Friday, 28 November 2014

Style in the City - Elle Fashion Cupboard

Last night I got to step inside the Elle Magazine SA Fashion Cupboard! 

This must be every woman's dream right? Visions of row upon row of shoes, bags, accessories, clothes, cosmetics and beauty products come to mind...a Devil wears Prada moment! 

The Elle Fashion and Beauty cupboard was nothing like that...surprised??? Instead it was elegant, understated and classic with muted tones and colours showcasing the the clothes and letting the accessories and beauty products do the talking! 

A look inside the fashion cupboard.

There are only two Elle Fashion Cupboards worldwide - Elle SA being one of them and Elle UK the other. How amazing is that? It's so wonderful to know that Elle SA are are at the forefront of what's happening in fashion right now! The concept behind the fashion cupboard is to provide a space for designers, boutiques and retailers to showcase their merchandise and then have the fashion team at Elle style the garments to show the readers how to wear the items and tell the story.

Last night the Elle Fashion Cupboard was showcasing Tamara Cherie Dyson - the latest Elle/Mr Price MRP Rising Star winner. Metallics and sheer fabrics in soft colours was the main theme with the idea of bridging Northern and Southern Hemisphere seasons...making the clothing wearable in both climates with just a few minor adjustments by adding and removing different layers. Tamara's range will be available at Mr Price in the new year so make sure you have a look out for that!

With a few of the "Ellebelles" from left - Emilie, Tarryn, Louise and Elle Rising Star Tamara.

I also got to see where the magic happens...where the pages of Elle gets put together and comes to life! The girls don't have designated desk space and each morning everyone just sits where ever there is a free desk...even next to Emilie if you lucky enough! This creates a much more relaxed and intimate work environment ensuring the Elle reader gets first hand fashion advice and expertise! 

A closer look inside the Elle offices.

Once again Elle SA has exceeded my expectations with a brand new concept and a 1st for SA in the fashion industry...with Emilie at the helm only exciting things are instore for the magazine!

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