The Begining Of Autumn

The Fashion Section Magazine

The Beginning of Autumn

March 4th 2013, Edition 1

Happy Autumn!

After just three months since the launch of our website, we are releasing our very first issue of The Fashion Sec-tion magazine that will be on your desktop, tablet and smart phone every Monday morning! What better way to start the week?

Filled with weekly updates on trend reports, news, shopping and a variety of great articles, we’ve decided to create a digital magazine that is always current to keep you up-to-date with the latest happenings in the fashion world!

We’ve got an amazing first edition lined up for you with plenty of trend reports for Autumn, interview with Aussie label Cylk and shopping deals and bargains.

The best thing about our magazine? Click on any of the fab pieces featured throughout the mag to directly shop the look!

So sit back, grab a cuppa (on your lunch break of course!) and enjoy our first edition, and make sure you stop by www.thefashionsection.com every week for your latest updates!

Love your editor,

Rebekah Pickett.

Contents:From The Editor

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Editor’s Picks!Christopher Kane Biker Jacket

Nicolas Heel

3.1 Phillip Lim Satchal

3 - Trend Report: Leather, Metallic, Graphic Prints and Mili-tary4- Styling Tips from Sharday15 - The Interview: Aussie Label Cylk17 - When in Mel-bourne Photoshoot26- Q&A with style guru Sharday from Shar-dette.com28 - Survival of the Small Boutique in an Online World

Autumn ‘13 Biggest Trends:

With the first week of Autumn officially under way, we are excited about the biggest trends hitting our wardrobe for 2013. By reinventing the old into the new, this season is all about metallics, leather, military and crazy graphic prints.

We love mix and matching these trends together, by combining leather pants and a mili-tary inspired jacket, or graphic pants with a simple silver metallic t-shirt.

There are endless ways to include a bit of colour and style into your wardrobe this sea-son and with these trends, you will be waiting for the cool days.

The Fashion Section has included some fab clothing, accessories and shoes for you to shop from everyone’s favourite stores like ASOS, Topshop, The Iconic and Net-A-Por-ter.

Burbery Prorsum Fall ‘13

Prabal Gurung Fall ‘13Altuzarra Fall ‘13

Marc Jacobs Fall ‘133

The Fashion Section chats to blogger Sharday, for tips on stylyingthis seasons biggests trends!

Graphic Prints:What is your tip for working graphic prints into your wardrobe this season?Pair it back with neutral basics e.g. wear graphic pants with a crisp white shirt and simple accessories.What colour or specific style of graphic print is your favourite and why? I’ve always loved black and white geometric prints for it’s repetition and bold effect!What is the best way to accessorise graphic prints?Simple black sunglasses, a cute clutch and classic heeled booties.Leather:What’s your favourite way to style leather?Leather pants are probably the best investment for winter. Pair it with a white slouched tee, khaki jacket and ankle boots – VOILA!Are there any ‘do’s’ or ‘don’ts’ to remember when styling leather?Wear only one leather item at a time. E.g. No leather jacket + leather pants + leather boots. It’s too 80’s cowgirl for my liking.Military trend:The military trend is huge right now, what’s your favourite military inspired piece?Camouflage.. on everything! What’s the best way to accessorize with the military trend?Silver chunky jewellery or cute leather boots.What are your thoughts on the army print and how would you wear it?I wear it even when it’s not a trend ;). Wearing a camouflage print tee with a leather jacket, black skirt and boots is to me.. perfection!Metallic:What’s your favourite metallic item?Reflective clutches a la Comme des Garcon.What’s the best way to style metallic pieces?Same as the Graphic Print trend, pair it back with neutral basics like black trousers or a skirt. 4

Styling Tips on Wearing This Seasons Trends:

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Trend Report: LeatherBy Dalya Bengamin

Leather is more than just a piece of durable and flex-ible material; it is one of the most iconic symbols that mean risky fashion. Leather is not only a risky fash-ion trend but also a universal tend for Autumn that screams the right kind of balance between edge and class. Seen on all the latest Fall ‘13 collections from 3.1 Phillip Lim, to Altuzarra, everyone can use a touch of leather in your every day style.

It is a unique apparel and as soon as you walk out that door wearing that Valentino leather dress and those YSL pumps you have already taken that risk, and what is life without a little risk? Take the risk and you will feel powerful and sophisticated and overall fabu-lous!

3.1 Phillip Lim Fall ‘13

Altuzarra Fall ‘13

Style It:

Go with the flow and try on a white tank top with some flowy leather shorts & sandals.

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For a party outfit, wear a leather mini dress with simple black heels & a leather clutch and you’re good to go.

Opt for a silk blouse with a leather high waist-ed skirt and some gorgeous pumps with a leath-er sleeved coat and you will be ready for that board meeting.

Trend Report: Metallic

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By Dalya Bengamin

Metallic known as an ageless classic, was born in the 70s and still exists today more popular than ever. Metallic is a must have this season as it can make your outfit go from fine to fabulous instantly! It provides sparkle in all the right places while suiting numerous colour pallets and styles.

Metallic is a trend that provides women with the opportunity to opt for some vari-ety among those plain colour combos and make you look like a Hollywood superstar.

Prada Fall ‘13

Marc Jacobs Fall ‘13

Style It:

Use minimal accessories, stick to a pair of studded earrings or a charm bracelet or mix and match metallic colours with neutral colours.

Metallic looks best combined with black or neutral acces-sories. So team your metallic dresses with black heels and a matching clutch.

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Graphic prints, first popularised in the 1920s by designers such Elsa Shiaparelli and later in the 60s by Pucci’s bold psychedelic prints, is making a bold return to the fashion scene this season.

Graphic prints can be anything from swirly opti-cal illusions to the crazy and downright bizarre! Inspired from anything such as architecture to crazy graphic advertisements, graphic prints are a sure-fire way to get your look to pop and get peo-ples’ eyes swirling this fashion season!

Graphic prints are a great way for fashionistas to get noticed and set yourself apart from the crowd. Whether your style is more 60s psychedelic flam-boyant to crisp honeycomb graphics, this is the trend can be embraced from noon til night.

Trend Report: Graphic Prints

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By Jessica Meisels

Tom Ford Fall ‘13Tom Ford Fall ‘13

Style it:

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Since graphic prints can be quite bold, the trick is not to add to much or risk over-powering your look. Mixing prints with matching metals can really give your look the edge. Try monochromatic prints or yellow designs with chunky gold jewels.

If you want to start small with this trend, try adding accessories such as graphic print shoes or handbags.

Team graphic prints with neutrals ensures that your print will stand out and not clash or fight for attention with other prints.

Trend Report: Military By Rebekah Pickett

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Military is one of the hottest trends right now. From Pra-bal Gurung, to 3.1 Phillip Lim, Autumn is all about military and don’t worry, you don’t need to be THAT brave to try it out. From old school army pants, to khaki parkas, there are many ways to introduce this trend into your everyday style. Add a pair of leather pants to a military jacket, or gold jew-ellery to create a softer look; military is all about mixing and matching to create your own style.

Prabal Gurung Fall ‘13

3.1 Phillip Lim Fall ‘13

Style It:Team Khaki or army print clothing with black or leather. A great Khaki parka looks great with leath-er pants, or black boots.

Add a girly touch to tough military styles by adding chunky gold jewellery.

Don’t be afraid to experiment with differ-ent prints, dyes and patterns.

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The Iconic Coupon 2$10 off min spend $49. Only full price itemsCode: COMF10UAEnd date: 5/04/2013

The Iconic Coupon 120% off min spend $59 only full priceCode: COMF20NREnds: 5/4/2013Shop The Iconic now!

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Shop these looks from The Iconic:

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The Interview: Aussie label CYLK By Madeline Kilby

Setting out in the summer of 2006 with a small capsule collection, cylk was born from a gap in the market identified by creative director Keshia Abeysekera. Beginning with a small capsule collection of 100% silk gar-ments, cylk has fulfilled the need for “luxury basics made from premium fabrics at an affordable price” in the Australian fashion market. In a few short years cylk has pioneered seamless knitting techniques and branched out into intimates to compliment the luxury ready-to-wear range, offering to women who appreciate style, lux-urious and natural fibres affordable options.

“Cylk has fullfilled the need for luxury basics made from premium fabrics”

As someone who has achieved great things Keshia is very humble in the achievements of herself and the Cylk label and team. After the capsule collection was shown in the 2007 Coterie event in New York Cylk gained strong interest from a number of high profile accounts in fashion super power cities such as New York, Los Angeles, Milan and Tokyo. In 2011 Cylk won an award for the ‘best way of working with fabric’, at the 27th International Apparel Convention at the Grand Velas Resort in Mexico. The label was the first Australian brand to win this coveted award and was “quite a surprise” as the label entered the competition simply as a method of gaining more international exposure. Keshia and the team however were grateful to be even consid-ered for the prestigious award, which has played a significant role in the labels growth and success.

Cylk’s Autumn/Winter 2013 collection will be their first time showcasing at L’Oreal Melbourne Fashion Fes-tival. Entitled ‘I wake up Dreaming’ Keshia describes the collection as drawing upon “two seemingly contra-dictory qualities: gently weathered textures against smooth and polished surfaces.” Flowing form an idea that beauty comes from the “contradiction of saturated colours against the decrepit backdrop highlighting battered landscapes and fragile states”, the collection takes soft neutral shades and combines them with bold colours forming a striking contrast. The collection will also make a shift towards digitally printed silks for the first time, as well as branching out into wool cashmere coats and trench coats, combined with sourcing local man-ufacturers this a first for the label. While Keshia explains there is a subtle Russian undertone to the collection the description of it in many ways can be seen as a portrayal of the vibrancy and eclectic nature of Melbourne. 15

Cylk Autumn/Winter ‘13 Campaign ‘I Wake Up Dreaming’

Cylk’s involvement in LMFF 2013 will be a celebration of all things Melbourne, emphasising the rise of a lo-cal label in a competitive industry. Having opened their first flagship store: Cylk on Chapel in 2012, they have collaborated with two local artists to work on an installation for the boutique to coincide with the festival. A capsule collection ‘Made in Melbourne’ will also launch both online and in store around this time to create something unique for fashion lovers to discover with the runway show.

“the collection...in many ways can be seen as a portrayal of the vibrancy and eclectic nature of Melbourne.”

Keshia is someone who has great vision for the luxury garment market. Identifying the need for luxury but also affordability and quality has given something unique to the Australian fashion industry. It isn’t just the seamless knitting and beautiful natural fibres however that makes Cylk stand out. The innovative designs, co-lours, contrasts and tailoring of the ready-to-wear pieces make Cylk a label to watch. Each season introduces new surprises for the lady who craves quality without sacrificing fashion.

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Image from Cylk ‘I Wake Up Dreaming’ Autumn, Winter ‘13 Campaign

When in MelbourneCaptures the true meaning of Melbourne style: the perfect contrast between sophistication, ro-mance and edge.

Models: Bridie Davey, Bridget CobbettPhotographers: Madeline Kilby, Molly BrownMake up: Rachel Chaffers, Kaityln Young

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Cylk Prussian Dress in Scortched Print.Samantha Wills Romancing The Stone RingSamantha Wills All Night Radio Necklace

Kuwaii Monaco Cutout Dress

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This page: Bless’ed are the Meek Scorcery Knit, Bless’ed are the Meek PantSamantha Wills Romancing The Stone RingNext page: Cylk Alexandr Shirt Dress in Claret

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This page: Cylk Alexandr Shirt Dress in Clar-et, Bless’ed are the Meek The Shadow BlazerNext page: Kuwaii Frances Shirt Dress

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This page: Cylk Inese Bustier in IceSamantha Wills Romancing The Stone Ring

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For those who don’t know shardette.com, how would you describe the blog and its purpose?

Basically my blog is an insight into my life: what I wear, where I travel and all the fun things I get up to. My purpose is to hopefully inspire my readers and bring awareness to Australian and now Canadian designers.

You started your blog a few years ago, what made you interested in beginning your own style blog? Was it just the necessary next step in breaking into the modern fashion world?

I’ve been in love with fashion since I was quite young, so starting a fashion blog was just a natural progression. When I first created ‘Shardette’ it was mainly a digital inspiration board of stunning editorial images. I soon got bored of posting the same types of images and decided to make my own!

How important do you think it is for people trying to break into the fashion world to engage in the online world, whether via blog or by creating a strong social media presence?

I think it’s crucial! I have met so many people in the industry that I otherwise would never have come across. These include other bloggers, photographers, designers, PR people and many more.

How would you describe your style?

Q&A with Sharday - style guru from Shardette.com By Rebekah Pickett

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Sharday from Shardette.com, Image credit to: Streetsmith

My style is very laid back and revolves around the notion of comfort. I practically live in boy-friend jeans, comfy woolen sweaters and Nike Frees. I prefer subdued colour compared to crazy neons!

What are you go-to pieces for Autumn 2013?

I’m currently lusting after a khaki army jacket and a 3.1. Phillip Lim Mini Pashli.

What do you think are the biggest trends for A/W ’13?

White on white. Pairing white jeans with a white sweater and a white coat. I know it sounds a bit daunting (and blinding) but it looks super chic and I think it’s going to be everywhere!

Which are your favourite labels to shop and why?

Ksubi for day time basics like their uber cool muscle tee’s and sweaters.Camilla and Marc for special event dresses.Zara & Uniqlo for everything else (on a budget)!

You recently graduated from RMIT studying Fashion and Merchandising., what’s next for you and what are you plans for the future?

Get a job! I’ve started applying for places to work in Vancouver so fingers crossed I can get my foot in the door somewhere. Aside from that, I hope to work for a great company for a number of years and then possibly start my own clothing label.

What’s one piece of advice you would give our readers on breaking into the online fashion world?

Start a blog. Be sociable with other fashion lovers. Always strive to create something ‘new’.

Make sure you all head over to her blog http://www.shardette.com/, for the latest style inspira-tion!

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Survival of the Small Boutique in an Online World by Libby Haines

With more and more independent retailers closing, it’s hard not to question the future of the small fashion boutique. In the first 6 months of 2012 more than 650 stores closed their doors permanently Australia-wide. It seems consumers are turning their backs on traditional stores in favour of onlineshopping and the boutiques are starting to feel it. Once the only way to access your favourite Australian designer labels, it is becoming increasingly clear that people are no longer shopping in the ways they used to and the future of the small boutique is becoming increasingly uncertain.

Christina Young has been working in the rag trade for 20 years from sales assistant to Visual Merchandising/Styling and now as a Buyer. She remembers a time not so long ago when things were different and “women used to see shopping as a social experience. They would often shop in packs, getting together with their girl-friends for the day and spending it shopping in stores they liked or caught their eye. Small boutiques were seen as the place where you could find something a little bit special that wasn't mass-produced. It was where you shopped if you didn't want to see every second person in the same outfit as you or you wanted to be a bit more individual.” However the introduction of online shopping and the change in attitudes toward it have meant independents really are affected. “While older customers still like to be able to touch and try on pur-chases and aren't as savvy navigating online, Gen Y & X have embraced online shopping with a vengeance. Where once shoppers would get friends advice in store, nowadays they are more likely to email an item they are interested in to a friend or show them on their phone. A lot more shopping happens while at work now too. Many women love the idea of a package arriving in the mail as it feels like a little present! Shopping has become more global. Customers know they don't have to rely on what local boutiques have in store but can purchase items from just about anywhere online. This has also contributed to consumers shopping around for the best price too. They may see something in store, then do an Internet search to find the best price. Of-ten prices are lower on overseas online stores as they don't charge customers GST. There is also not the same amount of foot traffic as there was 5 to 10 years ago. It has become difficult for small boutiques to survive.”

“ Small boutiques were seen as the place where you could find something a little bit special that wasn’t mass-produced”

It seems Christina is right, the introduction of online shopping and its rapid increase in popularity in Austra-lia has seen consumers turn their backs on traditional stores. The Australian Bureau of Statistics data shows that the value of Internet commerce in Australia has grown strongly in the past five years, having tripled from $40 billion in 2004-5 to $143 billion in 2009-10. Online shopping provides shoppers with a fast safe and reliable option to choose the products they need and this appeals to the time-poor shopper. With no major over-heads, those running the online stores are able to have lower prices than the small boutiques that are struggling with high rent prices. Convenience is also major draw card for shoppers, no matter the hours you work or if you are a mother at home who doesn’t have time to drag their children in store, you can shop from the comfort of your home and more often than not receive the goods on your doorstep with 24hours.

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Boutique SWOON in Melbourme.

Industry research firm IBISWorld recently updated its report on Online Shopping in Australia that describe the main reasons for growth as:• Greater variety/choice of goods• Consumers seeking greater value in their purchases• Rapidly increasingly usage of mobile devices• Continued strength of the Australian dollar• Increasing level of sophistication and comfort amongst consumers across all age groups• Use of social media by both consumers and retailers to drive brand awareness

It seems more and more consumers are accepting the Internet as a valid and safe shopping medium and this is bad news for the small boutique. According to IBISWorld industry analyst Naren Sivasailam:

‘Demand over this period has been driven by growth in disposable incomes, greater consumer con-fidence about shopping online, an increase in the range of goods on offer, better efficiency across the transaction process and an explosion in the number of online retailers’.

Jill Gould, owner of iconic Melbourne boutique Indigo, like many small independent retailers has been hurt but the number of shoppers who have opted for online over the in store experience. Jill says she has noticed it especially in the younger clientele “(There is) so much more to compete with, especially with price points and convenience that the Internet has to offer.” Jill has tried to combat the loss of customers and like many, has opened her own online store “It has definitely helped as many of the sales are interstate and occasionally from overseas. We also have quite a few country Victoria customers shopping on-line who otherwise may not be able to get here on a regular basis. Then there are the ones who are local & find it more convenient at the time for sure” But is this enough? Jill credits her product and staff to her continued success “We consider that the product we offer is the most important aspect to the return of our customers plus intelligent, helpful & friend-ly staff that know the product.”

Keegan Hunt, co-founder of Swoon has too decided to tackle the battle head on and explains why she decid-ed to open a boutique at such a difficult time in the retail market “It is a tough time to be in retail! Strangely enough, this is partly what inspired the SWOON concept. We wanted to focus on what the current retail scene was lacking, and make improvements wherever possible. Nothing can substitute a one on one shopping experience and SWOON aims to exceed customers expectations, offering a service which just isn’t possible online. We decided to open SWOON in an area where both retailers and customers still hold traditional val-ues- quality products, quality service, advice and a personal experience. Our products do not lend themselves to online shopping as well as many mass produced items do. You need to see the workmanship, feel the quali-ty and hear its story.” Social media has also played a big part in Keegan's success.

“We always keep our online store topped up with popular products, and have some regular custom-ers, though we have found Facebook to be our best outlet for promoting/ selling products online, as it reaches a wider audience. Yet with our type of product, especially clothing, I think people always pre-fer to experience the product in person.”

Like Jill, Keegan believes in good quality product “SWOON carries over 50 Australian and 10 internation-al, carefully selected emerging designers. We host many events, including, designer launches, Spring racing fashion parades, LMFF collaborations, to name a few, providing our designers and customers an opportunity to liaise in a fun and casual environment. Many of our products are one of a kind, or available exclusively at 29

SWOON, which means we have a quick product turnover, keeping our range fresh and our customers com-ing back”.

The popularity and ultimately the convenience of online shopping suggests that much more growth will con-tinue in this area. However if retailers are savvy about it there still might be a place for the small boutique, just not in the traditional sense. According to PwC Global Retail & Consumer Advisory Leader, Stuart Har-ker, online shopping is now mainstream and Australian retailers are under significant pressure to reset their business models in response to the new retail environment. "Like retailers in the US and UK are doing, Aus-tralian retailers must fundamentally rethink their strategy, particularly in relation to their real estate and store portfolio. The days of growing by simply opening more stores are long gone," said Mr. Harker.

“Social media, and having a strong online presence as a retailer seem to be key to success.”

Keegan is hopeful “You need to be thick skinned and extremely dedicated to what you are doing. I hope that peoples shopping mentalities will continue to shift towards shopping local and supporting boutique labels.”

Indigo Melbourne Boutique has incorporated online shopping to support the sales of their boutique.

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Beginning Boutique Coupon10% off orders over $70Code: TENNER

Shop these looks:

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Next Issue:The International Fashion Week Fall ‘13 RecapFeaturing the biggest trends from NYFW, LFW, MFW and PFW and most importantly where you can shop the looks to be ‘on trend’ for Autumn ‘13!

Out Next Monday 11th March

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The Fashion Section Team:

Editor: Rebekah Pickett Features:Madeline KilbyLibby Haines

Fashion/Shopping:Dalya BengaminJessica MeiselsCeleste Bolte

Contributors:Jordan McLeanAnthea StylianouAdil DartMolly Brown

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We Want To See Your Style!

For the chance to be featured in our weekly magazine, on our web-site and for one lucky winner to be photographed in a photoshoot for our magazine make sure you follow us on twitter @fashionsec-tion & instagram @thefashionsection and show us your style!

What to do:1. Follow us on Twitter and Instagram2. Post an image of your latest street style look under the hashtag #TFSstyle 3. Enter as many times as you want.4. If we love your style, you could be featured in our weekly maga-zine, in an interview on our website with an accompaning PHOTO-SHOOT*5. Start following and taking those photos! We can’t wait to see your style!

* The photoshoot location will be in Melbourne, so only applicants able to shoot in Melbourne can apply.

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