M A G A Z I N EV O L U M E 1

2 010 E - D I T I O N

where fashion is atomicS I L I C O N VA L L E Y

INNER GODDESS

SWATI COUTURE

MY BFCLOSETANDROGYNY

BACCANATION

BACCA DA S ILVA

CHRISTALCLEARCOSMETICS

U M B R E L L A S A L O N . C O M

2 N. MARKET STREET

P 408 293 4242SAN JOSE, CA 95113SUITE 100

EDITOR IN CHIEF

Matthew Mountford

ART DIRECTORJack Husting

FASHION DIRECTORJennifer Giles

SENIOR EDITORJennifer Elias

MANAGING EDITORMonir Monfared

He2

Editorial Director |Editorial Manager |

Jon XavierSophia M. Papadopoulos

Jerome IlaganJennifer Elias

Angela MarinoCalli Perez

EDITORIAL

Tim WalkerJack Husting

Sebastian VidoYuli Honda

Andrea Henneman

PHOTOGRAPHY

Paul DeLeonMai HuynhMy Nguyen

Mario Lomas

DESIGN

Monir MonfaredRenata GarayKarissa CaseyChristina KingJasmine Dove

PROMOTIONS & BUSINESS

Model Coordinator |Designer Relations |Boutique Relations |

Cherelle CruzCalli PerezAngela Marino

Adi GonzalesAndrea Henneman

Karissa CaseyAnnaMarie Emery

FASHION

Helium Magazine is an independent network of individuals working to inspire the creative bend, brand Silicon Valley with a new artistic vision,

and promote local fashion designers and artists.

|c| 510.861.4607|f| 408.457.9138

2147 S 10th St. San Jose 95112info@sjHelium.com

C OV E R | 1

Photograph by Matthew Mountford, model Rubal Kaur from JE Models, Makeup and Hair Styling by Christal Saville, makeup from Christal Clear Cosmetics, post-editing by Jack Husting, design by Paul DeLeon.

C H A R I T Y FA S H I O N S H OW | 2

Photograph by Jack Husting. DeAnna Basques wearing hand-died dress from Danielle Pettee. Hair Styling by Yanin Colmanero from Umbrella Salon and makeup by Brittany Brown.

U M B R E L L A | 3

Art by Jack Husting. Britteney Reynolds from HMM Models rocking a blue balloon.

R E V I VA L | 4

Photograph by Jack Husting. Vanessa Houle wearing couture dress by Hector Manuel and necklace by JSSN. Hair styling by Yanin Colmanero from Umbrella Salon and makeup by Brittany Brown.

H E L I U M | 5

Photograph by Jack Husting. Model Tammy Tran, makeup by Brittany Brown and hair styling by Christina Raymond.

G E N E R AT I O N S O F C H A N G E | 6

Photograph by Jack Husting. Models Renata Gar and and Christine Yee. Makeup and hair styling by Christal Saville of Christal Clear Cosmetics. Wear-ing vintage “Elegance of Yesteryear” vintage dress, refashioned Little Black Dress, and Kitty Andrews Millinery hats by Melissa Bolin.

E X T E N D E D O N L I N E E D I T I O N

FA S H I O N S H OW C OV E R AG E

U P DAT E S

|f ind|

facebook.com/sjHelium

sjHelium.com

sjHelium.com/elemental

twitter.com/sjHelium

What you are about to experience isn’t just another package of words and photographs systematically com-posed into a master catalog. It’s the byproduct of what happens when a group of creative minds come togeth-er as one cohesive force and build a portal into a world of fantasy; where Silicon Valley style has color, art, soul, and freedom from depression.

This is fashion’s coming out party.

Helium is proud to present you with the culmination of the elation and dis- appointment that comes with being a pioneer; of breaking the bounderies between the digital world, the print world, and the seat you sit in tonight. What you see here is us reaching our highest highs (yet) and overcoming our lowest lows, candidly, in front of the world.

Welcome to the show...

|sjHelium.com|

| IMAGE INDEX |

M A G A Z I N E

S A L O N B L U | 7

Photograph by Jack Husting. Hair styling by James Griffiths of Salon Blu and Makeup styling by Rykk Martinez. Model Marta Stepowska wearing top by Tosca Saroya.

S H I R T C O M PA N Y | 8 - 9

Photography by Matthew Mountford. Hair styling by Jade Deverturda from Umbrella Salon and makeup by Marina Petrenko. Aubrey Rinehart wearing vin-tage style dress from San Francisco Shirt Company.

U M B R E L L A | 3

Art by Jack Husting. Britteney Reynolds from HMM Models rocking a blue balloon.

C U LT U R E I N C O R P O R AT E D | 7

Photography by Sebastian Vido, hair styling by Kien Hoang from Umbrella Salon, models Heather Castro, Christine Yee, and Leah Elias.

T H E M A S C U L I N E S I D E | 5 4

Photography by Matthew Mountford featuring Daniel Orth at Studio X in San Jose.

H E 2 R E I N V E N T E D | 6 8

Photograph by Matthew Mountford featuring styling by model Renata Gar. Hair styling by Nathan Nguyen from Umbrella Salon and makeup by Marina Petrenko.

| IMAGE INDEX |

All work Copyright Helium Magazine, 2010.

| sjHelium.com |

© He2

2251 The Alameda,Santa Clara CA, 95050SALONBLU.BIZ408-246-4247

“SALON BLU VOTED SOUTHBAY’S BEST SALON”

“TOP TEN BAY AREA SALON LIST”

“BEST BAY AREA SALON NOMINEE”

Metro Newspaper

Wave Magazine

KRON Channel 4 Best of the Bay

Shirt CompanySan Francisco

B0419

T

S A N T A N A R O W

Shirt CompanySan Francisco

B0419

T

S A N T A N A R O W

akeup artist Christal Saville is like the Mary Pop-pins of cosmetology. She appears at a photo shoot as if she just flew in from the sky; a sparkle in her

eye and smile that beams throughout the studio (even the largest studio in Silicon Valley). She addresses the shoot, and with unwavering conviction knows exactly what needs to be done. And out of her black case will magically come anything needed to get the job done.

But while Mary Poppins might have a mysterious past, Christal Saville’s resume is anything but. A licensed cosmetol-ogist, Saville has spent the last eight years revolutionizing the hairstyling and makeup industries. She’s worked with beau-ty giants like MAC, Estee Lauder, Lancome, Christian Dior,

Mary Kay, and is Miss California’s and Miss San Francisco’s favorite makeup artist and hair stylist. Saville’s portfolio—which ranges from fashion and beauty to bridal and lifestyle —is filled with stunning photographs by some of Bay Area’s greatest photographers like Tony Maesto, Tony Chu and KG Photography.

Along her journey of shades, Saville found herself limited by the high-end makeup products available to her. “Although professional makeup lines are photo-friendly, they were tough on my skin and my models’.”

So, being a true maverick and entrepreneur, Saville started Christal Clear Cosmetics: an affordable makeup line that is

photo-friendly (doesn’t shift colors in photo or video lighting) and healthy for your skin. The Loose Iridescent powder adds a subtle shimmer as accents on the body, the 5 Shade Eye Shadow Palette is triple milled for the silkiest texture and vibrant color, and the 100% synthetic brush set is ani-mal cruelty-free & vegan friendly. The line even extends to face masks, moisturizers, lotions and scrubs.

Other than gracing this cover of Helium Magazine, Christal Saville is working as a freelance makeup artist in the Bay Area. Check out her website for booking information or to fill your own magic bag with vibrant and healthy makeup. Because only a jar full of Christal Clear Cosmetics makes the shoot go down.

c o s m e t i c s

BY MATTHEW MOUNTFORD

ARTISTRYBYCHRISTAL.COMPHOTO BY MATTHEW MOUNTFORD

M

COVER

Ergo:HOW TO MAKE YOUR SKIN ROCK

c h r i s t a l

10 2010 E-DITION

11

BLING

HOW TO MAKE YOUR SKIN ROCK

BY SOPHIA M. PAPADOPOULOS

hen Marilyn Monroe sang about diamonds being a girl’s best friend, she probably was not aware that Venetian glass would be just as enchanting.

Angela Keller, local jewelry handcrafter and proprietor of Dolce Beada, knows very well the potential that Venetian glass beads have in jewelry-making and design.

“I just think it’s beautiful. I love the glass. I enjoy the fact that I know what the process is in making the glass, but I also think that they [Venetian glass makers] use some simple pieces; they don’t try to make them too elaborate, and I just enjoy the sim-plicity of the glass pieces that they do. And the colors are also beautiful; they have some beautiful vibrant colors,” she said.

Keller’s interest in glass jewelry design was initially inspired by many of her artist friends who create glasswork them-selves. From this inspiration, she decided to take a lamp-working class at the Holy City Art Glass studio located in the Santa Cruz Mountains. There, she learned the method of glass bead making.

“I found the Italian glass beads and I just like the style that they offer, and so I decided to focus on making the jewelry rather than making the beads,” she said.

Upon discovering her aptitude as a jewelry designer, using Venetian glass beads in particular, Keller decided to put her talent to work, and thus opened Dolce Beada in 2002.

Dolce Beada, a play on the Italian phrase, “Dolce Vida,” which means sweet life, was the name Keller decided to label her new business with. As she explained, “I thought sweet bead was cute because a lot of the beads actually look like pieces of candy.”

Working from her home studio in the Santa Cruz Moun-tains, Keller creates a variety of jewelry, including pendants, earrings, bracelets and necklaces.

When asked how long it takes for her to complete one piece of jewelry, Keller explained, “If it’s a pendant or a pair of earrings, they’re so simple, it might take 10 minutes. But then if I’m going to do a more elaborate piece, it can take me a week to complete, maybe 15 hours. It depends on the type of jewelry.”

The main components Keller uses to create her jewelry piec-es are the glass beads, sterling silver accent beads, as well as other mass produced glass beads that are used as accents.The process of making the beads Keller uses takes place in Italy, mostly on the Island of Murano and in the city of Venice. Most of the beadmakers in Italy have been making beads for about thirty years, making them experts in their trade and technique.

The lampworkers make the glass beads using an open torch flame that sits in front of them at a worktable where they melt rods and tubes of clear and colored glass. Once the glass is melted, they wind it around a metal mandrel (a very skinny tube made out of metal) and then form it into vari-ous shapes and sizes by blowing and forming it using an as-sortment of tools and hand movements. The lampworkers also include some gold or silver foil into the various colors of glass for decoration.

When the lampworkers are done shaping the beads, they proceed by baking them in a hiln, which as Keller described, is a specialized oven that runs at a very high temperature. They are then slowly cooled to prevent easy breakage.

Keller’s ultimate goal for Dolce Beada is to open a per-manent studio where she can have more college students work for her and incorporate their own designs in a co-operative business in which they can sell their creations together. She would also like to be a mentor for young people who are interested in making a career out of manu-facturing creative products.

W

PHOTO BY SEBASTIAN VIDO DOLCEBEADA.COM

sjHelium.com

i t a l i a n

beadaGlass:TORCHED TOA ‘SWEET LIFE’

BY JENNIFER ELIAS

hether you are playing life-size chess by day or dancing at Sino by night, fashion is a large part of the atmosphere at Santana Row. It’s an excellent

place to have fun and express your fashionality. The great thing about investing in key items is that they are convertible and can work with several outfits. Switch out a few items, add on some accessories, and you’ve made an outfit go from day to night faster than a superhero in a telephone booth.

DAY | For the daytime, build your outfit by adding casual clothing items around your centerpiece. In this case, a silk top is used. Pair loose, airy shorts, with flats. [Guys, aim for sim-plicity. A collared shirt and skinny (but not too skinny) jeans are great with tennis shoes.]

NIGHT | Accessorizing is a great way to add more life and edge to an outfit. It will complete an ensemble to make it your own. For women, look at necklaces and keep in mind: the bigger the better! Chunky, statement necklaces add a modern twist to almost any outfit.

Despite the urban legend that accessories are just for girls, guys need some love too!

For effortless accessorizing, guys have several options: ties, gloves, vests, and belts. When in doubt, look to leather.

You know you have found a good piece of clothing, when you can combine it with multiple outfits. Having a good cen-ter piece to work with will make an outfit easier to plan, not to mention easier on your wallet.

W

STYLE s a n t a n a r o w

SANTANAROW.COMPHOTO BY ANDREA HENNEMAN

night&

Check:WHAT TO WEAR AND WHEN

12 2010 E-DITION

WHAT TO WEAR AND WHEN

hile patrons of Santana Row, Silicon Valley’s own niche fashion Mecca, stroll past a plethora of high-end shops and European-inspired cafes, they are

pleasantly welcomed by the sound of Latin rhythms per-meating through the crisp spring air. With each proceeding step the music gets louder. At the end of their music hunt they find musician Ray Soto strumming the stings of his gui-tar in the plaza.

Ray Soto, a local acoustic electric guitar player and regular performer at Santana Row, has been playing the guitar for 52 years. A Chicago native, Soto grew up in a musical family that played a variety of musical instruments, with the guitar being the instrument of choice. With music being a constant companion, and through his father’s influence, it was only natural that Soto became interested in learning how to play an instrument himself. When asked why he chose to learn how to play the guitar, Soto stated, “Because I heard so much of it at home growing up.”

With no formal musical training, Soto took it upon himself to learn to play the guitar by watching self-teach videos and read-ing music guide-books. He also plays the bass and the piano.

As Soto steadily mastered the guitar, he eventually was cho-sen to be a part of a seven-piece San Jose-based band called “Bravo,” a band he played with for seven years. He also played with the band “Sangria,” as well as several other groups.

After playing with various bands throughout the years, Soto decided to become a solo artist and has been performing solo for the past two years. When asked why he decided to become a solo artist, Soto explained, “I like the flamenco style and I’m not a flamenco guitarist, but I found out that I can play a lot of it. And once I started researching it and learning the music, I found that I can do it by myself.”

The style of music Soto plays is called world music, also known as ambient and nouveau flamenco, and it originates from Spain. This type of music also incorporates some jazz and classical influence. Soto also plays cover music, music composed by other artists, and writes his own.

When asked what inspires him to play and how he feels when he plays the guitar, Soto stated, “Growing up in a musical family and my love for all music styles…I feel great; whatever’s ailing me, it goes away.”

Soto has been performing at Santana Row for two years and stated that, “I love everyday that I’m here, I enjoy play-ing here…people accept the style I play very well here. It seems to just fit; it’s a good marriage…I sell a lot of my CD’s, and of course tips are nice. I get a lot of private work out of it, like corporate parties, weddings, etc.”

Soto can be found performing at Santana Row about three times per week during the winter season, and three-to-five-times per week or more during the summer season. His set runs three to four hours.

Besides playing at Santana Row, Soto also plays at corporate parties, private parties, and can periodically be found play-ing at venues such as The Tech Museum in downtown San Jose, as well as at Sonoma Chicken Coop by Skyport Drive in San Jose.

Soto currently has five CD’s out: vol. one, two and three of the music he performs at Santana Row, the fourth, a Christ-mas CD, which incorporates the same Latin style as in his standard CD’s, and an original CD he collaborated on with his brother. Soto is also currently working on an all original CD and on vol. four of the music he plays at Santana Row.

Soto’s ultimate career goal is to produce original music that he has written, to write new music, and to produce six more CD’s.

W

MUSICs t r e e t

13sjHelium.com

b ravoMan On Row: RAY SOTO

PHOTO BY ANDREA HENNEMAN

MYSPACE.COM/RAYSOTOMUSIC.COM

The advice he gives to new up-and-coming musicians is, “Listen to many different styles. Don’t get stuck on one style—that limits your ability to perform and to work as a musician. Just be versatile and study hard. And practice, practice, practice.”

Soto ended with stating, “I intend to play my music as long as I’m physically capable. As I said earlier, all ailments go away when I play my music. When things aren’t going well I play my music and things become right.”

BY SOPHIA M. PAPADOPOULOS

itSHOW

WORKWALK

WEAR

14 2010 E-DITION

From the theatrical bomb at Stanford University to the sophisticated cat-walk at the Academy of Art Universi-ty, the Bay Area took it’s step before the world fashion elite to show the year’s hottest looks. Here’s a look at highlights from seven epic events, and how Silicon Valley left its mark.

15sjHelium.com

SHOW a c a d e m y o f a r t

Born and raised in San Jose, Amelia Statler graduated from Evergreen Valley High School (ACCEL program) in 2005 and received her BFA in Fashion Design from Academy of Art University in 2010. At the University’s Graduation Fashion Show, statler presented a women’s wear collection created from antique lace and inspired by 1920s and 1930s styles of women such as Clara Bow and Alice White. Winner of an internship at Diane von Furstenberg, Statler said “I am thrilled to have the chance to work with Elisa Palamino, whom I admire greatly.”

AMELIA STATLER

aauSPRING SHOW

MAY 7, 2010 | WHITE FASHION TENT | SAN FRANCISCO

OVER 2,500 FASHION STUDENTS STUDY

UNDER THE GUIDANCE OF EXPERI-

ENCED FASHION PROFESSIONALS IN THE

SCHOOL OF FASHION AT THE ACADEMY

OF ART UNIVERSITY IN SAN FRANCISCO.

EACH YEAR, THE SCHOOL SHOWCASES

THE LEADING GRADUATING STUDENTS

WHO RECEIVE INTERNSHIPS AT SOME OF

THE TOP DESIGN HOUSES IN THE WORLD.

16 2010 E-DITION

17sjHelium.com

BFA Fashion Design, recipient of French Scholarship Exchange to study at L’Ecole de la Chambre Syndicale de la Couture Parisienne.

BFA Men’s Wear Design, recipient of French Scholarship Exchange to study at Studio Berçot.

BFA Fashion and Textile Design, selected for Diane von Fürstenberg internship.

RINAT BRODACH ASHON SYLVESTER EUNICE CHENG

PHOTOGRAPHY BY RANDY BROOKE

Melody Bainter, BFA Fashion Design, who was selected for a Patrik Ervell internship, and Mariah Groves, BFA In-dustrial Design, who was selected for Walter Van Beirendonck internship

BAINTER | GROVES

Julia Hsiang-Ling Chang, BFA Fashion Design, and Mariah Groves, BFA Indus-trial design, selected for Walter Van Beirendonck internship.

CHANG | GROVES

BFA Fashion Design, Tam was selected for Diane von Furstenberg internship.

IVY FU MAN TAM

SHOW a c a d e m y o f a r t

18 2010 E-DITION

19sjHelium.com

BFA Knitwear Design, selected for an Opening Ceremony internship and re-cipient of French Scholarship Exchange to study at Studio Bercot.

RONNIE OMAR NERY

BFA Fashion Design.

ANDREW WEDGE

BFA Fashion Design, selected for a Diane von Furstenberg internship. In 2008, Ghazaleh won the $25,0000 CFDA Grand Prize Geoffrey Beene

GHAZALEH KHALIFEH

PHOTOGRAPHY BY RANDY BROOKE

SHOW s t a n f o r d

As CFS was making final preparations for their annual show, Helium surprised the staff by flying photographer Brian Agee over the massive white fashion tent to capture the event from above. The tent housed nearly 2,000 guests and a 220-foot white gloss runway.

AERIAL

cfsTHE LARGEST FASHION SHOW ON THE WEST COAST

MAY 15, 2010 | WHITE FASHION TENT | PALO ALTO

SPAWNED FROM THE MIND OF EXECUTIVE DIRECTOR THOM SCHER, STANFORD’S

CHARITY FASHION SHOW SET NEW HEIGHTS FOR EVENT PRODUCTION STANDARDS

NOT ONLY FOR THE COLLEGIATE ELITE, BUT FOR THE ENTIRE FASHION INDUSTRY.

20 2010 E-DITION

21sjHelium.com

Worn here by Shai White, Danielle Pettee the Dressmaker has set new pars for indie fashion designers. Showcased in the He2/CFS ad campaign, Danielle Pettee’s collection was the closing line for CFS and San Francisco Chic Fashion Week.

DANIELLE PETTEE

Photographed by Jack Husting, Helium Magazine and Charity Fashion Show teamed up to create a dyptych ad campaign fea-turing SF designer Danielle Pettee. The dual-image was used as a billboard at the event (above) and in Helium Magazine (p2).

THE CAMPAIGN

PHOTOGRAPHY BY JACK HUSTING

SHOW s t a n f o r d

Originally showcased in Helium’s Atomic Fashion Show in 2009, designer Noah Landis showcased the premeire of his full collection at CFS 2010. Kent Denim can now be found in Blues Jean Bars across the country. Model: Johann Zaroli

KENT DENIM

Worn here by Renata Gar, Dutch designer Tosca Soroya head-lined CFS 2010 with the U.S. premiere of her Hardscore col-lection. The line continued its world tour showcasing in the San Francisco Chic Fashion Week, NYFW and in London.

TOSCA SOROYA

22 2010 E-DITION

23sjHelium.com

Ariana Afshar wearing a MILOS long gown. Designer Wayne Hwang also showcased as a studnet in 2009 and was featured at sjHelium.com.

Vanessa Houle wearing Indian Fusion silver gemmed cocktail dress. Looks showcased at CFS are also featured in an 8-page editorial starting on page 28.

A known antagonist of traditional run-way showcasings, San Francisco design-er Ally Dutra represented eco fashion at CFS 2010 worn here by Larkin Smith.

W DESIGNS SWATI COUTURE KITTINHAWK

PHOTOGRAPHY BY JACK HUSTING

SHOW w e s t v a l l e y

rebornSILICON VALLEY’S ONLY FASHION PORGRAM

Although 2008 marked a devestating year for the entire fashion industry, the West Valley College fashion program was hit double time when the state dropped much needed funding and Joseph Domingo (who had built the annual student fashion show up to a highly-acclaimed sold-out event) also made the decision to move on and found the exclusive San Francisco Bay Area Fashion Network. Needing new direc-tion and energy, FDAT President Angelina Haule stepped up to the plate with a new team of students to produce the Revival Fashion Show.

RECOVERY ACT

JUNE 11, 2010 | WEST VALLEY COLLEGE THEATER | SARATOGA

24 2010 E-DITION

25sjHelium.com

PHOTOGRAPHY BY JACK HUSTING

To make sure the event was not just back but better than ever, Helium Magazine partnered with the FDAT club to produce a marketing campaign and program guide featuring bios on all of the designers featured in the show. The ad campaign (above and on page 4) was created by Jack Husting featuring model Vanessa Houle wearing a dress by Hector Manuel who understudied under Joseph Domingo. Hair styling was done by Yanin Colmenero from Umbrella Salon (who also styled hair for the show) and makeup by Brittany Brown.

CAMPAIGN

SHOW w e s t v a l l e y

ETHERAL TEA TIME was inspired by Tran’s mother’s elaborate tea set. The collection uses curvillinear shapes, ruf-fles, rosettes and flowing fabrics.

ADA TRAN

Inspired by Japanes Tea Gardens in San Francisco, each individual piece displays versatility and embodies a simple el-egance that blends flawlessly.

LAURA LEE

Inspired by sea shells, Xiang chose a fabric that resembles a shells interior while the pleats and layers in the sil-houettes simulate the shells outside.

WEI XIANG

26 2010 E-DITION

27sjHelium.com

PHOTOGRAPHY BY JACK HUSTING

GRAYSCALE is a line of resort wear inspired byt eh casual and care free is-land lifestyle. The line includes linens, cotton, and cotton blends.

JULIE QUINDIAGAN

Chona’s “Mermaid” collection is fo-cused on classic, elegant formal evening gowns and cocktail dresses. Her Haute Couture designs are also affordable.

CHONA PIKE

Inspired by nature, architecture, mu-sic, dance and culture, Erandeny sees the extraordinary in teh ordinary and brings dreams to reality.

ERANDENY TORRES

SHOW b l u e

Created by Helium Art Director Jack Husting, the “Blue Launch” campaign photo was an instillataion in Helium’s bal-loon series. Model Bethany Pifer wears a hat by Kitty Andrews Milinery and outfit by Victor Tung.

CAMPAIGN

Hosted at supperclub, the Blue Launch Event pulled fashion-powerhouse icons Owen Buenaventura (stylist) and Charles-ton Pierce (choreography) together to showcase new looks by San Francisco designer Bacca Da Silva.

EVENT

blueHELIUM KICKS OFF

SF CHIC FASHION WEEKAUGUST 1, 2010 | SUPPERCLUB | SAN FRANCISCO

28 2010 E-DITION

29sjHelium.com

The Blue Launch Event was much more than just a fashion show; it kicked-off San Francisco Chic Fashion Week, released the Chic Week Events Guide (a 6x6, 8-page printed publication), and released a behind the scenes music video (produced by John Agcaoli of Dark Side of the Moon Photography) of a photo editorial by Jack Husting (p42) shown during the fashion show as models came down the runway wearing the clothes in the photographs on the digital projection screen. It’s a full circle, if you follow me.

A MULTI-MEDIA ECLIPSE

PHOTOGRAPHY BY QUAN PHAM

SHOW c h i c w e e k

cfw“SHOW OF THE YEAR”

AUGUST 1-8, 2010 | DESIGN CENTER | SAN FRANCISCO

- BAY AREA FASHION AWARDS

CAPITALIZING ON THE EVER-BOOMING

FASHION SCENE IN SAN FRANCISCO,

AND FORGING AGAINST DOUBT AND

OPPOSITION, CHIC FASHION WEEK

PREVAILED AS ONE OF THE YEAR’S

BIGGEST EVENTS BY ASSEMBLING

THE LARGEST DISPLAY OF BAY AREA

DESIGNERS AND BRINGING FASHION

WEEK BACK TO THE CITY ON THE BAY.

Aid to his fame as a successful chef, Daniel Sudar began a successful jewelry design collection in 2006 which recently blos-somed into a full line of men’s wear, women’s wear and custom couture. Showcased at CFW, Sudar’s sophisticated and chic suit collection of long coats and repetitious round gold buttons stood out as one of the most potently viable styles of the year.

DANIEL SUDAR

30 2010 E-DITION

31sjHelium.com

PHOTOGRAPHY BY ED JAY

From costumes to swimwear, designer Gail Shrive draws inspiration from the London club and social scene.

Known for her euro-sophisticated and avant-garde designs, AVB crosses the lines of fashion, art and design.

GB SHRIVE ALEXANDRIA VON BROMSSEN

Fun. Flirty. Fresh. Magdalena Trevor bikinis are designed for a woman that dares to be different and unique, yet classy and sophisticated.

MAGDALENA TREVOR

SHOW g o o d w i l l

Fashion inspiration from the 1850s through the roaring 20s and into the elegant 40s and 50s, Museum Quality fashions borrowed from the Goodwill’s historic collection “Elgenance of Yesteryear” —courtesy of Janice Owens, life member of the Board of Direc-tors, who created the collection and used it to raise $1,250,000 over 30 years for the Goodwill.

ELEGANCE OF YESTERYEAR

ECOGENERATIONS

OF CHANGE

OCTOBER 8, 2010 | MARRIOT HOTEL | SAN JOSE

UP UNTIL THE 1980’S, THE GOODWILL

PRODUCED ONE OF SILICON VALLEY’S

MOST ACCLAIMED FASHION SHOWS.

RETURNING AS “ECO-CHIC” IN 2009

UNDER THE DIRECTION OF SUSAN LU-

CAS, THE “GENERATIONS OF CHANGE”

FASHION SHOW EXPLORED INSPIRA-

TION FROM VINTAGE LUXURY AND THE

FUTURE OF ECO-CHIC COUTURE.

32 2010 E-DITION

33sjHelium.com

PHOTOGRAPHY BY JIMMY KO

Winner of the Eco-Evening Wear com-petition, Amour Vert Paris provides chic, sustainable, and high quality cloth-ing to stylish, eco-coscious women.

AMOUR VERT

Winner of the Little Black Dress Com-petition, Torres refashioned a dress from a Goodwill store and infused the bottom rim with a glow stick giving it a futuristic Jepsens look.

ERANDENY TORRES

Winner of the Eco-Street Wear com-petition, Platinum Dirt VIN Jackets are handmade out of reclaimed vintage auto upholstery from old luxury cars.

PLATINUM DIRT

F I N D Y O U R I N N E R

P h o t o g r a p h y b y J a c k H u s t i n g

F e a t u r i n g S W A T I C o u t u r eS w a t i C o u t u r e . c o m

G O D D E S S

SWATI Couture is a Silicon Valley based, one-of-a-kind, trend-setting Indian fusion fashion house with an integral message that encourages women to adorn their inner goddess and step into the lime-light. “In SWATI Couture, I envision each woman as an Apsara, a celestial nymph, beautiful, supernatural woman of great beauty, elegance and spirit—a celeb-rity in her own right, whether they are Indian, or not,” says fashion entrepreneur Swati Kapoor who was inspired as a child by her grandmother’s efforts to make embroidered knit garments for charity.

But Kapoor’s brand in 2010 is anything but a busi-ness model of the past. Select looks from SWATI Couture are being showcased at Stanford’s Charity Fashion Show (the largest fashion show on the West Coast), and the brand is developing a new Chic Yogini line using the revolutionary online co-creation platform TapSmack.com. What might once have been an Indian couture line nestled into a cultural niche market of the fashion industry is now a contemporary fashion label, blossoming with the viral speed of the 21st century.

34

2010

sjHelium.com

EARTH GODDESSShikha Mittal wearing green and gold Paisley.

Designed by Reza Shariffi for SWATI Couture. $485

ICE GODDESSAriana Afshar wearing an aqua chiffon gown.

Designed by Reza Shariffi for SWATI Couture. $1,10036 2010 E-DITION

37sjHelium.com

WATER GODDESSCharlene Phan wearing pewter gown. Designed by Reza Shariffi for SWATI Couture. $4,500

WIND GODDESSJennifer Giles wearing white cotton ensamble with 100 yards of

gold lacing inspired by the traditional mogul attire anarkali. $855

7

38 2010 E-DITION

FIRE GODDESSUnoma Okolo wearing gold sequin bodice,

flare skirt and yellow chiffon cape. Designed by Reza Shariffi for SWATI Couture. $1,250

40 2010 E-DITION

41sjHelium.com

POWER GODDESSJerusha Zachariah wearing black and red gown. Designed by Reza Shariffi for SWATI Couture. $1,200

B AC C A

N AT I O N

P H OTO G R A P H Y | j a c k h u s t i n g

S T Y L I N G | o w e n b u e n a v e n t u r a

FA S H I O N | b a c c a d a s i l v a

AC C E S S O R I E S | m i z b by l e i l a r a d a n

M A K E U P | r y k k m a r t i n e z

H A I R | j a m e s g r i f f i t h s - s a l o n b l u

FEATURE

42LISA CHENWearing black crepe silk flower embroidered long dress.

43sjHelium.com

44 2010 E-DITION

45sjHelium.com

SHAI WHITEWearing tangerine yellow embroidered blouse, gray wool

embroidered pants, studded black wool hand warmer.

ANNA OCHALWearing Knee length black stretch coated skinny pants.46 2010 E-DITION

47sjHelium.com

SAVONN CHAMPELLEWearing black twill cotton with crystal tiger embelishment, five pendant hand cut glass Jewelled Sun Neck Piece.48 2010 E-DITION

49sjHelium.com

ulture-inspired fashion has become main-stream with Harajuku trends, Grecian Goddess frocks, Geisha garb, and Indian silks. These styles of clothing not only define a specific ethnicity’s traditional look, they also offer a glimpse into each cultures’ rich history. And as more culture-inspired modes come into the fashion limelight, they provide contemporary society with an air of archaic beauty, traditional elegance, and posh presence.

CULTURE i n c o r p o r a t e d

C

HIJAB HARAJUKU GEISHA INDIAN

Middle-East meets New York

Kno

w T

he L

ook

Get

The

Loo

k

The hijab, which means to veil, is a sym-bol of Islamic consciousness and mod-esty, and is based on religious doctrine. In recent years, the hijab has taken many designs. Both Islamic and non-Is-lamic women who practice the Muslim faith now have the option of wearing the hijab as a religious custom with a fashionable flair.

SILK SCARF: NordstromBLACK JACKET: H&MLEGGINGS: Forever 21BANGLE: Forever 21

From Valley Fair Shopping Center

YELLOW CARDIGAN: Charlotte RusseNAUTICA DRESS: Charlotte Russe

LEGGINGS: Forever 21POKA DOT HEAD BAND: Forever 21

From Valley Fair Shopping Center

TOP: Macy’sLeggings: Forever 21

From Valley Fair Shopping Center

SARI: SWATI Couture

Harajuku was inspired by the Harajuku district in Tokyo where street per-formers and rebellious teenagers of the 1980s dressed in eclectic and wild garments. Harajuku style is a form of fashion that includes personal expres-sion, freedom and creativity, along with wacky and wild patterns and colors.

Geishas are a class of professional women who are trained from a young age in dance, song, and the art of con-versation. You can obtain the exotic Geisha look by wearing a kimono-in-spired top; putting your hair up in a high bun; lining the periphery of your eyes with dark black eyeliner; and ap-plying true red lipstick to your lips.

Indian attire traditionally includes the sari, which comes in a variety of col-ors, textures, and fabrics. The saree is typically a long piece of fabric, usually made of silk, worn over a short top and wrapped around a woman’s body. For a formal look, a full saree dress is appropriate.

Goth-Punk meets Hello Kitty Japanese Doll gets chic Bollywood goes Hollywood

50 2010 E-DITION

GRECIAN

ONE SHOULDER DRESS: Old NavyROPE BELT: H&M

From Valley Fair Shopping Center

Not only is Greece the birthplace of Western civilization, it is also the birth-place of some beautiful and elegant early century fashion. Inspired by Greek heroes and Hellenic Goddesses, the traditional Greek goddess look in-corporates a tunic draped across one shoulder or two, with accents of gold, bronze, caramel, and rustic red earthy toned belts, ropes, or sashes that ac-centuate the female body.

Heroin gets fierce

FrancoUomo.com

333 Santana Row #1110SAN JOSE, CA

408.260.9868

2855 Stevens Creek BlvdSANTA CLARA, CA408.247.2121

santana row valley fair

PHOTOGRAPHY BY SEBASTIAN VIDOBY SOPHIA M. PAPDOPOULOS

b o y s b o y s b o y s b o y s b o y s b o y s b o y s b o y s b o y sb o y s b o y s b o y s

b o y s b o y s b o y s b o y s b o y s b o y sb o y s b o y s b o y s b o y s b o y s b o y s

b o y s b o y s b o y s b o y s b o y s b o y s b o y s b o y s b o y s b o y s b o y s b o y s

BEFORE

52

SID

E O

F F

AS

HIO

NTHE MASCULINE

*

*Not an exaggeration.

his is Jack. Jack is Helium’s Art Director. That’s right: the vision-ary of the new fashion movement

in Silicon Valley, the mastermind of the Goddess Series and the visual force that fills these 12x12 pages. Wearing a skateboarding shirt. And sneakers. And a skateboarding shirt. And swishy pants! (Did we mention the skateboarding shirt?)

We all have that friend that just doesn’t get personal style. But while it may not be possible to turn everyone that looks like this into a suave interviewer wearing a $2,000 Franco Uomo suit at Charity Fashion Show, here is a quick few pointers to make them look decent.

T

BOYm a k e o v e r

BEFORE

53sjHelium.com

o you have washboard abs? Did you kick some Al-Qaida ass in Iraq as an Air Force cadet? Do you get into fights for fun? Did you get a business degree?

No?

Then you must not be an true, legit, authentic American Man, as set-forth by Silicon Valley de-signer Mike Lambert. But we’ve got hope for you yet; thanks to Lambert’s casual fashion line, you can at least look like one.

Number 9 Clothing is dedicated to those who stand up for what they believe in and fight for change—those who epitomize dedication, sacrifice and cour-age. Born from the fusion of Cal-ifornia style and Mixed Martial Arts culture, Number 9 inspires the Warrior Ethos in us all. It’s not just for MMA fighters and fans, but for those who have struggled—and achieved.

Go fight for something.number9clothing.com

SPORTS f i g h i t n g s h i r t

AFTER

D

PHOTOGRAPHY | matthew mountfordMODELS | daniel orth & tiffanie poon

54 2010 E-DITION

There’s just something oh-so-priceless about a casual $55 hair-cut. Rest assured that if you walk into Umbrella Salon and say “fix it,” they’ll turn you out like a brand new man. Just ask for the blade treatment from Yanin. umbrellasalon.com

Never dress someone above their comfort zone. A vintage t-shirt and dusky form-fitting jacket from the Crossroards Trading Company brings a level of maturity to the look without whiping the “dude” off his face.crossroadstrading.com

Wear them to a fashion show, a date, dinner with your fam-ily, or to sleep at night. But one way or another, get yourself a pair of Helium’s favorite jeans: Kent Denim. As seen in Charity Fashion Show and the Atomic Fashion Show, Kent Denim is sold in the raw form and only gets better with time.kentdenim.com(also available at the Blues Jean Bar)

Unless you’re using the wheels under the heels as a cheap transportation because you care about being “green,” shoes shouldn’t be puffy.

AFTER

MANm a k e o v e r

1

2

3

4

55PHOTOGRAPHY & STYLING| matthew mountford

ost girls desire to be like a Disney princess, but Jessica Phan always had her eye on the damsel’s love interest. Phan, founder of My Boyfriend’s closet, was inspired by men’s fashion from a young age, dreaming up outfits from male

characters such as Disney’s Aladdin.

She and Agnes Fernandez are two of eight closet raiders who contribute to the website Mybfcloset.com, taking the androgynous trend further than the average boyfriend blazer. Their website is dedicated to androgyny, taking things normally found in a man’s closet and re-purposing them with a feminine twist.

“Raid his closet and create what’s you” is the mission of My BF’s closet. They aren’t alone. With designers like Franco Ferragamo and Alexander Wang show men-inspired cloth-ing lines for the fall, more and more fashion trend-setters are bridging the gap between menswear and lady’s fashion.

To their surprise, the ladies of My BF’s Closet found themselves providing a portal for a booming trend. It all began at San Jose State, where the duo still study, when Fernandez noticed Phan’s outfit one day.

“I saw Jessica looking really cute in an oversized sweater and asked her where she got it,“ Fernandez said. The sweater was her boyfriend Tristan’s.

Meet the Girls of My BF Closet (dotcom)

ANDROGYNYRules of

PROFILE f a s h i o n b l o g

M

PHOTOGRAPHY BY TIM WALKER

HAIR STYLING BY PRISCYLLA RAO MAKEUP BY BRITTANY BROWN

BY JENNIFER ELIAS

56 2010 E-DITION

Comfort was another key. Wearing her boyfriend’s clothes, Pham said she felt comfortable and stylish without the overly embellished body-hugging styles of mainstream fashion.

They realized they were on to something. Here was a chance to break the rule that women can only be feminine with a dress and heels.

In an irreverent attempt to turn the tables, they teamed up with six other gals to put a feminine touch on menswear, and teach viewers how to customize their own look.

With four hundred hits per day, the movement has grown a lot since it was launched in July of 2010. Most of the hits come from the “Do It Yourself” section, where Mybf’s closet shows each step of customizing guy’s clothing into fashionable pieces for woman. With DIY features such as making a sports bra out of a pair of men’s underwear, the site is full of quirky how-to’s and eccentric wardrobe styling.

The eight-woman dream team brings an eclectic uses creativity and innovation to bring readers postings and inspirations such as a post of Jazz genius Frank Sinatra’s influence on fashion. In a quote from Sinatra “For me, a tuxedo is a way of life,”

And Pham’s boyfriend, Tristan, is not only an inspiration, but also a contributor to the web site management. When accompanying her boyfriend during shopping, Pham says she considers herself in the clothing selection process. “I’ll pick something that he’ll look good in, but something she can wear as well,” Pham said.

Future plans for the closet raiders include creating a clothing line and online store, while giving proceeds to different charitable causes. The group is already on its way, with themed pieces showing in local fashion shows. In a May fashion show, for example, MyBf’s Closet created an eight-outfit, plaid-themed ensemble.

Supplementing an outside-of-the-box mentality toward wardrobe styling, My Bf’s closet en-courages girls to wear their clothes in a different way, bringing recycled and androgenyous fashion to the forefront.

PROFILE

58 2010 E-DITION

CLOSET RAIDERS | ANGELIE HERRERIA + JESSICA PHAN

CLOSET RAIDERS | JESSICA PHAN + AGNES FERNANDEZ

CLOSET RAIDERS | ANJELICA MANGABUT + CHERELLE CRUZ

62 2010 E-DITION

2 0 1 1| s jhe l ium.com |

S.J/F.