May 28, 2015

Video: Origami Wins at Beauty Expo Style Competition

To go from the shower to runway-ready in anything less than an hour should be declared an art. But the six teams in the SFFMA’s recent Beauty Expo Style Competition had just 30 minutes to create high-drama looks.

When the time was up, Sophia Guerra and Kelli Eng from Rockridge’s Lucero Hair Salon took home a cash prize with their Japanese street style-inspired look, complete with origami paper cranes they folded on the ride over.

The competition was just one element of the four-hour event from the San Francisco Fashion Merchants Alliance. Hosted by Pigment Cosmetics on Saturday, May 28, the evening also included opportunities to connect with local fashion bloggers and attend a model boot-camp session with veteran model coach Charleston Pierce.

Video by Lindsay Harte

The Do List: San Francisco Fashion Events May 23-29

With a holiday weekend on the horizon, there’s much to do for style-seekers in San Francisco this week. On the SF Indie Fashion Calendar, find ways to master your unruly locks, indulge in shoes both sexes will adore, mingle with fashion bloggers, witness a styling competition, shop with smashing views of the Bay and party hard in support of local art and independent designers.

  • When you don’t know how to handle a tool properly, you can risk looking like one. To avoid that fate, Tuesday’s How To with Hot Tools Party at Beauty Company comes to the rescue with professional tips and tricks for mastering hair tools, including curling irons, blowdryers, flat irons and hot rollers. RSVP in advance, as space is limited. Do it for your ‘do.
  • We love equal opportunity shopping opps. Hence our laser-like focus on Thursday’s Martha Davis Shopping Party at Cow Hollow boutique Conifer. During the event, the local shoe designer presents her line of loafers made for men and women, and shoppers will receive 10 percent off Martha Davis shoes.
  • The weekend is packed with fashionable events. First up, Treasure Island Flea opens for the first time on, you guessed it, Treasure Island. Spread over two days, the ongoing monthly market slated for the last weekend of every month brings vendors selling fashion, food, vintage items, homewares and more to a scenic outdoor venue in the middle of the Bay.
  • Saturday afternoon brings the San Francisco Fashion and Merchants Alliance’s Beauty Expo, a fundraising event for San Francisco Fashion Week that combines workshops with a styling competition at Pigment Cosmetics. Bloggers such as Nicole Lindgren of Style Bust and Alison Messinger of Eclectic à la Mode will discuss blogging and social media, Charleston Pierce hosts a model bootcamp and seven teams will compete in styling competition whose judges include Greg Griffin of Barber Lounge, Brad Carrick of Solz Shoes, Mario Benton and Amy Soderlind of Refuses To Label.
  • Cap off Saturday night by reveling at the 13th anniversary of Chillin’ Productions, featuring work from 80 independent fashion and accessories designers and 200 artists inside the cavernous confines of SoMa’s mezzanine. Live painting, live screenprinting, a slew of DJs and video installations add to the event’s let-loose-and-party vibe.

You can find details on all of these events and more happening this week on the SF Indie Fashion Calendar.

What Went Down at SFFAMA’s Fashion Mash-up: Why Blog About Fashion?

Fashion Mash-up Panelists (L-R): Nicole Lindgren, Christina Topacio, Ranier Falco, host Joanna Riley-Weidenmiller, Maggie Alhadeff, Siv Lam, Mira Torres, and Avalonne Summers

Launching a fashion blog? For anyone tackling this topic, The San Francisco Fashion and Merchants Alliance held its Fashion Mash-Up ‘Why Blog About Fashion’ last week to help. Read on to meet the panel of distinguished Bay Area fashion bloggers and their thoughts on the state of fashion blogging.

So why blog about fashion anyway? SFFAMA creator Owen Geronimo and 360Fashion’s Joanna Riley-Weidenmiller joined seven Bay Area fashion bloggers in a panel discussion last Thursday to dissect this topic.

Referencing a statement by Rachel Zoe who said ‘style gives you a voice without speaking,’ panelist Maggie Alhadeff of Mimosas in Bed said, “with blogs, it gives you an actual voice that goes beyond that.”

The other six panelists for the Mash-Up included Style Bust’s Nicole Lindgren, The Falco’s Rainier Falco, Profresh Style’s Christina Topacio, Avalonne Summers of the girl from hk, ldn & sf, J.Crewaholics’s Siv Lam and The Beauty Bohemian’s Mira Torres.

The seven panelists represented a range of personalities, a key asset all agree is necessary from the blogger for creating a blog that will stick with readers and maintain following.

“Be as real as possible,” Topacio says.

Topacio not only talks about personal style, but love and relationships on Profresh Style.  For Summers, who studies  film, fashion is a hobby and her blog a supplement to her film-making interests. Falco chooses the controversial, snarky approach to lure in followers with his sarcastic humor. You shouldn’t have to guess which of the panelists’ blogs started as a J. Crew obsession, while others cover beauty and fashion in a variety of ways.

Whichever approach the blogger chooses, panelists agreed on one thing: know your niche and stick with it.  Keeping your audience engaged, panelists said, requires pairing old basics of “talking to your readers” with the new rules of social and mobile media technology such as Facebook, Twitter and linking all of this technology to spread your voice.

What will combining all of this technology with a unique blog voice mean for fashion? According to Rainier Falco, it may mean a lot in the future.

“Fashion bloggers are basically the historians of fashion [today],” Falco says, “and in 50 to 60 years when people want to dress vintage, they’ll look at our blogs and see how it was done.”

Photography courtesy of Del Geronimo and Nichole Albright

The Man Behind the SFFMA: A Chat with Owen Geronimo

Spend any amount of time in and around San Francisco’s growing fashion community, and you’re likely to run into Owen Geronimo. Founder of the San Francisco Fashion and Merchants Alliance (SFFMA) and producer of local events such as this weekend’s San Francisco Fashion Week – The Reinvention and the ongoing Fashion Mash-ups series, Geronimo is constantly organizing gatherings that give local designers the opportunity to show their work [Read more...]

Runway Recap: Pret-A-Porter


A crowd of San Francisco fashion fans turned out for the San Francisco Fashion Merchants Alliance-sponsored Pret-A-Porter show on Saturday night at Press Club, which is fast becoming quite the popular venue for local fashion events as of late. Among them were designers, shoppers, models, photographers and even a local celeb: Jay Nicolas Sario (check out the pic StyleWylde snapped of the Project Runway alum).

Down the long, narrow runway spanning the length of the subterranean wine tasting venue, apparel and accessories from Anya Tatarenko, Magdalena Trever, Malin Namita Couture, Mikelsen, Rock Chiq, Tosca Soraya, Vayaro, West Coast Leather and Work Clothes sauntered by in front of seated VIPs and standing guests.

We’ve pulled five choice looks from the many that appeared before onlookers. At top, we kick the images off with the hand-printed apparel of Oakland-based Work Clothes.


Print jumpsuit by Mike Seneriches’ label Mikelsen, which made its debut at the show.


Classic pink blouse and skirt by Anya Tatarenko.


Cocktail mini dress by Rock Chiq.


Tiered-skirt party dress by Tosca Soraya.

Photography courtesy of Doug Birnbaum. Want to peruse more photos from the event? Check out Birnbaum’s flickr stream.

More Runway Recaps