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Mags from The Smart Girls Fashion Guide: “I do think that overall British street style has a very grungy feel to it”

There’s something irreverent and chic with Mags’ blog. The first promise you read from her is:“If you’re bored of reading yet more fashion nonsense churned out by the internet, I hope you’ll at least stick around for my uncontrollable sarcasm“. I can tell you one thing: this girl does not talk BS. This girl has attitude.

Mags: you say you “don’t like bloggers with egos. They stink”. How do you smell the right digital people? :)

Usually, I’m just drawn to people who have a lot of fun and don’t take themselves too seriously. The whole blogosphere turned red when Company Magazine published a ‘Super Blogger’ edit and people were miffed that they didn’t make the cut. But my philosophy is “it’s just blogging”. It takes A LOT to become a super blogger; I’ll never be one and I’m happy with that because it’s just a hobby for me.

So it’s always great to meet like-minded people – bloggers who have other interests outside of their blogs!


Your blog aims to give some advice to your readers: how do you pick the topics you’re going to write?

I don’t know if what I post counts as advice, or I don’t try to advise people too much anyway. I work in fashion so I share a few industry bits and bobs and I post about new brands and the small independents that people may not have heard of yet (the big dogs don’t need people like me). I just hope people find it useful or interesting.

The topics are usually inspired by current catwalk trends but mostly just what I come across when I’m shopping! I really do seem to find fresh and exciting designers / retailers every week and I spend a lot of time on etsy searching for crafty fingered folk too.

How would you define a “British fashion” identity?

There really isn’t one “British fashion identity” I don’t think. Every city or town can be different but I do think that overall British street style has a very grungy feel to it. I love Camden for street style inspiration. Everyone is so effortless there.

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

I don’t agree. I love fashion. I love everything about fashion. I can’t get to sleep at night sometimes because of fashion (building outfits in my head). But I don’t think it has the power to change the world. It brings people together and it’s inspirational just like art – but it doesn’t feed the poor or instigate world peace – haha! Now music….music can probably change the world. ;)

Where can we follow you?

You can read my blog over at and sign up to my RSS feed to get my latest posts. Or you can follow me on Twitter at @magstheblogger.



Let the sunshine in with Bensimon and the sublime voice of Teejay

Bensimon brings some fresh ideas today with the launch of their new music video, “Let the sunshine in”, starring a girl-next-door with pop-colors way of life.

We especially love “Teejay” voice, unknown (but soon to become famous) YouTube cover-singer.
Director: Wandy Sinesi,,
Music: Bruno Morisetti, &
Singer: Teejay,

Lucy Fetch Fashion dogs Bikini_Tank_1_large

Heidi Cox from Fetch Dog Fashions: “I can go a little over the top and people love it”

When we first discovered Fetch Dogs Fashions, a brilliant project based in New Jersey, we suddenly started to see DOGS everywhere: in London, there are advertising about our lovely puppies everywhere: on double-deck buses, in newspapers. Gardens and parks are inhabited by nice dogs and pet lovers. And even more crazy: my office is just in front of a vet practice (the one where Alexander McQueen used to bring his dog). I wanted to know more about this rising phenomenon for dogs fashion. And Heidi Cox knows pretty well her business, you’re lucky readers.
Bodhi from Menswear Dog blog, Harvey Nichols and their new breed: dogs have never been THAT popular in fashion: how do you explain that?  
People are used to seeing cute small dogs wearing cute clothing or being carried around.  Everyone still loves these little dogs but the use of bigger dogs by Harvey Nichols & Menswear Dog blog dog Bodhi is fresh & new… it catches peoples attention because they are not used to seeing it.  Fashion is always evolving and it makes sense that something so popular as small dog fashion expand to larger dogs.  I think its a genius campaign by Harvey Nichols… the bigger dog catches peoples attention.  My star model is a 25 lb Boston Terrier Lucy.  Often people use 3-5 lb dogs as clothing models but Lucy looks great in everything!   I couldn’t resist hiring her.  I am surprised by the number of requests & inquiries I have had large dog outfits even bigger than Lucy.  I recently added Tutus & Bow Ties for dogs up to 125 lbs and I plan to add more large dog items.
 A lot of detractors say that designing clothes for dogs whereas human beings die in some countries because they don’t have access to safe drinking water is absurd: what do you answer to that?
Everyone has different things that are important to them based on what they have been through in their live.  I am passionate about fashion & I love dogs.  It only makes sense for me to do something I love.  And having a my own company has allowed me to make donations to non-profit organizations that help people and help dogs.
My vision for Fetch Dog Fashions is not only to create adorable dog fashion but also to connect with a community of people who also love dogs.  I have started a blog to bring people together to share tips and advice as “dog parents”…everything from training tips to where to find organic dog treats or how to select the right breed for someone looking to bring a dog into their family and other topics that are important to dog lovers.
There will always be critics in life but I have to do what makes me happy and in return I hope to spread happiness to others.
How do you design a collection for dogs?
When I add new products or new collections to my dog clothing line I take inspiration from many places.  I think most designers do.  I wear a lot of neon & animal prints so I naturally gravitated towards including neon & animal prints in my line.  The other thing that is really fun about designing for dog clothing is that I can go a little over the top and people love it:  sequins, ribbons, lace, polka dots, ruffles, faux fur, witty prints, etc the more the better!  Since I am passionate about it, my mind is constantly going 1000 miles a minute with new design ideas.  I have more design ideas than I have time to create.  Sometimes its hard to stop thinking about what to do next because I love what I do.
Where can we follow you?
People can follow me on:
-Website & blog:
Theres also more about the story of how I started Fetch Dog Fashions on my website:
Lucy Seremak

5 minutes with Lucy Seremak, Polish blogger and fond of the Golden Age of Hollywood

Today, our world tour drives us to Poland, where we meet Lucy Seremak from Insider Online. As Warsaw is progressively attracting a lot of new talents, we wanted to get a “local” point of view.

When and why did you start blogging?

I was always fascinated by new media, fashion and magazines and I thought it would be great to be a part of it. So about a year ago I started my blog.

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

I don’t know if fashion is changing the world but for sure it influences it a lot. Now fashion is not only about clothes, it is architecture, music, food, tech, vehicles. It is in almost every aspect of our lives. Even in politics, just look at Michelle Obama and her relationship with fashion. For the second time, she’s Vogue’s cover girl, and that means something. But (to quote Stan Lee) “with great power there must also come great responsibility“. On one hand fashion icons, brands, models are involved in great amount of charity but on the other, fashion industry is partially responsible for creating unattainable, unhealthy models of beauty. Do I think slim models like Anja Rubik look beautiful? Of course I do, but I believe that beauty doesn’t know size. This is one of the things I want to show on my blog, you can wear size 12 or 16 and still look pretty and fashionable. I’m not size zero but I’ve learned how to dress properly to my figure.

Can you define a fashion identity in Poland?

For sure we like to keep up with the trends. Even though 30 or 40 years ago we only had like 3 brands available on the market, everyone was sewing and tailoring at home. Now we have big retailers, luxury brands and online shops from around the world. Not to mention a lot of great Polish designers like Bohoboco, Zuo Corp, Nenukko, Lukasz Jemiol. With all that everyone can create their own unique style.

What are your sources of inspirations?

Generally I’m inspired by the Golden Age of Hollywood and contemporary New York but really I take my inspiration from everything. It can be movie, piece of furniture, song, my friends and my favorite blogs ManRepeller, Hanneli and Cocorosa. And of course magazines, as I said before, I’m fascinated by magazines, not just the photos or layout but the whole experience of keeping it in hand, flipping pages, smell, the process of creating it… Probably I’ll be the last person on earth that will be still buying paper magazines instead of downloading them.

What can we wish you?

Just an Upper East Side apartment. I’m kidding. I wish that my blog grows enough that I could attend New York Fashion Week.

liu wen h&m

Liu Wen for H&M Spring 2013: the new icons

In London, we’ve been attracted by the new H&M campaign, starring among other new “icons” a model called “Liu Wen”. This campaign is both “normal” (in a positive way) and intriguing.

Well done Alasdair McLellan & Claire Richardson

We like what she says about what “being an icon” means:

“An iconic woman has classic style, a good heart and is confident – that makers her beautiful”


galarie lafayette fashion sport caroline daily skate slanelle

When fashion bloggers imagine a pursuit by night at Galeries Lafayette for Fashion Sport

We already knew that Caroline Daily had amazing ideas. Very early, she knew that she had to invent and create original art directions, for her blog but more importantly for her stylist work.

Her new gigantic idea is a real breakthrough: casting some of the coolest French fashion bloggers (Marion, Marie, Marion, Vanessa) who had to chase with skateboards and louboutin after the dandy Sébastien.

© Roman / Caroline Daily

You can have a look at the work on Caroline Daily work, and some backstage pictures on Slanelle’s blog.

Shooting by “Roman”.


Afaf and Marwa blog

Afaf & Marwa: from Morocco with fashion love

Afaf & Marwa are two sisters, living in Morocco. They started blogging 2 years ago, and their style is fresh, simple and enthusiastic. We definitely wanted to get their energy.
When and why did you start blogging?
We started blogging two years ago ! At the very beginning, it was just for fun, but it became more serious. But the main reason has always been to share our passion with readers from all over the world, and to contribute in the development of Fashion in our country, Morocco. It’s like showing Moroccans that fashion doesn’t have any limit, any border..
How would you define the “Moroccan style” as a fashion blogger?
With globalization, Moroccan style is very close to the European and American one. We have international brands, we read international fashion magazines, so our sources of inspiration are quite the same. However, Moroccans are a bit conservative. We consume fashion, taking into account our traditions and habits.Thus, Moroccan style is a sort of Occidental Fashion adapted to life in Morocco.
What do you expect from brands?
What do we expect from brands.. Trust and also Respect. Some brands consider fashion bloggers as a bunch of people who waste their time posting photos of them.. While it’s not ! Fashion bloggers do a great work, and brands should stop thinking that these blogs are a platform for free ads.
“Pochette Cartable” Afaf & Marwa Créations
“Fashion can change the world”: what do you think about that?
Fashion can really change the world ! But there are some other things that can lead a better change.

We think that fashion can’t do it alone.
What can we wish you?
Long life to Afaf & Marwa, more and more visits from all over the world, success, beautiful things, and the list can’t end ! We hope that you will enjoy our content you, don’t hesitate to tell us what you think ! It’s very helpful !
the boulevardiers laurent francois vu quan nguyen Nous-sommes-une-femmes-comme-une-autre-v-def

April Cover Girl: we are women

We’ve been shooting “cover girls” for two years now. We wanted to show girls and women from any social status, any origin. The only leitmotiv is that they need to have a story to tell. And it’s also been 2 years now that we try to keep on talking about fashion and society as we think that cultures shape trends.

We needed to reinvent the borders, the limits.

A community is created through inspirations we share. It’s no longer about gender, job, religion only. We need to consider fashion as pervasive gateways to the next ideas, from a reference to an other illustration. Echoes of cultures sometimes conflictual, sometimes complementary. We did not want to “marry” 2 women or 2 men this month, as so many of the magazines we like and read did. We wanted to marry 2 very diverse identities: ours.

© Ghislain Mirat

We’re already the woman next door. And we won’t actually try to define our manhood in another way.

© Flavie Trichet Lespagnol

Looks: VQ – Total look A.P.C. : hat, tee-shirt, jacket, jean, shoes.

Looks: Lilzeon – jacket TOPMAN, sweat Newlook, jean ASOS, jacket Levi’s, shoes Supra.

Thank you Ghislain Mirat & FTL+


Nike Home Turf Pack: AlunaGeorge, WU YUE and Jacopo Ceccarelli reinventing Nike Air Max for its birthday

This is massive. As Nike Air Max is turning 25,  Nike introduces a series of stories of reinvention from London, Paris and Milan.

The creative idea is very interesting: AlunaGeorge, WU YUE and Jacopo Ceccarelli took some cues from each city’s architecture & streetstyle to reinterpret with their own talents the famous Nike Air Max.

We especially love AluneGeorge’s version: as Aluna says, “While living in the suburbs I was the odd one out. In London I found out who I am, who I want to be, and how to make it happen, because this is a make or break city. If I hadn’t moved to London I probably wouldn’t be making music in the same way… or at all. You need the kind of environment that’s conducive for writing”. Their Nike Air Max is a mash-up of matte and shine, in reference to the grit of luxury meeting the daily bread of people in transports. London is a tough and bright city; and being able to transform a positive energy into a Nike Air Max model is a big performance.


It’s true that a lot of adulescents (you know, this fusion of the French word “adolescent”, meaning teenager, with “adult”) have a deep story with Nike Air Max. I remember chasing a classic pair in Palm Springs, California. A white and blue. Because they were a symbol of my journey in America. White, blue; taking the sand and my thoughts, my on-going memories and keeping a footprint of my energy.

I miss this pair, left behind me when I then moved from Greece.

There’s authenticity in this Home Turf Pack. Happy birthday Nike Air Max.


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