Fashion's New Frontier Hits St. Louis

By ALIVE Staff
In Style

With Spring Saint Louis Fashion Week kicking off this Thursday, we’re securing the seating charts and fine tuning the VIP lists – and it’s becoming more and more obvious that the industry’s most influential trend of the decade has hit Saint Louis tenfold. Over the past few years, blogging has changed the face of fashion. Best selling designer must-haves are no longer determined solely by seasoned fashion pros or the wardrobes of style savvy celebrities. And where the industry elite once sat (front row, that is), we now see Leandra Medine, Nicole Warne and Keiko Lynn.

Back in February, Emily Iovaldi and Danica Friederich of Fox & Gypsy and Brittany Browers of Lace & Dagger joined ALIVE staffers Samantha and Lindsay at New York Fashion Week.  The group covered NYFW live on social media generating over 1,000,000 impressions and an kick-starting an authentic conversation never before heard in St. Louis Since the trip, they have collaborated with over 10 new brands, and made the list for some of STL’s most coveted fashion events.

Those same fab ladies will join fifteen bloggers from St. Louis, Chicago, New York City and Baltimore for Spring Saint Louis Fashion Week. They will visit local boutiques, explore Spring trends over champagne at Saks Fifth Avenue and mingle with our city’s most established fashion influencers – all before taking their rightful seats front row at GLOW: Go Local.

Think you’ve got what it takes to entertain the fashion obsessed? Make it out to Clr-Mnstr & Blue Bird The Boutique for an exclusive STLFW VIP Meet & Greet (did we mention Brittany Browers AKA DJ TrashTalk is playing?) before heading to The South Broadway Art Project Presents Steampunked at The MX Building.

On Saturday, March 23rd, join the carefully curated list of VIP bloggers at GLOW: Go Local. Purchase your tickets here.

MEET THE BLOGGERS

We caught up with Emily, Danica and Brittany after they returned from NYFW and as they were gearing up for the festivities of STLFW to get to know each of them a little better. Here’s what they had to say.

DANICA FRIEDERICH – Fox And Gypsy

This was your first time at NYFW. What prompted you to go? I’ve always closely followed spring and fall fashion weeks in New York and knew I had to attend. Then, I met Lindsay [Pattan] and she told me stories about her experience there, and I realized I could do it too!

Did you think you would be at NYFW in your lifetime before you made the decision to go? Yes. I have a degree in magazine journalism and fashion (textile and apparel management) from Mizzou and have always wanted to be an editor, so this experience was a dream come true.

What do you think your future holds? Will you work in the fashion industry, continue blogging or both? I hope my future holds both—I am passionate about both, and I want to continue doing and studying what I love.

How did your trip to NYFW change your perspective on blogging and on fashion? I can’t say for sure how my perspective has changed. Maybe down the road I will know. Right now, I am still trying to wind down and catch up on sleep. That city truly never sleeps!

What are some highlights from your trip? The highlight of my trip was seeing the Monique Lhuillier show. It was spellbinding. There wasn’t a look that I wasn’t pining over, and the color palette and silhouettes were to die for.

BRITTANY “DJ TRASHTALK” BROWERS – Lace And Dagger

This was your first time at NYFW. What prompted you to go? I’m always up for an opportunity or an adventure I haven’t taken before, so there was no way I was going to say no when the topic was brought up. I’m also a newbie to blogging, and the new knowledge I was sure to acquire by going to NYFW was way too enticing. Knowing it would make me a better blogger, or at the very least show me if I even wanted to keep pursuing fashion in some capacity at all, sealed the deal.

Did you think you would be at NYFW in your lifetime before you made the decision to go? I always wanted to be at NYFW, but I suppose I never really knew if it would happen. I’ve followed Style airing the shows ever since I can remember, and wished and hoped with my whole middle-school self that I would be there someday—as a designer, media or otherwise. It still seems surreal that I got to sit in those seats, in that tent, at the very shows I watched as a kid.

What do you think your future holds? Will you work in the fashion industry, continue blogging or both? I will definitely continue blogging, and hopefully better than before. Being at NYFW solidified that I do want to work in the fashion industry in some way. When something is your passion, you really don’t care how you are affiliated, as long as you are—and that’s how I feel about fashion.

How did your trip to NYFW change your perspective on blogging and on fashion? It really changed my perspective in every sense. I’ve always been a little… “edgy” might be a nice way to put it, and felt like I needed to rein it in to please my blogging audience, or to not visually offend those around me (haha). My trip made me feel like I need to let my fashion freak flag fly! Blog-wise, a lot has already been done, so I need to focus on being my most authentic self, and the rest will follow. I can only be me. I can’t find an audience that’s already been found. Fashion-wise, getting dressed should be fun! It should be reflection of who I am, and to tone it down or bottle it up would be a travesty!

What are some highlights from your trip? Getting to be this close to Paola Suhonen’s Ivana Helsinki clothing, brushing shoulders with Heidi Klum (ohmygosh she really is that beautiful), getting to see/hear the inspiration for Alon Livne’s collection backstage from Zoya, meeting my bloggy friends in real life, meeting new people from all over the world, getting to know my fellow St. Louis bloggers better and just taking NYC in as much as possible!

Anything else you want us to know? One day, I will get to DJ in the booth at MBFW’s main lounge. Mark. My. Words.

EMILY IOVALDI – Fox And Gypsy

This was your first time at NYFW. What prompted you to go? Going to New York Fashion Week has always been a dream of mine.  I guess you can say it was something to check off of my bucket list.  I love everything about the idea of fashion week; the street style, the new collections, the activity…I want to be in the middle of it all. It’s just so inspiring to be surrounded by people with the same passion as you.

Did you think you would be at NYFW in your lifetime before you made the decision to go? I honestly always thought NYFW would remain a dream.  It’s a very intimidating idea, especially being from the Midwest. But I am definitely not one to take no for an answer, especially when it comes to my dreams and fashion. No goal is too far fetched or too big. Somewhere in the back of my mind I knew it would happen, I just didn’t know when.

What do you think your future holds? Will you work in the fashion industry, continue blogging or both? Something about fashion week just lit some sort of fire that had already been a spark in me.  To me, going to fashion week was going to be some sort of validation of whether or not I was in the right industry. I thought, “Ok, this is it, I am either going to love this, or hate this,” and of course, I loved it.  It made me feel like I was in the right place. We’ve all had that feeling right? When you know, you just know.

How did your trip to NYFW change your perspective on blogging and on fashion? The trip definitely made me want to be a better blogger. And to me, that’s definitely a good thing. I know that I am a beginner and that all good things take time and learning. This was definitely one of those learning opportunities. Rome wasn’t built in a day right?! This was a means to meet people and learn new ways to  grow my understanding of the industry. I know right now, I am just Emily of Fox + Gypsy, but someday I hope to make that actually mean something to someone else than just me.

What are some highlights from your trip? Some big highlights were meeting people that I have only grown to know digitally. That’s always an exciting experience. One of my biggest photography influences was actually sitting right across from me at the Monique Lhuillier show. I never in my wildest imagination thought I would ever get the opportunity to get to tell her in person what a role model she was for me in my career, but I did, and that was a really big deal to me.

Anything else you want us to know? Some people think or tell me “Oh, I don’t really understand what you are trying to do with your blog.” And I don’t blame them, really. I don’t expect people to understand what I am trying to do with it, I just want people to understand what I am doing with it, and that is following my dream and expressing my creative outlet. We all have our things—and fashion and creativity are mine.

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