Behind The Scenes

 check out the video below:

 We are busy preparing for our trip to Asia and we stumbled upon these pics from our last trip there....This is a beach we went to in Sanya, China.  We spent the day drinking coconut water and lazing around. It was Christmas day afterall.  No turkey dinner but we did find some Mexican food there which is a rarity in China.  We were dying as we'd been eating rice and noodles for weeks and so this was like an oasis.  It happened to be owned by an American who moved to the region so he can be close to the ocean and remain in China...

see more pics below:

We recently launched our 2010 Spring/Summer video at Serpentine to an audience of Toronto's fashion industry. It was a great party! Check out these pics from the event below:

 Some more pics from the Eva boutique party.  See them below:

 This is the Eva boutique party that happened a few weeks ago in New York celebrating their spring/summer arrivals.... check out the pics below:

Check out JUMA in Now Magazine this week. Featured is the Pouch Top in heather grey, which is now available on our online store.

Check out OAKNYC.com to shop some of the JUMA spring collection. click here

We attended the Evolving Influence (Fashion Blog Conference) in New York during fashion week a few weeks back.  There were many topics of discussion including the future of fashion blogging, the business of fashion blogging as well as ethics surrounding bloggers, content and media.

The panel included Imran Amed (Businessoffashion.com), Susie Bubble (Style Bubble), Tavi Gevinson (Style Rookie), Bryan Boy among others from the industry.

What we got out of this is that blogging is becoming an important medium for fashion content, sometimes more relevant as it is unbias and less constrained when compared to traditional mediums including fashion magazines and editorials.  Bloggers became popular because of their point of view and their credible opinions about various topics within the industry.  

In order to remain this way and effectively engage with their audience, it is important for bloggers to remain unbias and not be swayed by the industry and brands that they cover. They need to stay true to their voice and opinions!

Excerpt by intern Kenia:

On the second day of writing my final essay of the year (yippie!) I received a text much like the one I received for Fora’s launch. This time I was much less hesitant as I had such a good time at the launch that I thought what the heck, maybe I should go out more often.

This time I headed to Evan Biddell’s new studio boutique called Oz on guess where Ossington st! As I arrived a lovely girl was performing at the front of the room playing a beautiful song on her harp ( a harp!). To my left was a bartender from Reposado who offered me a delicious cocktail (yes, I am way over the legal drinking age) which tasted of sun and spring.

The interior resembled a boutique space you would find in Montreal, exposed brick, high ceilings and raw hardwood floors. For a moment I really thought I was Dorothy. (“Toto, I’ve a feeling we’re not in Kansas anymore.”) On mannequins lined up against the wall was Evan Biddell’s Spring 2010 collection and his Fall 2009 collection spread over a stainless steel wall held with magnets.

There I ran into the lovely Anita Clarke from I want, I got, Jamil Juma from JUMA and who else but the man of the hour, the wizard of Oz himself Evan Biddell.

If you have a chance do stop by the studio, follow the yellow brick road to the land of Oz conveniently located at 134 Ossington Ave. right between Queen and Dundas. With many parties, art openings and live model photo shoots to come I’m sure Oz will be one name that we will keep hearing about.

xo Kenia

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