Copywriting

Crescendo Apparel Digital Magazine I sourced, wrote and edited stories for this monthly e-Zine through 2011. The lifestyle-oriented digital publication provided Crescendo's fashion-forward consumers with a light read on beauty, fashion and style. It supplanted hard-sell tactics with a commitment to being of service (and interest) to the reader. Varied story samples below.

Suit Yourself

Like all the items in the e-Zine, this story from the summer issue is short and sweet.

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SUIT YOURSELF!
THE STATS ON SWIMSUIT SHOPPING

Readers will be absolutely stunned to hear new research showing that women struggle to find bathing suits that flatter. (Let’s just hope this groundbreaking work wasn’t funded by taxpayer dollars.) No, but seriously.

The poll, conducted by ShopSmart magazine, does serve up interesting factoids for the bathing suit season:

* The average woman owns 3 bathing suits. Compare that to 7 pairs of jeans and 17 pairs of shoes. (To say nothing of handbags.)
* On average, women pay $47 for a new suit.
* 31% of women say the most offensive swimsuits are those that are not age appropriate. Thongs are next, with 28% calling the dental-floss look offensive.
* 61% of women go swimsuit shopping alone.
* Bikinis are the least popular style overall, except for women age 18 to 34, who love their itsy bitsies.
* 33% like how they look in a suit; 18% don’t.

Haute Read

An item about a forthcoming book, positioning Crescendo as a company on the vanguard of trends in fashion. 

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HAUTE READ
NEW AFRICAN FASHION

We were excited to hear that Helen Jennings, the editor of the award-winning African fashion magazine, ARISE, will release her new book, “New African Fashion,” this October. From the use of traditional kente prints and batiks to mudcloth fabrics, the aesthetic of African style has long been a source of inspiration for designers from all continents.

That includes the legends. In 1967, Yves Saint Laurent debuted his African-inspired collection of dresses, which featured latticed wooden beads, fringe and shells. His safari jacket came one year later.

“New African Fashion” examines both the past and present of the continent’s colors, cuts and patterns, which continue to grace runways across the world. Jennings also provides a glimpse into the future, with profiles of contemporary labels—like Duro Olowu (which the First Lady wore on her recent visit to South Africa), menswear label Stiaan Louw, Black Coffee and Jewel by Lisa.

Sounds fascinating, right? We can’t wait to get our hands on it.

Fashion Myths: Debunked

An interview with a fashion industry veteran, who debunks some commonly held myths about legends in fashion history. 

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FASHION MYTHS: DEBUNKED!
Amanda Monteiro, a fashion industry veteran who played an integral role in the launch of Armani’s global flagship in New York, is dedicated to mentoring emerging fashion industry talent, sharing insight and resources via her blog MODEcollective. In this first installment of Amanda’s “Fashion Myths: Debunked,” she shares one of the more common misperceptions about working in the fashion industry.

MYTH: Success is reserved for young designers.
FACT: Although some designers find fame and success early in their careers, many of those that have had lasting power started later in life. Today, young designers and students often plan to start lines right out of college. But a lot of industry icons were over 30 when they started their own lines—and even older when they found success. Those designers felt it necessary to gain experience under other designers in order to inform their own design philosophies and skills.

Coco Chanel: At the apex of Coco Chanel’s career, she managed four businesses, including a fashion house, a textile company, perfume labs and a jewelry workshop. She established her maison de couture at age 31. For a great read on the legend, check out The Allure of Chanel, by Paul Morand.
Christian Dior: Founded first line at 41.
Donna Karan: Showed first collection at 37, after working for Anne Klein for many years.
Giorgio Armani: Launched first collection at 40.
Tom Ford: After designing for Gucci, launched label at 44.
Yves Saint Laurent: Spent early days at House of Dior, doing routine tasks. Presented first collection after Dior’s death.

Bold Bling

One challenge in scouting stories for this promotional e-zine is that, while the content is fashion-focused, we don’t want to highlight competitors’ clothing. Jewelry, however, is wide open.

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BOLD BLING
WEAR IT WELL

Statement jewelry has been big for years now, and we mean “big” in more ways than one. A chunky statement necklace adds personality to a white tank and black blazer instantly, maintaining a workplace-appropriate profile all the while. So we love our chunky bling, but we also recognize there’s an art to wearing it well.
 
We turned to Arwa Jumkawala, owner of GemKitty, a cool eBoutique that allows shoppers to create custom earrings and necklaces, mixing and matching their own gemstones and precious metals.
 
“When statement jewelry hit the scene in around 2008, people wondered if it was going to stick,” says Jumkawala, who also offers a limited edition collection of bold baubles. “And it has, partly because it can dress up a look so easily. Since statement jewelry is so trendy now, it’s a great way to update your wardrobe without spending a lot.”

1. Hold the prints.
When you wear statement jewelry, your necklace should be the star of the show. Everything else is a bit player. Stick to neutral solids and avoid bright prints that would compete for attention. If you’re not sure, a black shirt will always work. Sorry, today is not the day for leopard print.

2. Play up your assets.
Statement jewelry draws the eye and commands attention. Think about where you want your admirers to focus. For example, if you’re having a fantastic hair day, you might want to wear statement earrings. If you feel it’s the night to show off your cleavage, wear a piece that stops just short of that area. When I get my nails done in a bright color, I’ll wear bangles or a big cocktail ring to complement my manicure.

3. Size yourself up.
Keep your body proportions in mind when styling. If you’re petite, a super long necklace will make you appear even tinier. If you have a long face, lengthy chandeliers will emphasize this. If you have short fingers, a big cocktail ring is not the best look. Ask a trusted friend.