Style Coalition

Life Outside the Tents as A NYFW VIP: Lounges, Swag Suites & Dinner Parties

When you think of Fashion Week you may think of the backstage scene that I've been tweeting about all week, or the runway shows themselves, but truth is, there's so much more when you're a NYFW VIP.  Since all editors, bloggers and influencers end up in NYC for the shows with the same goals, brands take full advantage and host dinner parties, pampering lounges and after parties all for a little face time.  Here's some of my fashion week extracurriculars... I know, it looks like a lot of work (wink).

Birchbox Lounge

Set up conveniently across from Milk Studios where a variety of shows took place this season, I popped in before attending Christian Siriano near by on Saturday.  First things first, I got down to business by creating my own Birchbox.  Next, I indulged in a little pampering with a mani (shade: Color Club in Status Update), grabbed a snack from WichCraft and caught up with some friends.

Style Coalition Lounge

I popped in the Style Coalition Lounge at the Empire Hotel before going backstage to Zac Posen on Sunday night to catch up with my friend Yuli, who runs the organization. They partnered with Microsoft and my fave stylist, Ted Gibson.  The best part?  It was exclusive so there weren't a thousand people running around and it really was a break from the hustle and bustle.  While there, I had my hair touched up by Ted Gibson's stylists and left looking glam!

Dinner with NARS

Each season NARS rents out parts of restaurants in the West Village and throws a dinner party.  This is what I was most excited for this season.  Between all the running around and waving hello to friends backstage I got to catch up with my media friends over wine, cheese plates and chocolate covered strawberries in the garden of Palma.

Allure Beauty Lounge

After going backstage to interview Reem Acra before her show (see post here), I headed to the Empire Hotel to stop by a few suites.  Allure had SkinMedica preforming facials, Maybelline giving makeup touch ups and manis and a whole fragrance bar set up with samples from different brands along with Sephora pulled up on iPads for easy purchasing.  Smart.  I would have loved a SkinMedica facial, but my makeup was set for the day and I didn't have the time.

Clarins Lounge

The brand just launched their Beauty Flash Blog so I was eager to see my PR friends and learn more about it.  The Courtin-Clarins girls were there (the granddaughters of the founder of Clarins) so I filmed a video interview with them, which will be live soon!  I'm so glad they're getting involved with the brand.  They're super chic and approchable.  Other editors were getting makeup touch ups and mini massages in the suite as well.

VIP Pass: Yuli Ziv, Blogger, Entrepreneur and Now... Author

Meet Yuli, someone I'm lucky enough to call a friend in the industry who's entrepreneurial skills and drive for success makes her unstoppable.
Her site, myitthings.com was one of the first user generated magazines, but most of her time is spent running the Style Coalition, working with fashion and beauty brands and celebrating social media.
Just this month she published her first book, "Blogging Your Way to the Front Row."  Check out what she has to say...
Where did you go to college and what did you study?

I hold BA in Design of Visual Communications from Tel Aviv University - it taught me everything from branding and conceptualizing to graphic design, video and web production. I also hold MFA in Computer Art from School of Visual Arts in NYC - this program was very intense and dived deeper into both technical side of the web (I had to take classes in computer science and C++ programming - yikes!) as well as the history and theories behind digital space.  In addition, I'm a big fan of continuing education courses and took several at NYU and FIT.

What made you want to start a blog and how did you get into it?Back then I worked as a Creative Director at one of the biggest digital agencies and was watching the blogging revolution from the other side. I knew I wanted to be on that side, and as early as possible. I quit my job and launched the first user generated fashion site My It Things in 2007. My vision was to allow everyone to share their favorite "it" things with others, and my own blog (myitthings.com/yuli) naturally grew on that platform.
How long have you been blogging now?

It's been more than 5 years now, which probably makes me a blogging veteran (ouch!) I remember the days when I'd go shopping to look for stories and trends to share. Today my inbox explodes with pitches and story ideas, which of course are nice to have access to, but at the same time I have to admit it's really challenging not to lose my own voice in all this information overload...

What's your favorite part of your job? These days I focus mostly on the business side of Style Coalition - creating and overseeing our client campaigns, and developing new business, which isn't as glamorous, but I enjoy a lot. As a blogger my favorite part is the opportunity to meet some of the top industry people - I remember coming into Tory Burch's showroom back in 2008 and chatting with her for few moments about entrepreneurship, travel, blogging. Or having a breakfast with Joe Zee and Sarah Jessica Parker back in 2010 - I live for these moments!!
What's your least favorite?

Dealing with people who have disproportionate sense of self importance, and I have to say I've seen them in fashion industry more than anywhere else. This quality also tends to culminate during Fashion Week time from some reason, making me often ask myself "Why am I doing this?"...

What advice do you have for people who are trying to begin a blog today?

[Screaming out loud] Have a niche! Find something unique about you, your past, your knowledge, your look, your town, your character - something that will separate you from the crowd, but also people could relate to or find value at. If you don't have it - create it!

Congratulations on publishing your first book, "Blogging Your Way to The Front Row," why did you decide to self publish it?

My initial thought was to try find a publisher, but after talking to several people in the publishing world, I was convinced self-publishing is the way to go for this type of book. I felt like people needed this advice right now, and the traditional publishing route would have take at least a year, if not more. With self-publishing it took me exactly 6 months from the moment I wrote the first paragraph to the moment my book was available on Amazon! I also felt I was already connected to my target audience - aspiring bloggers, or blogger who are looking to take their blog to the next level, and wouldn't find much value in a publisher who isn't familiar with this particular space. So far the book has been getting lots of buzz in the blogosphere, on Twitter and Facebook, so I'm happy with my decision!

What can readers expect to find in the book?  Is it all about fashion?

The book gives you all the tools needed to turning a fashion blog into a successful business. This is not Blogging 101, rather how to take an established site to the “next level.” It's filled with practical business advice based on the expertise I've gained in this industry for more than 10 years and most recently through Style Coalition and its strategic partnership with ELLE. It gives advice on how to brand yourself as a top blogger and sought-after influencer, build valuable relationships with PR companies and brands, work with advertising networks, develop new revenue streams and generally position yourself at the forefront of the fashion blogosphere. It also includes inspirational chapters by some of the most successful and business savvy fashion bloggers I know - What I Wore, College Fashion, Gala Darling, Second City Style and Corporette. I can't wait to see more and more bloggers turning their passion into a real successful career!

Outside of the blogosphere, what's your guiltiest pleasure?

Have to admit - watching silly romantic comedies, especially those about New York... They always get me!

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Check Out My Partnership with Lancome

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I'm so excited to share this video I created in partnership with Lancome!  I was chosen as one of the brands top 20 beauty and style bloggers to participate in a video series in conjunction with the Style Coalition, a network of prestige bloggers.  They sent me the Lancome Color Design 5 Pan Palette in Amethyst Glam and I was asked to create a short film about how the colors inspire me. I was lucky to get the Amethyst palette as the only color I wear on my eyes is purple because it brings out the green in my hazel. The colors were vibrant much like my fast paced NYC lifestyle, which inspired my video.

I think it's cute, but let's just say that filming it wasn't!  Since I'm freelance and most of my friends have full time jobs I often find myself asking complete strangers on the streets of NYC for favors throughout the day.  Yes, even to film me walking down the street smelling flowers and sitting on park benches.  Take a look...

Each day for 20 days there will be a new video based around Lancome's new palettes so check out what my friends have to say too and if you're a social media junkie like me, follow Lancome on Twitter and like them on Facebook.

*This post is sponsored.

Sophistication is Key, Backstage Carolina Herrera

Backstage at Carolina Herrera I filmed another video for the Style Coalition interviewing Wanda Ruiz of Creative Nail Design. Of course, I also got the scoop for BeautySweetSpot on the look, which was created by a trio of fabulously talented artists, Diane Kendal for MAC, Orlando Pita for Moroccan Oil and of course, Wanda Ruiz for Creative Nail Design who together created a very sophisticated look.

The lips were the focal point of the face.  Kendal used a new shade of lipstick that will be available in the fall called Prince Noir.  She applied with a lip brush for precision and then to create a stain finish, she blotted with a tissue.

Pita pulled the hair back at the nape of the neck and tucked it in securing with bobby pins.  "This masculine style really compliments the collars on the fall collection," he commented.  His go-to product was Moroccan Oil Luminous Hairspray.

Creative Nail Design in Dark Ruby was the color choice for the show.

Sexy Eyes and Second Day Hair, Backstage at Cynthia Rowley

Backstage at Cynthia Rowley I taped a video for the Style Coalition interviewing the lead hairstylist with Redken, Rita Marmor. As soon as it's posted I'll put it up so you can all see it. I absolutely love doing on camera work!

For now, I'll tell you about the look. It was great second day hair. A texturized tucked under pony tail with the front piece sectioned into a triangle and pulled straight back.

The makeup was hot.  It was perfect for going out late night in the city.  I got the scoop from Charlotte Willer, the lead makeup artist with Maybelline on the inspiration and how-to get the look.  The perfect skin is compromised of 50% powder and 50% foundation.  The main focal point were the eyes.  The key to achieving the sexiness a was outlining the eye on the top and bottom on the outside and inside of the eye and blending it with the finger.  Spiky lashes were a must and they were created with layers of Maybelline Falsies Mascara.

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