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Emmanuel is a New York based portrait photography lover. His work has been published in books and magazines. Most recently, many of his hand-selected photos were shown in exhibitions including New York’s Lio Malca Gallery (June ‘09), the Austrian Cultural Forum (January ‘10), Sao Paulo’s MUBE (May ’10), and Singapore’s AAF (Sept ’10). In 2013 he released two photography books ‘Taglines’ and ‘41 Pit Bulls’. In addition to his passion for photography, Emmanuel is a global executive for one of the world’s largest advertising network.

Hoon Kim C R E AT I V E D I R E C T O R

Hoon Kim is the co-founder and creative director of Shopcade. He manages both the introduction of new features on the app as well as working with global fashion correspondents and content partners to ensure that today’s most culturally relevant styles and scenes are featured on Shopcade. Prior to Shopcade, he developed award-winning campaigns and designs for youth culture brands such as Levi’s, Adidas, and Playstation. He also loves snowboarding, thumpy electronic music, and burritos, in that order.


“Swag Report” is an official monthly selection of the freshest trends as seen on fashion icons of today, chosen by the influencers behind the global mobile fashion app Shopcade. The March issue focuses on the city of London, a place defined by eclecticism as seen on its urban sartorial gents, glam rock divas, and sneakers-toting unisex styled gals. In this issue, you will find everyone from street fashion photographer Garcon Jon in Spencer Hart to Youtube fashion presenter Mariette Immaculate in a Simpsons T shirt, and get a glimpse of what is hot, who’s wearing it, and how it’s worn, right now. You can shop all the looks in this “Swag Report” on Shopcade, a mobile fashion app showcasing daily looks as seen on celebrities, bloggers, and fashionistas from around the world.

TONI TRAN @tonitran

Toni, better known as his blogger name “Fashitect� is an architectureinspired menswear fashion & lifestyle blogger. Always unexpected and unpredictable in his style, Toni mixes modern twists with a refreshing touch to his outfits. Started in March 2011, Fashitect began blogging after he graduated his architecture studies, and used blogging as a way to showcase his design,

Burgundy suit: Next, Shirt: Topman, Sandals: Forever 21, Retro Opticals: Myoptique, Watch: Icewatchuk

photography, styling, and art direction sensibilities. For Toni, everyday is limitless and finds beauty in “being prepared for the unexpected, unpredictable future at a time menswear is developing� like he is himself. Follow Toni at:

“Loud� silk shirt: Love Moschino Necklace: Mi Moneda Charm: Vintage Frames: Glasses Direct

RACHEL ETEBAR @racheetebar

Rachel is a freelance fashion PR & events consultant, DJ and sporadic blogger and photographer. “If I had to describe my look I guess it would be edgy with a geek-chic twist. Inspired mostly by however I’m feeling that day, by street style and girls in bands, I like contrasting layers and oversized proportions.” Rachel is big on accessorising and the personal touch jewellery brings. She is never not touting stacked rings, layered necklaces and a huge pair of specs. Follow Rachel at

Top to bottom: Topman

MIKE QUYEN @quyenmike

Mike (also pictured in previous page), is a London-based photographer and men’s fashion blogger. Largely known for his trademark “floating” photos, where he poses in the air, Mike Quyen likes to mix sartorial styles with an urban edge. Mike is pictured here with his friend Denit Rozner. Follow Mike at

Jacket: Roxy Tshirt: Terrible Movement

KITTY COWELL @kittycowell

Kitty is a stylist, fashion editor, blogger, musician, model and fashion PR person. She loves tomboy style with a super girly edge. Always the busy-body, Kitty is also the editor of The Unisex Mode, an online street culture, fashion and lifestyle blog, and a writer forTLG Magazine. Kitty is endorsed by several brands, modelling for Supra, Kr3w, Jennifer Hope for Topshop, New Era, and Route One. Follow Kitty at:

M AT T H E W COLES @topgrain

Matthew Coles contributes to several publications and is the editor of the menswear website Top Grain and fashion writer for Ape to Gentleman. His expertise lies in European tailoring, which he regularly reviews from shows such as Pitti Uomo and London Collection. He describes his style as having heavy Italian and preppy influences. Follow Matthew at

Navy Fresco Trousers: Gant Rugger Cutaway Collared Shirt: Alessandro Gherardi Prince of Wales Check Blazer: Gant Rugger Hand-rolled Tie: Drake’s London Paisley Pocket Square: Ralph Lauren

Black jeans: Cheap Monday Shoes: Doc Martens Shirt: Vintage Fitted Burgundy jacket: Kooples

FERDINAND PA I M B L A N C @ferdinandpaimblanc

Ferdinand is a 21 year old Parisian musician, pianist and singer who lives in London. He likes to combine vintage and modern pieces, black and colours or loose trousers with fitted jackets. Having lived in France he has a classic French style but is also influenced by the British uniquness, inspired by Tilda Swinton, Yves Saint Laurent, and David Bowie. Follow Ferdinand at

Jacket: Aztral Black Vest: H&M Trousers: Cos Shoes: Aztral

C O N S TA N C E VICTORIA @constance_victoria

Constance is a fashion photographer, blogger, and brand owner living in London. Her style is a mixture of minimalistic chic with a sporty and street influence, tending to wear a lot of black and white, and neutral colours and keeping her style fairly simplistic rather than fussy. Follow Constance at

BERNARDO SOARES @bernardosoares

Bernardo Soares is a 21 year-old London based footwear design student. His style is all about rock and grunge, black, leather and boots. Follow Bernardo at

Chelsea Boots: Ecco T-shirt: All Saints Leather Jacket: Ashwood of London

Crop Top: ZARA Skirt: Front Row Shop Rings: & Other Stories Sneakers: Adidas Stan Smith Earrings: ASOS

DENA TSALAGKA @denalimelight

Dena Tsalagka is the creator of Style Limelight, a blog where she expresses her daily aesthetic inspirations. Having grown up in Athens and moved to London this year, Dena’s blog is characterized by her canvas of outfits maintained at minimal white and black styles. “In my life right now there is a perfect compromise between my love for architecture and design and my passion for fashion and photography. Dena is keen on simplicity, clean lines, transparency, and monochrome, which she uses to compose her looks. Dena’s advice to all fashionistas is to follow fashion trends, but to always combine them with your own unique personal style because this is what always stands out in the end. Follow Dena at

FA B I E N N E HEBRARD @fashionfabs

Fabienne is a presenter, DJ and stylist, whose love for fashion and music slotted her into multiple industries. As a presenter she has worked at Cannes Film Festival, schmoozed with London’s fashion elite and has interviewed the likes of Jessie Ware and Ed Sheeran. Most recently, Fabienne hosted the Shopcade London Fashion Week Party Bus interviewing industry influencers such as Fashion Icon Hilary Alexander, MTV presenter Lilah Parsons, stylist Rebekah Roy and internationally known bloggers such as Disney Roller Girl and La Petite Anglaise. Not to be outdone in music, she DJ’s and co-hosts club nights “Pretty Live” at exclusive London venues such as Shoreditch House, Casa Negra, Ink London and the LFW. The final cherry to this creative cake is her styling work for brands such as ASOS and Follow Fabienne at

Tassle Jacket: River Island Tee: Dupelux

Turtleneck: COS Trousers: Asger Juel Larsen Necklace: Thrift Store

CHARLES M AT T H E W S @charlesmatthews

Charles is a London-based blogger who likes sophisticated outfits with a taste of urban influence. He runs a men’s fashion blog and can be also spotted in the latest commercials including Toni & Guy’s latest campaign. Mixing sport with smart, clean and monochrome looks is his current style crush. Follow Charles at

Top to bottom: Vintage

LUIS ARAUJO @luisaraujo

Luis is an artist, creative designer, and art director based in London. Working cross-media from advertising campaigns to personal artworks, Luis’s works have also been featured at the Brick Lane Gallery. Luis usually only wear blacks and greys, with vests and the occasional hat. Follow Luis at

KINGA KUREK @kingakurek1

Kinga is a full time fashion blogger where she writes about her style, current trends and her outlook on fashion, collaborating with two photographers. Kinga has also written for Meade Magazine about fashion and is also a freelance model for catwalk, beauty and fashion photoshoots- giving her a defiantly different take on fashion. “I have always gravitated towards monochrome and unique pieces. I get lots of inspiration from the music scene in 70’s and 80’s. As fashion always recycles itself I believe it’s always worth to look back at what was fashionable in the past. I tend to get inspiration for my style from men more than women and then add my twist to it. One of my fashion icons is celebrity stylist, Lewis-Duncan Weedon. Who’s fashion sense is always showing current trends but in a very personal way.” Follow Kinga at:

Pleat Dress with Leatherette Collar: Lasula Leather Jacket: Vintage Black Net Top: Alexandra Carolina Studded Leggings: Bik Bok

Silver Trousers: Robert Rodriguez Mirrored heels: Topshop Oversized coat and silver top: Topshop

ELLE FORD @elleford

Elle is a blogger and illustrator. Her blog started after her first book, “A London Steal”, kicked off, prompting Chi Kalu,‘Rue’ Chamberlain and Elle to start a blog of the same name showcasing the best fashion, music and cultural scenes that London has to offer, for the best prices. Elle’s style is often inspired by characters in films and the art world especially the 70s and 80s (she wears a lot of big shoulders). She adores sharply tailored coats and often wears all black when workin​g,​​but after hours, she can be seen in clashing prints, neon colours or metallics. Follow Elle at:

Jeans: Topman (‘borrowed’ from an old housemate) Top: H&M Statement Necklace: New Look Jacket: TOPSHOP Shoes: Kurt Geiger

MS CHI @chikalu

Ms. Chi is a project specialist by day and a blogger for A London Steal and So MsChi-Vious by night with an obsession for shoes and accessories (“especially jewellery”). The ‘Moodist Principle’ dictates her style: “Wear whatever you are in the mood for but make it work for you.” Ms. Chi loves using accessories to make a look her own, and takes inspiration from anything that helps her feel happy like food, music and shoes. Follow Ms. Chi at

Jeans: Levi’s Print T-Shirt: Burberry

JOSHUA WHITE @joshuawhite1

Joshua is the Editor-in-Chief of Candid Magazine, an Arts & Fashion magazine launched in 2011. His style is all about wearing clothes which can be worn to any occasion, something that can be suitable for a formal or casual situation. Follow Joshua at

Shirt / Necklace / Bracelet: Primark Blazer: SheInside Watch: Vintage

M AG DA R L I N G @magdalenawieclaw

Magdalena, better known by her blogger name Magdarling, is a London-based stylist and fashion correspondent for The Bite Magazine. Her personal style is all about mixing things up - sporting all black one day and pastels from head to toe on another, but always sporting statement jewellery, especially chunky necklaces and big men’s watches. Follow Magdarling at

Vintage Kimono: Ebay Cropped Tee and Jeans: Topshop


@plumdiddlyumcious Plum is the creative director of The Stylist’s Rail, a PR Consultant, style columnist for The Dalstonist, and a writer for Plumdiddlyumcious a lifestyle blog fusing fashion and food with a voracious appetite for culture. Her look is a riot of colour and print, lashings of statement jewellery - a definite maximalist aesthetic. Follow Plum at

Blazer: Zara Top: Isabel Marant Zippe Jeans: Zara Shoes: Nike Air Force 1 Cuff: Salvatore Ferragamo Silver Bracelets: Tiffany, Gucci, Dodo Pomellato, Giannotti

GIANNI SARRACINO @giannisarracino

Born in Italy, Gianni officially started blogging about fashion and style in 2009, but has always been attracted by the idea of sharing his style and source of inspiration with people in his life. Living in London gave Gianni an even stronger interest in fashion, and he uses his blog as an outlet of self expression and exploration. “When it comes to my style I try to capture and listen to all the inspirations the world around me has to offer. I always need to find the ‘je ne sais quoi’ in each piece I wear, even if it is just a tee. I don’t believe in realism, to me it is overrated. I need fantasy and creativity.” Follow Gianni at

ROSALIND SHIMMEN @missrshimmen

Rosalind Shimmen is the founder of Betcheslove, an online boutique bringing you stylish items to the UK before they become commercial, and co-founder of Stylecreator Magazine, an online magazine created to inspire and empower young women. Rosalind appreciates great clothes, fine quality and precise tailoring and classes Sincerely Jules, Danielle Bernstein and Victoria Beckham as her style icons. She loves a well-tailored two piece, red soles and her trusty Hermes Kelly bag. A total sucker for a well-made blazer, 50% of her wardrobe is made up of blazers. Her current brand obsessions are CAMEO, Three Floor, AQ/AQ and Zara. Follow Rosalind at

Royal blue suit: Zara Tshirt: Celine Blue mirrored lenses: Italia Independent

GEORGIA WHITE @georgiawhite1

Georgia is the founder of YourFashionBible and co-founder of Stylecreator Magazine with Rosalind Shimmen, pictured opposite. She likes to invest and fill her wardrobe with good quality pieces, accessories, hats, chunky necklaces and rings. “Every girl should have a good fitted pair of leather trousers, a good quality white tee and a bit of fur in their wardrobe.� Georgia finds outfit inspiration from Olsen twins and Rachel Zoe. Follow Georgia at

Suit: Zara Shoes: New look Top & Hat: Your Fashion Bible

M AT T H E W ZO R PA S @MatthewZorpas

Founder of The Gentleman Blogger, Lecturer, Creative Consultant. Matthew Zorpas is a London-based creative consultant. He graduated with a BA in Public Relations from London College of Communications and with an MSC in Global Media and Communication from London School of Economics. He founded The Gentleman Blogger platform in July 2012. This stylish individual has been recognized as the 2nd Best Dressed Man in Britain by Esquire magazine UK (2010) and GQ Taiwan named him one of top five best dressed men in the world for 2013. He also teaches Luxury management and communications at respected universities in the UK such as Instituto Marangoni, and contributes to London College of Fashion, Regents College and PUC-rio, Brazil. Matthew’s style represents a gentleman in the modern years emboding integrity and honour. It is classic, functional‌yet preppy with a wink. Follow Matthew at

Tailored Double-Breasted Suit: Tommy Hilfiger

Beige ankle length trainers: Converse, Jean-look trousers: Bershka, Dark blue shirt: FCUK, White vest: H&M


Durassie is a Swedish raised Actor from Stockholm who currently works and lives in London. Durassie’s style is “smart casual” and likes alternating between ”a nice t-shirt and jeans with some smart shoes or reverse it with a shirt or knitted cardigan with a nice comfortable pair of trainers.” He love the concept / illusion of the stretchy trousers that can be used for both formal events as well as chill out days. Inspired by his vocation, Durassie is very much a performing arts person. Dabbling with screen Acting and Physical Dance Theatre, he doesn’t mind the occasional quirky look, and loves a good pair of black skinny jeans. He also loves that sort of sophisticated soul / Afro funk look and being an 80’s child still holds a torch for most subtleties from that era as well. Follow Durassie at:

Bart Simpson Jumper: No brand Leather Turquoise Skirt: Vintage Yellow Rucksack: Zatchels Creeper Platforms: No brand Metallic Earrings: Topshop Watch: Michael Kors Bracelet: Pandora Rings: Vintage

MARIETTE I M M A C U L AT E @marietteimmaculate

Mariette is known for making videos about fashion, lifestyle and social experiences on Youtube, and has a radio show called “Jemmfresh” on Jemmone radio. “My style is colourful and whimsical. I draw from cartoons, mermaids and stories.” Follow Mariette at

N I K I TA KARIZMA @nikitakarizma

Nikita Karizma is a young London based fashion designer that has worked closely with the music industry in the first steps of her design career. In 2011, her graduate range from London College of Fashion was featured in Dazed & Confused and was commissioned by Nicole Scherzinger’s stylist Laury Smith to create clothes for the X Factor finalists Amelia Lily and Little Mix. Her distinctive style led on to further celebrity commissions including for the JLS 4th Dimension tour, Alexandra Burke’s ‘Heartbreak on Hold’ album launch and Little Mix projects. Karizma collaborated with DYLON® for her first industry commission creating a dress made out of 600 Colour Catcher® sheets worn by Tess Daly for a national press campaign, and Poppy Delevingne wore a Nikita Karizma mirrored top for the AW14 Nails Inc glitterball campaign. Working on fashion for The Saturdays latest music video and Tamera Foster’s multicoloured plastic biker showstopping look in this season’s X Factor, Nikita Karizma has continued to build a strong relationship with the music industry. Nikita Karizma’s personal style is a mix of punk, pop, 90’s, and is inspired by artists like MIA, Andy Warhol, Marc Jacobs and creative entrepreneurs like Natalie Massenet. Follow Nikita at

Black see-through shirt: Zara Patent high waisted trousers: Nikita Karizma Rose gold watch: Michael Kors

PA K L A M S I N @sinpl

Pack Lam Sin is a student from Hong Kong and Belgium who is highly interested in fashion and makeup. Optimistic and highly self-confident, Pak enjoys trying new things and genderless looks, including high fashion streetwear inspired by the K-pop artists, especially G-dragon and Big Bang. Follow Pak at

Commes Des Fuckdown Sweater: SSUR White shirt / tee: AQ/AQ Boots: Dr Martens


Known as the “Turbanned Fashion Blogger�, Pardeep is a fashion blogger at Singh Street Style, photographer and stylist. Having started his own photography business at the tender age of 17, Pardeep has established himself in his field with his simplistic, elegant and cinematic approach to photography which can be seen through his blog. Pardeep has had his work featured in major publications including Vogue, The Guardian Newspaper, New York Daily Newspaper, Microsoft MSN, Menswearstyle, and Asiana. Follow Pardeep at

Tshirt: River Island Denim Shirt: Topman Skinny Jeans: Topman


@natalyamalygina Natalya is a hairdresser and make up artist working in Total Look in Chelsea. Originally from Russia. she paints and draws in her spare time. She loves to mix vintage and high street with modern twist, very influenced by retro looks, which inspires her hair styling work. “On the day of the shoot I picked the shirt that I’d found in Beyond Retro it’s one of my favorites as it looks almost like it’s from the 17th century. I teamed it with black disco pants from American Apparel - retro meets modern, my hair in the usual curls and red lipstick- don’t go anywhere without it!“ Follow Natalya at

Shirt: Beyond Retro Black Disco Pants: American Apparel

Wool trousers: Vintage Italian Coat: Spencer Hart Hat: Lock & Co Jumper: COS Shoes: Dr Martens

J O N AT H A N DA N I E L P RYC E @JonathanPryce

Jonathan Daniel Pryce, better known as his photographer name “Garcon Jon”, is an award winning photographer specialising in fashion and street photography. He is currently named Photographer of the Year at the Scottish Fashion Awards with a new book out, called ‘100 Beards’. Inspired by 1920s Berlin and vintage photography from thrift stores, Garcon Jon’s fashion style reflects his personality behind the camera. Follow Daniel at

Shorts / Suit: Miss Selfridge T-Shirt: New Look Sandals: River Island Jewellery: MyFlashTrash


From styling the front cover of the latest US magazine sensation “Glamoholic” to hosting the red carpet for Disney at the “Children’s Baftas”, 25 year-old Electra Formosa has already built up an impressive career in fashion. She is currently presenting the Disney Channel UK’s fashion show “Get The Look”, and has also recently hosted their “Minnie and You”, a 10 part mini series, which worked alongside an “Inspired by Minnie” collaboration with London Fashion Week. In the States she has both hosted on the red carpet and made features for the likes of MTV. Growing up in the world of fashion and entertainment inspired Electra’s career path as a stylist, working on Channel 4’s How To Look Good Naked, Gok Wan’s Fashion Fix and Ten Years Younger. She also spends a lot of time in LA styling clients for shoots and red carpet events, styling stars from the Disney Channel’s own David Henrie, Jake T Austin and Gregg Sulkin, star of Wizards of Waverley Place. Most recently she has styled the Thirty Seconds to Mars band and The Saturday’s front cover for the on line and print Glamoholic Magazine, as well as working with 15 of the cast’s characters on the globally acclaimed Disney telenovela Violetta. Follow Electra at

ALEXANDER TUFFLEY @Fashionkillerxo

Alexander Tuffley, a 21 year old London based fashion blogger who is studying fashion journalism. His blog ‘FashionKillerxo’ focuses on a number of things such as style and fashion weeks. His grungy edge towards fashion leads his style down the path of an 80s/90s punk-esque era. Follow Alexander at

Coat: Topshop Shirt: Vintage Jeans: Topshop Shoes: Solestruck Green Hair Colour: Directions


Jodie is a fashion blogger at à la Jode and founder of the fashion blogging community BritFashBlogs and the #BritFashChat Twitter chat. Her style is generally tailored and relaxed – Jodie needs practical clothes such as tailored trousers with an oversized tee, smart joggers with a fitted top or crop top and shift dresses are her go-to pieces. “I love layering and having fun with the little details – a colourful sock peeking out of a black pair of boots, a sequinned statement necklace or a clashing belt.” Follow Jodie at

Dress: Mango Premium Shirt: Mango Premium Boots: Bershka Ring: From Tunisia

D aniel B O U Q U I @bouquibouqui

Bouqui is a 24 year old fashion designer, fashion stylist, and personal shopper from Italy based in London. He gets his inspiration from Givenchy and Kanye West, because for Bouqui, they have big impact on styles and trends today. His style is simple and classic with a edge - such as a bow tie. Normal ties just don’t cut it for Bouqui. Follow Bouqui at

Tuxedo: Alexandra Wang, Denim: Jack and Jones, Shirt: Dolce and Gabbana, Shoes: House of Hounds, Glasses: Aldo, Bow tie: Harrods

D rew E lepa ñ o @drewelepano

Trench Coat: El Ganso Teal Shirt: H&M Black Tie & Tan Belt: Burberry Navy Slacks & Oxford Shoes: Zara

Drew is one of the most fashionable postgraduate students in London. He likes a wide range of styles sporting the ‘street’ look one day and being totally dapper the next, making it a point to keep it simple and classic, combining neutral shades (black, white, grey and beige) with a vibrant piece, rather than print and patterns. An accessories man, he completes every look with a watch, tie, and belt being the usual suspects. Follow Drew at

S hant é STEPHENS @shantshimmerz

Heels: Asos Jeans: GAP Jewellery: Primark Sequined jacket: Replay

Shanté is a law graduate with a plethora of interests, including the law, humanitarian work, acting, travelling, designing and obviously fashion and personal style. “As YSL said fashion fades but style is eternal. My style is my own. I just do what works for me and I encourage others to do the same. I do not follow trends per se, but I can be inspired.” Follow Shanté at

Vest: Topshop Skirt: River Island Jacket: Another8 Ankle Boots: Other Stories

SARAH TIPPETT @thefashionache

Sarah is a journalist, fashion blogger and general fashion nut. Her fashion blog, The Fashion Ache was shortlisted by Cosmopolitan for Best Established Fashion Blog 2013 as a “go-to outlet for everything and anything fashion”. When it comes to personal style, the majority of Sarah’s wardrobe is devoted to what she calls “Grunge Glam” calling upon biker jackets, a whole haul of pendants dripping in urban adornments and ripped jeans. Imagine what the love child brand of Céline and Isabel Marant would be – wearing Chanel’s SS14 rucksack – and you’re there. Follow Sarah at:

White sheer and mesh top: Zara Gold chain: New Look

ASHLEE B @ashlee-rosebrisley

Ashlee is a shopaholic that grew up as an aspiring film actress/model. Growing up reading glossy magazines, Ashlee didn’t think she would be someone people looked to as an inspiration, but when people started asking her for outfit ideas, she decided to become a fashion blogger. Ashlee’s blog focuses on reoccurring trends that she can turn into something unique for her readers. “My style is chic, preppy and stylish, including smasual (smart-casual) clothing. I regularly blend designer classics with fresh clean lines alongside fashionable high-street bargains.” Follow Ashlee at:

Jacket: Bless the Mess Jeans: Zara Boots: Ash


@serendipity2307 Estelle is a French blogger living in London for the past 5 years. She’s been lucky enough to experience fashion from many different angles, once as a model, then model booker and now as a personal stylist. “Fashion is in my DNA! I created my blog to share my style which mixes high street and statement pieces from designers and also to share my tips as a personal stylist.” Follow Estelle at and

SHOP ALL THESE LOOKS ON THE SHOPCADE MOBILE FA S H I O N A P P Shopcade is the world’s biggest social shopping app where you can shop what stylish people are wearing in the streets and in the scenes. Showcasing daily looks from celebrities, bloggers, and emerging brands, Shopcade allows users to discover, shop, and share looks all in one place.

Shopcade Swag Report March 2014  

“Swag Report” is an official monthly selection of the freshest trends as seen on fashion icons of today, chosen by the influencers behind th...

Shopcade Swag Report March 2014  

“Swag Report” is an official monthly selection of the freshest trends as seen on fashion icons of today, chosen by the influencers behind th...