Hello and happy Monday my lovelies!
Today is my first day back at work so naturally I am using my time to create this blog post – which should have been done a few months ago but the end of last year just got way too hectic and then I spent the summer livin’ la vida loca so my bad. But it’s here now and that is all that matters.
The launch of the ELLE Fashion Cupboard took place on the 27th of November at the new ELLE offices just off Kloof Street in town (and quite literally up the road from my apartment); the second of its kind after ELLE UK which is quite remarkable. I was lucky enough to attend due to a competition on Instagram that asked followers to post pictures of store fronts and visual displays they loved or found interesting. After going through my camera roll I realized I am slightly obsessed with window displays and posted a casual eight images. IN A ROW. But no worries because they were clearly cool enough to garner the ELLE Belle’s attention and win me a spot at the launch.
The ELLE Fashion Cupboard is an awesome initiative because its a space that is as versatile as it is beautiful. Newly appointed ELLE South Africa editor, Emilie Gambade, introduced guests and explained the value in having this kind of space in fashion – a place where designers, brand and consumers meet and collaborate; a studio space for shoots and styling projects; a unique showcase for new collections or designer pieces (such as ELLE Rising Star Tamara Cherie Dyson’s winning range); and a potential yoga space for the ELLE team. Personally, I wouldn’t mind getting into downward dog in a space that light and beautifully constructed. Emilie also mentioned the importance of the reader and how the Fashion Cupboard allows insight into the daily life in the ELLE office through social media posts, interviews and a Go Pro style time lapse of the activities taking place between those walls. Interaction with the reader is essential and the ELLE Fashion Cupboard is the kind of playground that brings everyone together.
The event was really wonderful and it was quite special to be so intimate with the pieces from Dyson’s capsule collection that won her the coveted 2014 ELLE Rising Star title. Guests were treated to champagne and delicious canapés, funky beats and selfie sticks on top of the priceless opportunity to speak to the ELLE Belles and welcome their new home.
Here are just a few snaps of the launch but you’ll be able to see more on the various ELLE platforms as the Fashion Cupboard becomes a more utilized space…