New kid on the block

ASOS, My Wardrobe, NET-A-PORTER, Browns - household names and leaders in online fashion retail but there's a new kid on the block...







The e-tailer industy has seen huge growth over the past decade and interestingly, most of the key success stories are businesses founded and created by ambitious, fashion forward women. Women, who are now reaping the rewards of their hard work, like Natalie Massenet, who recently caused a fashion media frenzy when she sold NET-A-PORTER.com for a reported £50m after starting the business in 2000.

So it comes as no surprise that other ambitious young women are trying their hand and one-to-watch, entrepreneur Tara Cowland (great name!). The 23-year-old is taking on the industry heavy weights with taralacey.com, an online fashion boutique which launched in March of this year.

Unlike other online fashion retailers Tara Lacey boosts ‘hard to find’ international designer pieces, several of which are exclusive to the site. Names like young Brit, Olivia Rubin and bikini label Aguaclara. It specialises in affordable luxury for women confident enough in their style to recognise quality and cut rather than being swayed by big labels.

“The collections available have been handpicked to appeal to women with a certain lifestyle and attitude. Quality and styling take precedence over household ‘designer names’ says Tara.

The site intends to be a shopping haven for women who have confidence in their own choices and who want to make a style statement at a price they can afford.”

Entrepreneur Tara is a graduate of the London College of Fashion and has worked in fashion retail, PR and on online fashion publications. It was this varied fashion experience that helped her gain an overall insight into online fashion retailing, giving her the guts to develop and establish her own web site and business.

Having employed Red Hot PR she is looking forward to expanding Tara Lacey but is keen to keep the exclusive feel of the web site.

“I still want it to remain as a boutique, this is very important. I do not want my customers to worry about being caught wearing the same outfit as someone else, that’s what is so elite about boutiques.”

www.taralacey.com

Tara xoxo

The shoot for début magazine - 'the interns fashion mag'

Check out my beautiful friend Jess who very kindly modelled for the main fashion story for début magazine...

I'm targeting 'fashion interns' from wannabe journos to stylist to designers, and so we went for 'summer city chic' perfect for 9-5 - it plays on all the key trends, particularly nautical. Everything that we shot was very wearable, mixing high street with high end. Basically just some great summer work wear looks.

Model: Jess Sawyer
Styling&photography: Me!
Location: Twyford train station, Berkshire

Interning: Day 13

It was my last day at the Indy on Friday...really sad :(

Stylist Leo, dept fashion editor Carola and myself were the only people in on the fashion desk but there was plenty to do. The post was out of control because I was out on set on Thursday, prices had to collected for the clothes we shot and some urgent returns needed to be done.

Friday: Final outfit *sob* Navy, peg leg chinos with a brown belt both Zara, white vest and an oatmeal coloured sleeveless long cardigan from Ronit Zilkha. Worn with flats.

While I had a camera I thought I'd post a few behind-the-scene snaps...and show you the lovely bag of freebies from the fashion cupboard that Carola helped me pic out - I didn't want to take too much because they sell a lot of it off for charity...

Interning: Day 12

Thursday was shoot day...and we were met with glorious sunshine down on set in Old Leigh, a small fishing village in Essex, for the first look - nautical.

After the horrendous three hour drive - the sat-nav took me through central London, Kensington, past Buckingham Palace the lot - I finally arrived at 11am. It was really stressful knowing that I had clothes and shoes in my boot and the start time was 10am, the sat-nav got shouted at...a lot!

Luckily once I arrived the day couldn't of been anymore perfect. The sun was shining and everyone was really relaxed and nice. It was a small team, Gemma the stylist, me assisting, the make-up artist, photographer Leo, his assistant and of course the model, who was really lovely and enviously pretty! (She even ate ice-cream and filled up with fish and chips with the rest of us at lunch time - how unfair!)

After lunch and with a change of hair and make-up, we went to a near by nature reserve for the safari look, no lions but a few rabbits and dog walkers.

Here are a few behind the scenes shots...

Selfridges - Quick Fix Fridays

This April Quick Fix Fridays hits Selfrisges, London.


Taking place on the 3rd (Central) floor, this new event offers personal styling advice, make-overs and hair styling, all with a complimentary glass of champagne and a live DJ set.

3rd Central is the place to find in-store boutiques from Alexander Wang, Helmut Lang and Anglomania, as well as an ever-evolving mix of contemporary labels including cult British talent Markus Lupfer, Ashish, Preen Line and jewellery ranges from Dominic Jones and Zoe & Morgan.

Even better, there's a chance of winning a £1,000 Selfridges Gift Card when you make a purchase at 3rd Central - what a girl could do with that!

Fridays only, 5 - 8.30pm.

Interning: Day 10/11

Pie making, bowling and lots of chocolate…after a lovely bank holiday weekend it was back to business yesterday.

There are lots of people away this week so it’s quiet on the Indy fashion desk but there's still lots to do. Yesterday was my first day without fellow intern Scarlett – she’s sunning herself in Florida as I type, I’m not jealous - much! Opening the morning post and sorting through the weekend papers took longer than usual, as did updating the invites.

A few last minute calls were needed for the 10 best page which is in today’s paper and finally, I got to write something...The wording for the Dressing Table page which I’ve been compiling. It’s not a 1000 word feature or anything but I’m not complaining. It’s really exciting writing something that could be read nationally – however big or small – my fingers are tightly crossed.

I’m still waiting for the final few pairs of Converse (due this morning) from Office PR – it’s been a struggle for some reason. And a few last minute pieces from Cos as well. The Cos bits are coming from Karla Otto so I know they will be here within the hour. I'm taking everything to the shoot tomorrow so fingers crossed it all turns up in time. Speaking of the shoot, I am trés excited to be helping out tomorrow.

Tuesday: Long sleeved black top which has a detailed, beaded neck, quite tribal. With a nude tulip skirt which has a paper bag detail around the waist, all from H&M. Tights are still on - come on summer! Accessorised with a thin brown waist belt from Zara and studded ballet pumps – also H&M.

Wednesday: Going nautical ahead of tomorrows shoot – a striped top from French Connection, blazer from Top Shop and indigo jeans from ASOS which have a cute zip detail by the ankle. Caged black shoe boots, a bargain find from TKmax.