameters from surveys to website parameters. We listen to our customers and always are willing to find a way to solve any need they might have. We always say: it takes years to build trust and it takes a second to lose it, so that’s why our main goal is customer satisfaction. Q: As the owner, do you see yourself more on the design side or more on the business side? Or is it pretty much balanced? A: Both, I am a very creative mind but at the same time I was born as a sales person. Even when I was in school, I always had arguments to achieve what I wanted. So I would say that as an owner it’s pretty much balanced. Q: Who are your target consumers & how do you get them to look at your products? A: Our target customers are quite varied. Everyone that has hands and interacts with their environment is a perfect candidate to be our target. We also feel that our target (either business and individuals) is a target that looks for something more than a function, our target appreciates design, cherishes a good experience, loves technology and wants to find sustainable solutions to make an impact in the world (every time you use touchland to wash your hands, you are saving 2 liters of water to the planet). Q: On average, what would you say to how many shows you have put together in a year? A: Countless, I am a very active entrepreneur so I love to be speaking at events, presenting my startup story and empowering other people to fight for their dreams. Touchland marketing crew is always looking to launch cool events to spread our message. Q; How would you describe yourself as a person? New York City

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A: Well, for what most people say about me: I am very stubborn, active and strong person. I never take no for an answer and if I believe in something I won’t stop until I get there. I am also a very humble person. One of my favorite quotes is: “two things define you, your patience when you have nothing and your attitude when you have everything”. So that’s my life motto. Q: At the end of the day, what do you look forward to beside working? A: Spending the few time left of my day with my family and my DOG! I love coming home and playing with Chippy, my 3 year old crazy schnauzer, he makes my day. Since I am always so busy and travelling, I appreciate very much the time I spent with my family (and when I am with them, no phone, no computer.. only quality time) Q: If you could partner with any company, who would it be and why? I’d like to partner with many brands that are aligned with our “high five living” motto, brands that want to make an impact in the world & that not only make business but also empowers people to live to the fullest. There’s many cool brands that I see Touchland partnering with: Airbnb, Wework, Adidas, Lulu Lemon, Equinox, etc. Q: We see that you teamed up with Leanelle for breast cancer awareness month, can you tell us a little more about that? A: Laia (the founder of Leanelle and a good friend of mine) and I, besides making business, we want to make an impact in the world through our companies and that’s why as two business women, we decided to support one of the sicknesses that affect more women around the world. We provide free touchland hand sanitizer sprays on every handbag sold and then 5% of the sales goes to National Breast Cancer Foundation Inc. Q: We are big on fashion here and we have to ask, what is your go to outfit on a nice fall day? A: My must: JEANS! I love jeans (Mom fit jeans), cute loafers or sleepers (very comfortable), a white t-shirt and my bicker leather jacket. In Barcelona, fall is still very warm so it’s one of the best seasons of the year, not too hot, not too cold. Q: I see on your instagram you travel a lot. What are your five must haves when traveling through the airport? A: The 5 must haves that I always bring with me are: my make up / skin care bag, sunglasses, comfortable sneakers, power bank, and touchland hand sanitizer spray (of course!). Q: If you could relocate your headquarters, where would you move to and why? A: We are actually relocating our headquarters by the beginning of 2018 to New York, and why? Because New York is the perfect city to launch our design smart new line of products. We expect to inaugurate our showroom very soon so our customers can come and meet all the new features we are bringing in the market. Q; Who excites you the most (Celebrity) & why? A: Amancio Ortega, the founder of Inditex. It amazes me how a person can build from cero an empire like Inditex. I have never had the pleasure to meet him but I would love to. He is also an incredible hard worker with more than 80 years old, even if he is one of the wealthiest men in the world, he stills wakes up early to go to the office like he did when we started. This is something that says a lot about him. And the reason why, is because Inditex is the work of his life and it is his home. That’s how I want to feel with Touchland. Q: What does a typical day look like for you when your not berried in your work? Or do you work like most people 24/7? A: Yes, I work 24/7 but it doesn’t even feel like work. We are so excited with all the growth and good feedback from the customers and distributors that we are connected all day (and all night!). Since we work with many different time zones, we have to be connected all the time with the team around the world. Q: How is your agency different from others? A: Creative, very creative and a little bit crazy. Since we are revolutionizing a commoditized and mature industry so you need to think outside the box. You can not follow the path and expect different results, so the way we communicate, create & work has to be completely different from traditional hand sanitizer companies. Q: What are your world-dominating goals? A: Our goal is to become leaders in innovation and design of the personal hygiene industry. We want to continue innovating and creating solutions that improves everyone’s health and that people actually enjoys with it. It’s not only about being functional but also ensuring that customer has the best experience with it. 14 | PROMO | www.promomagnews.com

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"I am a very creative mind but at the same time I was born as a sales person." -CEO & Founder: Andrea Lisbona Vives

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Corset: The Emma Bow Pants: Mariah Palazzo

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Dress: The Rosalie Dress

Cat King +

Photographer: Evgeny Popov | Retoucher: Tatyana Chebotareva | Fashion Designer: Cat + King | Fashion Designer: Cat Rocchio | Assistant: Gabby Denaro | Set Designer: Colin Lytton Model: Irene Stepanenko | Model: Irina Pavlova | Assistant: Eric Bouthiller | Videographer: Patrick Chen | Makeup Artist/Hair Stylist: Aleksandra Sasha Nesterchuk | Wardrobe Stylist: Angela Vanderstraeten New York City

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Top: The Marisa Ruffle Pants: The Mariah Palazzo

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Dress: The Angela

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Romper: The Beatrice

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Top: The Elise Pants: The Mariah Palazzo

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Promo Magazine Top: The Elise

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Top: The Azariah Ruffle

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Reflections INNER

Mirror Collection

Photographer/Retoucher: Nathalie Holmberg | Makeup Artist: Dave P Waterman | Model: Natasha Maymon @Giant Management | Model: Jade Bicheno @J&R Management Makeup Artist: Jess Jenkins | Fashion Designer: Bird Skin New York City

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Photographer: Suzan Alberts | Model: Matthys Kuyvenhoven @EMBRACE model management | Model: Lenny Kruider @EMBRACE MODEL MANAGEMENT | Model: Milo Birahij @Social For Business | Designer: Evan Menswear

Promo Magazine

The Young & Small

Fashion Clique

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Art Director & Photography: Matteo Malavasi | Stylist: Valentina Rizzo | Make-up Artists: Alice Zatti and Francesca Di Filippo for Club BeautĂŠ Milan | Hair Stylists: Sergio Castiglia and Francesca Riccio for Club BeautĂŠ Milan Models: Annabianca, Dion, Kinga, Martine and Yuliia | Agency: Beyond Models Milan | Location: Cascina Mulini Asciutti - Reggia di Monza - Monza

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Dress & Blouse: Il mercatino di Mima

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Dress: Verdiana & Beniamina Blouse: Il mercatino di Mima

THE

ARGONAUTS New York City

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Dress & Blouse: Il mercatino di Mima Shoes: Zara

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Dress: Gianfranco Ferrè Dress & Top: Il mercatino di Mima

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Annabianca: Blouse: Il mercatino di Mima Dion: Coat:Â Verdiana & Beniamina Kinga: Coat and Blouse: Verdiana & Beniamina Trousers: Valentina Rixo Martine: Shirt: Il mercatino di Mima Yuliia: Coat: Il mercatino di Mima

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Annabianca: Blouse: Il mercatino di Mima Dion: Coat:Â Verdiana & Beniamina Kinga: Coat and Blouse: Verdiana & Beniamina Trousers: Valentina Rixo Martine: Shirt: Il mercatino di Mima Yuliia: Coat: Il mercatino di Mima

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Annabianca: Blouse: Il mercatino di Mima Dion: Coat:Â Verdiana & Beniamina Kinga: Coat and Blouse: Verdiana & Beniamina Trousers: Valentina Rixo Martine: Shirt: Il mercatino di Mima Yuliia: Coat: Il mercatino di Mima

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Promo Magazine

INTERVIEW

AMCONYC

Michael Suber, Founder of Promo Magazine interviews Founder & CEO of AMCONYC Adriana Marie who makes headline every time she shows up in New York.

AMCONYC is becoming one of the most talked about public relations agency during fashion week and the off season because it establishes a community that brings fashion designers and artists to one place to showcase their work. It is an agency with endless possibilities and an overwhelming opportunity to connect with brand owners and influencers. Adriana Marie talks with us about her agency and what it's core value and purpose is within the fashion industry. You can find the agency at www.amconyc.com.

Q: When did you start AMCONYC? And what does it stand for? A: I started the company in 2014 legally. I created the concept from a popup store I put together iin 2013 when I needed a hashtag and hashtags were all the rage. It stands for Adriana Marie Co New York City. I used to have a clothing line and when I did events, I came up with that hashtag and it became a thing. I soon discovered that emerging brands needed the exact service I was doing for myself so instead of changing the name they all grew to know, I kept it.

A: When catering to our customers, we learn what their goal are first. From there we derive a plan and strategy to execute. Q: We ask this questions to every brand owner. What is the biggest factor when you come up with a new idea for your brand?

Q: What is your typical day when running a brand like yours?

A: Research and follow through.

A: A typical day is not typical at all. Things can change by the minute. I run all of the day to day operations. A lot of emails, conference calls and meetings typically.

Q: How do you measure your customer satisfaction?

Q: In a brief description, how do you approach the business side of fashion when you first started? A: Well, my background is business and I’ve always had the common knowledge that fashion is a business so I always approach it from a business standpoint rather than a creative standpoint. 46 | PROMO | www.promomagnews.com

Q: When you cater to your consumers, do you look for a pattern within your analytics to better serve them? If so, how do you go about that?

A: Whether or not we get big hugs after each event or campaign. Ha ha. But mostly, through our case studies. We do a case study on most of our clients so we know what their thoughts are on our services and how their satisfaction level is. I get on the phone with almost everyone to ask them about their experience. Q: As the owner, do you see yourself more on the design side or more on the business side? Or is it pretty much balanced? New York City


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A: Mostly the business side. Creativity comes with each campaign and each pitch so we have to be creative with that. We have to know our client in order to get into the creative side of it. Q: Were there any setbacks to getting your label off the ground? How did you overcome that? A: With AMCONYC, no not really. The first couple years I spent a lot of time doing research and outreach. Getting people to know that we existed was the only challenge. But, I wasn’t a setback. Q: Who are your target consumers & how do you get them to look at your products? A: We don’t have products that we sell. We have services that we offer. Our market is mostly the emerging brand or person trying to get known in their respective industry. We get their attention by doing great work for our current clients. Most of our business comes from referrals which is great. Q: On average, what would you say to how many shows you have put together in a year? A: Each year, at least 15. Q: How would you describe yourself as a person? A: Hardworking, considerate and determined. Q: At the end of the day, what do you look forward to beside working? A: Spending time with my significant other and cooking dinner. Q: What made you so interested in becoming brand owner? I know many people want to own their own business but they don’t know what it takes to run a business. A: I became interested after I had my shot at corporate fashion life. That was my goal and dream. I discovered very quickly, that wasn’t the life I wanted for myself and I wanted to give and get more out of being in fashion. That’s when and why I created my own clothing line. It wasn’t easy and I made no money most years, but it led me to my true calling, AMCONYC, and I am able to help and give my knowledge to other brands who are going on that same journey. Q: This is a little side note, did or do you exercise the creative side of brain by painting, playing an instrument or whatever?

Q: Did you ever see yourself to be so successful in establishing a known brand? A: Yes. I have always had big dreams and I’ve always seen myself being successful. You wouldn’t think that by a glance but I am very hardworking and expect the same from my team. We are only as strong as each other. Q: If you could relocate your headquarters, where would you move to and why? A: I recently moved to Miami. My significant other had a job opportunity and I’ve been wanting to move to Miami and expand down there. That is currently where I work from and travel to NY almost every month. Q: Who excites you the most (Celebrity) & why? A: Jennifer Lopez. I love her story and he don’t give a F*ck attitude towards people judging her personal life. I love her success and continued growth personally. Q: How is your agency different from others? A: First, the fact I was in the shoes of my clients is a big difference. I can understand their every need and cater to that. Second, we answer almost every email that comes through. Most don’t. Third, we handle everything for each brand with respect to fashion week. We are literally a one stop shop for them and it’s great because we are reasonably priced, easy to work with, organized and efficient. Q: What are your world-dominating goals? A: If I told you, I would have to kill you :)

A: Nope. I sometimes sing and play the air guitar or drums, but no. I do love to play the two songs I know on a piano but it’s not often. Q: Do you have a favorite designer and or influencer who inspires you? Why is that? A: I have love for all of the designers we work with. I love that they are pushing through the red tape to get their brand know. Q: What is the message of your brand? A: The one message you want people to take from when working with your brand. Connect with us and explore the opportunities. I can’t tell you how many people who work with us go off and connect with others they met at our events. It’s incredible the breeding ground of networking we create with our events. It’s literally one big happy fashion family.

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QUICK

Q&A

Fashion Photographer Laura Daria Pezzini

I

n the overcrowded and saturated fashion indstry, there is always something new to explore. Artists all around the globe have been coming up with ideas and making it a reality to showcase them to anyone who would let them. Although, there are a few artists who wait for the opportunity, and plan for the right time to showcase because quality overweighs qantity. In this interview, Fashion Photographer Laura Daria Pezzini talks with us about her creative process and how she expresses herself in the creative community.

Q: Do you agree that you are challenged everyday to create something that has never been created before? A: I think that in fashion photography it’s really difficult to create something completely new so I justtry to stage what’s on my mind in my own way knowing probably someone else already did something similar. Q: Can you describe your creative process? What do you look for when creating a shoot and do your shoot line up to

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be what you expected? A: When I have a new idea for a shoot I speak about it with my team and everyone does it’s job but I like to have everything under my control. I usually have a distinct image in mind and I try to stay true to the initial idea untill the end. Q: You have to have a favorite artist in mind that drives your creativity or inspires you, who is it?

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A: I follow and love tons of photographers. A few which works really touches and inspires me are Arno Rafael Minkkinen, Tim Walker, Miles Aldridge Chen Man, Solve Sundsbo … Q: In the artistic world of photographers, do you see yourself not only trying to achieve your perfect shoot but also being known for your work? A: Well, I’d love to be known for my work, but I don’t pretend to be famous. -If you had to pass on a suggestion for someone starting out in photography, what would you tell them?

A: I have had several artist that inspired me through times. I’ve loved Gustav Klimt when I was in high school, lately I fell in love with avant-guarde artists . Q: How would you describe yourself as a person & artist? A: I’m a shy one, I talk about myself better through images than words. Q: How did you know you wanted to be a photographer? A: I realized I wanted to be a photographer because I really enjoyed taking pictures and tell stories with the help of a camera.

To be passionate and true to theirselves. -How is your style of photography different from others different from any other photographers? My pictures are quite punchy/colorful compared to the pictures we are more used to. -What are your world-dominating goal. I’m a thoughtful person and I try to reach my goals step by step. In the future I hope my editorials will be published in big magazines such as Numerò, ID or even italian Vogue ( which is considerd almost unattainable by italian photographers), but if it will just remain a dream I’ll be happy anyway if I can make a living by it.

Q: Do you have a favorite photographer who inspire you? Why is that?

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Promo Magazine Jumper & Headband: Alex No design Silk Trousers: vintage Boots: Angelic Imprint

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Promo Magazine Jumper & Headband: Alex No design Silk Trousers: vintage Boots: Angelic Imprint

My Best Nightmare Photographer: Raisa Kanareva : Designer, stylist, MUAH: Alex No | Model: Alex No | Location: Saint-Petersburg city, Russia. New York City

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Jumper & Headband: Alex No design Silk Trousers: vintage Boots: Angelic Imprint

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Promo Magazine Top: Alex No design Trousers: vintage Boots: Angelic Imprint Knight's Glove

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Promo Magazine Jumper: Heart & Soul Boots: Angelic Imprint Kilt: Alex No design

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Skirt: Kralova Jacket: Arantxa Morcillo Boots: Zara

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Dress: Kralova Shoes: Ponce Quintana

Photographer: Cinzia Newoman | Wardrobe Stylist: L'showroom Comunicaciรณn | Makeup Artist: Lorena De La Guerra | Model: Claudia Duharte | Fashion Designer: Natalia de Lara Fashion Designer: Arantxa Morcillo | Fashion Designer: Kralova

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Skirt: Kralova Top: Arantxa Morcillo Boots: Zara

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Dress: Natalia de Lara

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Interview

Brittany Chenault Wardrobe Stylist

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any wardrobe stylists love the idea of providing the perfect look for the occassion for other people because fashion provides an unspoken word where you can wear something and it saya everything about how you are feeling or your characteristic. So we interviewed Brittany Chenault who explains her objective which is to inspire and leave a legacy, not only for her family and loves ones, but for any individual searching for something to ignite their fire for them to want to start or keep going with their; dreams, goals and aspirations. And as a creative she feels it's imperative to stay true to you and the stories you cultivate in your book of life. As a Wardrobe Stylist & Creative Director she only hopes to create amazing work that influences other great artist. Q: How did you know you wanted to become a fashion stylist? A: To be honest, there was never a specific, “ah ha” moment of me knowing I wanted to be a stylist in particular. I’ve just always had a love and respect for fashion and style since I was a little girl spending hours playing dress up in my walk in closet. But the day my mom gave me my first Vogue magazine, I always knew I wanted to be a persons some how contribute to the world of fashion. Q: In the oversaturated world of fashion, how would you describe your work? A: A little crazy, a lot of sexy and cool

Q: Name the top three things in your styling kit that are must-haves?

1

Double sided tape

2

Safety pins

3

Portable Steamer

Q: How did you prepare for a career in styling? A: When I moved to New York I literally knew no one and nothing starting out. So I immersed myself in all things fashion. I did an extensive amount of research of different brands and companies I could work and intern with so I could have a better understanding of the industry. I got my first internship with Zac Posen in the PR department, stayed for about month then got an internship with a production company working with brands like; Pamela Roland, Diesel and Alexander Wang for Fall/Winter fashion week. After that I immediately got a internship at Zink Magazine working in the editorial department that eventually transpired to me working with the in house stylist as an assistant.

Q: Advice for the up-and-coming fashion stylists up there? A: You are your own competition. Never compare anyone’s success to yours, everyone’s journey is different. Surround yourself by good company and stay true to you and your brand. Always be open to learn. Work hard and have fun!

Q: How do you stay up to date on current trends? A: I’m more about setting the trend, but I do use social media, magazines, blogs and just everyday life as inspiration to my creations Q: How important is Fashion Week to you? A: Very, Especially haute couture. It’s beyond just everyday clothes, it’s art. And the art that is created is always so inspiring.

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Top: Boohoo Skirt: Kookai Earring: KA Jewelry

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#Girl #Daily #City Sunglasses: Sheriff and Cherry Blazer: Marc Jacobs Top: Boohoo Skirt: Perfect Stranger Earring: KA Jewelry

Photographer: Bora You | Hair & Makeup/Makeup Artist: Alina Gladcenco | Model: Irina Saunders @21

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Sunglasses: Sheriff and Cherry Blazer: Marc Jacobs Top: Boohoo Skirt: Perfect Stranger Earring: KA Jewelry

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Sunglasses: Sheriff and Cherry Blazer: Marc Jacobs Top: Boohoo Skirt: Perfect Stranger Earring: KA Jewelry

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Sunglasses: Sheriff and Cherry Dress: The East Order

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Dress: The East Order

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Promo Magazine

Elo Durand INTERVIEW

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reativity comes a long way, and if you can come up with an idea from anything that you look at or experience, then you have a career as an artist. In this interview, we ask Elo Durand similar questions as we asked all of the other creatives to see if their process is similar or different from any other artists. Ele Durand, fashion photographer is one of a kind because she explors the idea of self motivation and creativity and expands on that to where it becomes natural to think in unrealistic although natuaistic way.

Q: Do you agree that you are challenged everyday to create something that has never been created before? A: Of course, but as long as you don’t copy and fuel your own imagination, the outcome will always be some kind of new and different! Q: Can you describe your creative process? What do you look for when creating a shoot and do your shoot line up to be what you expected? A: My main interest has always been to tell stories, long time before even wondering about clothes, make up or any other practical components. When planning a shoot, I always try to focus on the story first and create fictive characters: who they are, what their occupation could be, where they would hang out, etc. Visualising a life for them helps me to consolidate the concept. Second phase of the process is more practical. It’s about coordinating details such as location, styling, hair, make up and the general atmosphere. But that is generally very intuitive if the concept is clear. And when it’s a collaboration, the creatives in those fields have their word to say as well, so it really becomes a discussion! Q: You have to have a favorite artist in mind that drives

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your creativity or inspires you, who is it? A: I’m inspired by a few specific pieces from a lot of different artists, so it would be hard to pick one in particular. That being said, I love painters for the colors and light analyses – that really awakens my creativity! Q: How would you describe yourself as a person & artist? A: Sensitive, determined and open minded! Q: How did you know you wanted to be a photographer? A: I’ve had a camera in my hand for as long as I can remember. At 5 I was already playing around with disposables; then growing up I started borrowing my father’s camera, and the passion just grew on me! However, I only really knew that I wanted to make it my profession when I started my studies at an engineering University back in Switzerland. The only thing on my mind was photography. So at only 17 I dropped off, moved to the United States and pursued that passion. Q: Do you have a favorite photographer who inspire you? Why is that? New York City


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A: I admire the work of Kristian Schuller. It’s always over the top and super glamourous, mixing art and fashion in a skillful manner. Q: Can you describe one of your favorite projects that you have worked on and why was it your favorite? A: I love projects that are out of the norms. A few months back I covered my whole apartment in aluminium foil and shot an editorial with doll looking characters. Telling imaginary stories and creating fictional environments, wether in real life or through photoshop, is what fulfills my artistic nature! Q: We have taken a look at your website/portfolio Online, how do you want the viewer to feel when looking at your work? A: Since a lot of my images are depicting some kind of fantasy world, I always hope for the viewer to allow himself to enter that universe. It’s one thing to see an image passively, it’s another to try to understand it or feel something. Q: Do you ever collaborate with designer brand? A: I try to collaborate with emerging designers and other talents as much as possible. I find partnerships to be very uplifting and challenging – in a great way! Q: In the artistic world of photographers, do you see yourself not only trying to achieve your perfect shoot but also being known for your work? A: Isn’t that what we all strive for? Q: If you could shoot an editorial anywhere in the world, where would you go? Why is that? A: In the desert! The Sahara at sunrise, ideally. There’s something so magical about the dunes, this infinite bareness, and the golden glow of the first morning rays! Q: What was the main reason that you decided to become a photographer? A: I understood very young that I didn’t want to work to live, but the other way around. And that made it very clear that telling stories and having no creative boundaries was were I had the most fun. I dreamed big, but still had my feet on the ground. I knew it wouldn’t be easy every day, but that it would be the most fullfilling kind of life! Q: Tell me about the shoot that you created for us. What was your vision when you created it? A: This was the story of two young and free spirited best

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friends on their way home after another night out in New York City. Unlike composited images, I wanted it to feel real, spur on the moment and very lively. I wanted the audience to be able to relate to the characters. To remember that fun time, that close friend, those wild and never ending parties they went to. Using familiar scenes such as a pizzeria or the Brooklyn Bridge versus totally fictional elements, definitely helped convey that message. But what really made the difference was the models acting roles in their friendship and closeness. They understood my vision and thus were able to bring it to life! Q: To be a photographer, you had to undergo a lot of struggles. What was the most difficult obstacle for you when putting together a shoot? A: Counting on people to show up. Especially with super early call times… Q: Does your personal life ever effect how you compose your shoots or do you have a set schedule/formula that you follow? What is it exactly? A: My personal life and the challenges I’m facing play a huge role in my inspiration prior to the shoot, but not the way I shoot the images themselves. On set you have to be focused, full of energy and excel in your own skill set. Q: Who excites you the most (Celebrity) & why? A: I’m not a big fan of the celebrity scene, but I try follow what’s going on… At least the highlights… Q: If you had to pass on a suggestion for someone starting out in photography, what would you tell them? A: Shoot as much as you can, collaborate with lots of talented people and don’t be shy to show your work! Q: How is your style of photography different from others different from any other photographers? A: Photographers usually excel in specific photography genre – beauty, fashion, commercial, etc. - but I found my work to be constantly oscillating between fashion and fine art. It’s a sweet spot were surreal elements are mixed with meticulous fashion styling. And although it’s difficult at times to relate or feel like you belong to a specific category, I love that fine line where my work stands and plan on expanding it even further! Q: What are your world-dominating goal. A: To stay inspired and accomplished creatively, and to grow not only as an artist but also as person!

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STORY

Crack Of Dawn By: Elo Durand

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ine Art being my primary photography background, my main interest has always been to tell stories, long time before even wondering about clothes, make up or any other practical components. When planning a fashion shoot, I always try to focus on the story first and create fictive characters: who they are, what their occupation could be, where they would hang out, etc. Imagining a life for them helps me to consolidate the story. In this case, I thought about two young and free spirited best friends on their way home after another night out in New York City. Being part of the upper class, they wouldn’t be afraid to show off sometimes. Their arrogance and exuberance is in fact what would make them, them. For this editorial I wanted to accentuate the carelessness. With the hair being undone, the makeup slightly imperfect and the attitude drained, it all contributed to this end of the night look. The challenging part was to balance this sublte mix of glamour and grunge, without falling into

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trashy ambiances. Therefore, we tried to keep the styling as clean and elegant as possible, while remaining true to their characters. Posing also played an important role in conveying the story. I was pleased to work with models who understood my vision. Having worked as Art Manager for a lifestyle photographer this past year, I learned to appreciate the “undone”, the cheerful and the spur of the moment feel in images. Therefore, for this particular story, I wanted to aim in that direction. Although this was exclusively a fashion shoot where advertising the clothes was still the main objective, I wanted to do it in a spontaneous looking manner, rather than through refined, classic, fashion poses. I wanted the audience to immediately be able to relate to the characters. This idea influenced several other creative decisions. One of them was choosing familiar locations: the subway, a pizzeria, and the Brooklyn Bridge. These commun places should be contributing to the audience’s reminiscence.

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Another factor was the credibility of the character’s friendship. Working on the closeness was important in order to convey familiarity. The idea was for people to recall of their own college friend, or their current best friend – any person with whom they themselves would have shared experiences with, and made memories together. And to be very sincere, a lot of the inspiration in my photography comes from real life observations. Being 21 years old myself, I have experienced the late night into early morning transitions numerous times to be able to convert it into a fashion story. I believe it is important to be able to relate to your subjects. In fact, it makes the whole experience and outcome more convincing. Although my fashion photography is never a self portrait in any way – leaving that to the fine art world - I do occasionally pull elements from my own life, should I be stuck in the creative process. In this case, thinking of my own best friend of 10 years helped me to immerse myself in the story. Another valuable source of inspiration is simply America. Americans might not realize it, but being originally from Europe, there are so many details to notice and utilize. In fact, I find it facinating how Americans romanticise Europe and vice versa. But in my case I was lucky enough to experience both worlds. Growing up in Switzerland, I was immersed in the rich and diverse culture, the beautiful nature and the high quality of life. And then moving to America 4 years ago, I experienced the fast paced city, the endless opportunities and the great open mindness.

oily slice of pizza, the cup of coke, etc. I don’t expect natives to understand, but to outsiders these details come a long way. On another note, this project was a lot of fun to complete because I had the chance to work with an amazing team. The makeup artist, Karl Sanchez - also from Europe – was just arriving from San Francisco, where we

had met and worked together a few years back, to settle in the Big Apple. Coincidently, Crack of Dawn was our first project together in NYC, which got us both very excited to be reunited and plan further projects together. Regarding the hair stylist, Magalie Kippelen, she has also been a friend of mine for a few years. We met during the Tour de France Photo 2014, and were both eager to plan more projects together, but our respective locations did not allow us that privilege for a while. Except when she flew from Barcelona for an entire week to be able to undertake a few artistic ideas of ours. To conclude, not only was this editorial a creative fulfilment in terms of utilizing current and various inspirations, but it has also been incredibly fun to be able to team up with long time - and extremely talented - friends.

While I love both worlds, there will always remain a fascination for America. In my daily life, I’ve learned to notice details that makes me so fortunate to be able to live in America. In this story, I tried to communicate that american appeal: the subway station, the american flag on the train, the Brooklyn Bridge, the skyscappers, the diner, the

Photography: Elo Durand | Hair: Magalie Kippelen | Makeup: Karl Sanchez @Look Artist Agency | Styling: Elo Durand | Model: Olya Jay @Crawdfords Models NY | Model: Kaya Saminina @vo!models @women_paris New York City

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Promo Magazine

Interview

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Chanel Joan Elkayam Fashion Designer

hanel

A

s a fashion designer, you are challenged everyday to make sure that what you create is something worth wild. It has to have a meaning or be related to a season. And with that, it has to fit the demographics of who you are selling it to. So we talk breifly with Chanel Elkayam and she gives us an idea how she goes about doing that.

Q: Why did you choose a career as a Fashion Designer? A: Being a fashion designer means fulfilling my childhood dreams. Q: What trends do you currently see in the fashion industry? A: I choose to not look at trends as i feel it interferes with my creative process. I do not want to follow the crowd, I have my own style. Q: What skills are important for a successful career in fashion design? A: Determination, creativity and knowledge in textiles/colour palette. Q: What are your goals as a Fashion Designer? A: Currently I wish to sell my collection in Bergdorf Goodmans in the USA and Harrods in the UK. Q: If you could design clothing for anyone in the world, who would it be and why? A: Melania Trump the first lady of America because she is sophisticated and elegant. Q: How well do you take criticism? Give me an example. A: I dont get offended from criticism. People have a right to express their own opinions. Q: How do you categorize your work? Simplistic, futuristic, enjoyable etc. A: Luxury and elegant

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SCALE Promo Magazine

Photographers: Emmanuel Porquin | Tyler Henson | Darien Henson Model: Brianna Monae 76 | PROMO | www.promomagnews.com

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Haut Jaune: Scotch & Soda Jupe: kalyah Manteau: Openning Ceremony Botte: Hunter

Photographer: Mona Perron Model: Ariane Ducasse Styliste: Thibaud Romain MUA: Valeria Lera Stechenko Hair: DjĂŠmila Berrembou Fruchon Assistant Styliste: Eva Le Bouedec 86 | PROMO | www.promomagnews.com

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Paris

Oh New York City

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Pull: la prestic ouiston Tulle: I.d sarrieri Robe: Fine edge Sac: StĂŠe Botte: Lavorazione artigiana

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Promo Magazine Pull: Fine Edge Manteau: Scotch & Soda Robe: kalyah Pantalon: I.d serrieri

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Manteau: le mont st michel Robe: kalyah Sac: stĂŠe Botte: Hunter

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Industrial Expression Photographer: Karolina Harz | Stylisation: Dobrochna Rawicka + Małgorzata Ejmocka | Model: ŝaneta Sitko @Rebel Models | Make-up: Simona Petrucci | Hair: Anna Nerko

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Shirt: PAULINA BIERZGALSKA-SIKORSKA Skirt: MAX MARA/FASHIONCODE.PL

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Skirt: PAULINA BIERZGALSKA-SIKORSKA Dress: ANNA SOLAN FASHION DESIGNER Jacket: FASHIONCODE.PL Shoes: BERSHKA

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Jacket: PAULINA BIERZGALSKA-SIKORSKA Shoes: DEICHMAN Jumpsuit: NEW LOOK

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Skirt: OKULT Blouse: NEWLOOK Dress: SPIRIT DESIGN BY MARTA ZLOTNIKIEWICZ Shoes: BERSHKA

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Sweater: PAULINA BIERZGALSKA-SIKORSKA Trousers: OKULT

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5 Promo Magazine

Top Designers

These are key designers to look at during the 2018 year that has made an impact over the past 2017 year and now coming out and showcasing their wonderful and elegant designs for the 2018 year when fashion takes a turn to a new trendy season.

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Xacus New York City

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Super Duper Hats 100 | PROMO | www.promomagnews.com

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ASOS New York City

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Alessia Xoccato 102 | PROMO | www.promomagnews.com

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Marni New York City

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PROMO MAGAZINE NEW YORK CITY

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Fashion-Issue 50  

PROMO MAGAZINE ISSUE 50 INTERNATIONAL FASHION EDITION 100 PAGES The International Fashion Edition Showcases some of the most talented fashio...

Fashion-Issue 50  

PROMO MAGAZINE ISSUE 50 INTERNATIONAL FASHION EDITION 100 PAGES The International Fashion Edition Showcases some of the most talented fashio...