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Hana Tajima_fashion_blogger

Hana Tajima, Style Covered: “there has been a reawakening of personal creative expression in young Muslim women”

When we met Hana Tajima, who blogs on Style Covered, we quickly had a triple addiction: amazing aesthetics in her shootings and designs; the fusion of so many roots (Japanese, British, Muslim); and a certain openness when it comes to talking about her beliefs and her inspirations. We had a chance to interview this bright phenomenon. You’re luck guys.

© Style by Hana Tajima

Dear Hana, when did you start blogging and why?

I started blogging about 4 years ago. It was just another kind of sketchbook, and although a very public one, it allowed me to explore image and video in a way that I hadn’t before.

Your work is a really intriguing mash-up: most of your models aren’t covered whereas you always appear with a headscarf; you recently quoted Christopher Kane or Fashion Week’s monochrome style as big sources of inspirations but Allah is not that much mentioned on your blog. Most of the “modest” fashion bloggers we’ve discovered remain in some very strict rules, whereas most of the non-modest fashion bloggers seem to be absolutely against the idea of religion in fashion, unless it is to be distorted. How do you consider yourself? A Muslim fashionista? A spiritual free soul?

Style Covered is very personal to me, and being a Muslim, and coming from a mixed ethnic background it means I have a very distinct lens through which I see the world of fashion.  But it’s still very much a fashion blog, and the simplicity of that premise leads people into being less judgmental.  People aren’t just one thing, and shouldn’t have to categorize themselves. I’ve been non-Muslim as well as Muslim, I have a Japanese father and an English mother, lived in many different cities and countries.  All of these things are reflected in my style, and because they are so inextricably combined it means that all the barriers fall apart.  It might be that there’s something in that that people identify with.

 What are the blogs you like to read?

I’m selective about the blogs I read regularly.  Style Bubble was the first that really opened my eyes as to what a fashion blog could be.  People like Evita Nuh of The créme de la crop, and Nadia of are endlessly inspiring because they have such strong visual personalities.

© Hana Tajima, Style Covered
© Hana Tajima, Style Covered

You contribute to the association “Merlin”: can you tell us more about this engagement?

I donate 10% to various causes for everything I sell, one of these is Merlin.  Merlin is a wonderful healthcare charity that sends doctors and nurses to regions that have been affected by disaster, they also set up support systems so that the care is ongoing.

Fashion can change the world: what do you think about that?

I don’t think fashion needs to change the world, but it can make it a much more interesting place.  It is the people behind the fashion, that make the changes in the world, which is why street style is so fascinating.  Style is a creative expression of these personalities, and that can be a powerful thing.

Do you consider yourself as an icon of contemporary Islam?

I think icon is the wrong word, but I am incredibly glad that there has been a reawakening of personal creative expression in young Muslim women, and am grateful to be a part of it.

Can you tell us the story of the “Octopusface” design: ?

Octopusface was an illustration that came out of a very specific feeling.  A sort of frustration that is both internal and writhing while also being outwardly suffocating. It’s an odd thing when you can feel constricted but also safe from a more wavering reality.

What do you expect from fashion brands?

The brands I feel are most successful are ones that have a strong sense of identity.  Once you have that, you have to keep exploring new ideas and allow yourself to evolve.

Where can we follow you?

My website is the blog is You can also find me on facebook through the blog and twitter @hana_tajima

louis vuitton porno chic

What’s happened to Louis Vuitton? James Lima and Porno Chic?

Louis Vuitton AW13 by James Lima from LOVE on Vimeo.

Spotted on Diane Pernet blog, the last Louis Vuitton collaboration with Love Magazine.

Katie Grand, Creative Director, declared: “James Lima is one of my favourite directors to work with so when the opportunity arose that he may be available to shoot backstage at the Vuitton AW13 show, I jumped at it. I knew the character was his kind of woman; she was French and a lady that enjoys the night time. James shot at the same time as we worked inside the studio on the show fittings; he was shooting on the streets around Pont Neuf. Once again we used LOVE favourites: Cara Delevingne, Edie Campbell, Lily McMenemy, Saskia de Braw, Magdelena Frackowiak and Isabeli Fontana.

We don’t really know if we like this film or not; we were used to innovative reinvention, that Louis Vuitton spots emerging trends and never seen before clusters…But celebrating Porno Chic, seriously?

We’re not the only one to doubt of the relevance of the film. Daily Mail also dares to use the word “prostitution”…Not quiet sure that it really refers to French elegance or “ladies who appreciate nightlife”.

Maybe we’ve become too conservative…or maybe we think that porno chic is not deviant enough. At the end, this in-between leaves us with big skepticism.


Director: James Lima

Creative Director: Katie Grand

Models: Cara Delevingne, Edie Campbell, Saskia de Brauw, Isabeli Fontana, Lily McMenamy, Georgia Jagger, and Magdalena Frackowiak

Show styling: Katie Grand

Hair: Guido

Make-Up: Pat McGrath

Music: Steve Mackey

Film Styling: Anders Sølvsten Thomsen


My recent addiction to REISS 1971

We are bad, bad, BAD!!! We fashion bloggers sometimes spend so much time online, trying to discover new emerging brands, tricky ideas, inspiring styles, that we just completely forget high street. Yeah, we get low on high street major players (I don’t even know if it’s English, thus). So this Saturday, I did something crazy: I went to Reiss, just in front of Covent Garden station. Yeah, you read it well: Reiss.

Maybe for you English-speaking fellows, it might sound not that surprising; but for a male + French + East Londoner, Reiss was associated to a certain idea of older preppy families; to people sailing on a yacht in French Riviera; to men who don’t want to get dirty in shabby-chic night-life, who aren’t into arts and pervasive meetings.

I was wrong, oh so wrong fashionistas. Don’t blame me; I’ve just confessed. I’ve discovered, 3 years after everybody, their younger and edgier sub-brand, called “1971”.


The collection is utterly premium; a mix of retro-attitude which fully mash-ups with current trends, promoted by Open Ceremony for instance. I have a crush on this jacket for instance, which could perfectly suit to Ryan Gosling in Drive 2:

For girls, the collection is even more subtle; a sort of Kling but more premium:

Reiss 1971, for wanderer with a twist of chic.

selektor boulevardier hit bag

Hit Bag Fans selector #7: Je ne veux pas travailler

Every Sunday, we ask our Facebook fans to share their good songs, in order to discover new artists, have fun, debate and discuss. We’ve then decided to consolidate them in a YouTube playlist :) A sort of good selector to start the new week :)

Grace Jones – La Vie En Rose
BenZel & Jessie Ware – If You Love Me
Amy Winehouse – Tears Dry On Their Own
James Blake ‘Retrograde’
I’ve Told Every Little Star – Mulholland Drive
Pink Martini – Je ne veux pas travailler / Sympathique
The Popopopops – Pure (Equateur Remix) [HQ Audio]

thank you fans!

MH Pora
Jennipher T.
Jessy P
Kim Kimie
Eevil Midget

care zadig & voltaire

Care x Zadig & Voltaire for International Women’s day

CARE + Zadig & Voltaire have launched an interesting initiative in France; they’ve revamped their classic T-shirts with Tunisian collars with a nice motto:

“Men of quality are not afraid of equality”.

Our only concern will be that it – again – splits men vs women when it comes to equal rights. Not sure it’s the right path to change the whole society.

kira fashion blogger

Kira Aderne from Brazil: “fashion gives an impressive sense of community”

We sometimes have digital crushes…And I’m going to be honest: the first tweet we’ve sent to Kira Aderne from Kira Fashion was: “btw you have an AMAZING style! do you sometimes come to London? we could arrange a shooting!!!“. Brazilian fashion scene is on the rise.

When fashion meets personal journeys, we can bet that you’re going to become addicted to Kira daily stories.

When did you start blogging and why?

I started blogging about 6 years ago! A long way…and my main reason is still the same until today: helping me in elaborating my fashion choices and sharing the things I love.

You often try to mix cultural scenes (dancers, urban exploration) to fashion: how do you prepare your shootings?

Everything happens almost unplanned. It’s funny because I don’t prepare much. Although, when I set up an outfit, I try to think of a good location for the photos. However, most of the time, I decide it in the car on my way to the photoshoot.

What are the blogs you like to read?

I love to read bloggers who remain true to themselves through the years. That’s why I love Karla’s Closet ( from the US, one of the first blogs I discovered! And Zebra Trash ( from the North of Brazil!

kira fashion blogger 2

Fashion can change the world: what do you think about that?

I bet it’s so right! It gives an impressive sense of community in gathering through the same passions and desires. It doesn’t matter if you live in Brazilor in Japan, we’re all on the same page! It makes the world smaller and consequently, it gets us closer.

What do you expect from fashion brands?

I expect that, day after day, we get closer. After all, we have the same goals. Brands need customers and customers want brands. And blogs, working with full transparency, can make this relationship stronger.

Brazil: if we want to better get a sense of what’s going on there, where shall we go (both in real life and online)?

We’re a huge country and a very diverse one. To know a bit of our land and our people, you should come at least for 4 different places: São Paulo, Rio de Janeiro, Recifee Manaus(from Southeast to the North of Brazil). Doing that, you can have a taste of our culture and our people. Online, visit:

Where can we follow you?

Via Instagram: kirafashion; Twitter: @kirafashion; Facebook:; blog:

Saint Laurent, Ready to Wear, Fall Winter, 2013, Paris

Saint Laurent Paris FW13: runway review “Walk of Shame”

Hedi Slimane finally crashed the legacy of Yves Saint Laurent after carefully burning down the archives with respect last season. And along with that, he succeded in two manners: one having us editors start our papers with no choice but his name, two killing the historical idea of a singular Parisian Woman.

Conservatives will of course enrage that their iconic French House of Fashion has finally embraced a globalized universe of inspirations instead of focusing on a proud national ideal. The fact that this new collection repositions the style of Saint Laurent closer to classics of brit punk Vivienne Westwood and stares into the imaginations of contemporary glam-trash authors like Breat Easton Ellis means that Saint Laurent is now a real worldwide brand with connections to pop culture in a way only top competitor Chanel has ventured in earlier.

But what worries us most is not these new grunge inspirations. We always knew that could be expected with Rock and Roll Pope Hedi Slimane.

What really worries us is the manifesto behind the attitude and styling the models showed on stage. Disfigured and washed out by a dark and dull make-up, they look like venturing back from a night of abuse. Even Cara Delevingne looked incredibly hungover. Although we’re not patronizers on contemporary morals, how should parents look at this show? A blunt statement about the irresponsible life of their children? A warning call to attention for a depressed youth?

As fashion is concerned, we’re pretty amazed at how darkest designers like Rick Owens might (or not) feel challenged by this unsubtle but smart posture. Times are dark, and designers work their way either through it or around it. The truth is now alight: Hedi Slimane drove right through them on a blazing chopper.

gang dong Won

Adidas Unite all Originals campaign. Collider ON.

Adidas has just released their new 2013 global campaign. A-Trak and So Me clash talents and sample lives to bring in a new style for adidas Originals. It’s basically an exciting collision of art and style. This cultural accelerator let people create untypical digital mash ups, where artists become the raw material of outfits selection.

It’s interesting to see that Adidas had already revealed a local adaptation of this campaign with Kang Dong Won last January (a popular Korean & Japanese actor & slasher).


Harvey Nichols, the new breed: real genius or impostor?

Let’s face it: Harvey Nichols remains a sort of mystery for any foreigner living in London. Because the luxury store is pretty confusing: you know what you’ll get at Harrod’s: a mix of premium classic brands, great food and gorgeous Egyptian escalator; you also know what you’ll get at Westfield: an American mall for classic fashion & luxury brands; you also already know you’re going to love Selfridges (not only because we’ve watched Mr Selfridge…). But when it comes to Harvey Nichols, you can hesitate between the impression to attend a masterpiece of British genius or the worst of mass consumerism.

Harvey Nichols had a long track-record of provocative ads. For instance, The Harvey Nichols Walk of Shame “which promised to make every girl’s worst nightmare a stylish one has been cleared of sexism by the Advertising Standards Authority”. To be fair, my first reaction as a male fashion blogger was to dramatically laugh. Why? Because it seems SO close to what I experience in London after 10pm on Friday night: girls who used to be beautiful hours earlier were suddenly wasted, losing any sort of glamor.

But when I watched the ad again, I suddenly felt sorry both for the girls and also for Harvey Nichols: most of their consumers are not thin preppy ladies but British ones. And the British girls are not all skinny; making fun of only fat girls in this ad was a business misconception. And when you condemn a specific population, you expect a new inspiring role-models. But at the end of this film, you have a very conservative proposal: a lady wearing a chic dress going back home, saying hello to the postman (so it means that the girl is probably not working so you can wonder how she got this fabulous property). As a modern man, I hate this cliché conception of womanhood. And as a citizen, I wonder if Harvey Nichols realizes what modern women’s daily lives are.

Harvey Nichols has just released a new campaign, presenting adorable dogs in premium it bags. It’s called “the new breed“. As Phong Lulu reports, “you’ll get special “doggy-bag” packaging with every purchase at the Knightsbridge flagship“. And again, I’m confused; the only girls and boys I’ve seen wearing pets in their bags were either very strong stereotypes of Cliché or nice grand-mothers. It could have been funny, but the manifesto written by Paula Reed, Harvey Nichols Fashion Director, is not really offbeat:

“Between the superstars that dazzle in the fashion firmament, there is a galaxy of twinkling gems…these innovators, conceptualists, shining talents and early adopters all features on the pages to follow…”

So it’s not ironic, but a truly engaging brand manifesto to highlight the “next generation”.

Harvey Nichols: you need a new art direction (or at least to talk internally about what you want to say to us, your consumers).