My 2013 fashion shoot with Sports Illustrated Swim Model Haley Kalil

In summer 2013, I styled a small fashion editorial for l’étoile magazine, a now-defunct Minneapolis arts and fashion publication founded in 2005. (It ended its run a couple of years ago.) This spread highlighted candy-colored designs by emerging Minneapolis designers Claire Ward and Lindsey DeWitt along with pieces from local designer boutique Grethen House, as worn by an up-and-coming model, Haley O’Brien. The model, who had won the Miss Minnesota Teen pageant in 2010 when she was 17 years old, went on to become Miss Minnesota 2014, and that was the last I’d heard about her.

That is, until this past summer when I saw a familiar face pop up in my Twitter newsfeed. After some googling, I confirmed that one of the models featured in the 2019 Sports Illustrated Swimsuit issue was indeed the same Haley, now using her married name, Haley Kalil. (She married one-time Minnesota Viking player Matt Kalil in 2015.) After double majoring in biomedical science and psychology, with a minor in chemistry, Haley worked as an immunology lab tech and was planning to take the MCAT when she spotted the Sports Illustrated casting call on Instagram. She went on to win the competition for the opportunity to appear in the magazine.

Below, see the spread we did together, presented for the first time since its original publication:

Trend Focus: Retail Brands Take a Page from Magazines with Editorial Content

As brands try to differentiate themselves in the marketplace and engage their customers in new ways beyond traditional advertising, many are taking a page from magazines—literally. Brands such as Banana Republic and Nordstrom are using longform, editorial-style articles to tell the story of their brands and products. These articles often offer useful tips and other valuable information with the aim of increasing a customer’s connection with the brand and, as a result, increased sales.

As a copywriter currently working for a major retail brand with a background in magazine editorial writing, this trend has piqued my interest. As a writer for print publications, I often told the stories of brands and products through a personal, editorial lens—so as a brand, why not tell your own story?

E-commerce brand, Net-A-Porter, paved the way for this trend when it was founded in 2000, and its editorial-style content has been the foundation of its business. Unlike traditional retail brands, Net-A-Porter began as a shoppable online fashion magazine, paving the way for this recent trend. Last February, they formed a new group called Porter Digital that posts editorial content daily instead of weekly at Net-A-Porter.com and the Net-A-Porter app, providing shoppers with the ability to purchase items with just one click. The e-retailer’s weekly magazine, The Edit, has since been rebranded PORTEREdit, and the brand also produces a bi-monthly glossy magazine called simply PORTER.  

Recently, more traditional retail brands have looked to fashion magazines to market themselves to their customers. Banana Republic has a magazine-inspired blog called The Republic that features a monthly “Editors’ Letter,” shoppable mood board–inspired lookbooks and even inspirational travel blog posts. Nordstrom uses its blog, The Thread, to offer in-depth profiles of its fashion brands, skincare tips from dermatologists, fashion week trends and more—all shoppable, of course. Levi’s Off the Cuff blog shows shoppers tips on how to wear denim on denim and DIY denim ideas. Aveda’s Living Aveda blog offers easy hair tips and detailed information about their natural products. Even JCPenney has a style blog with tips on everything from how to pick the right flat iron for your hair to finding the right bra.

 Even brands that don’t have a dedicated style blog or online magazine are creating editorial-inspired experiences on their website and social media platforms. For example, Target’s website offers beauty how-tos and other information-packed, beautifully designed experiences:

So, are these storytelling devices effective when it comes to the bottom line? Until the next big thing in marketing comes along, I predict they’ll continue to be a great way for a brand to tell its story (and demonstrate its fashion and design chops) directly to its customers.

City Pages' Best Dressed of 2018 is...

Me?!

Today I learned that I was named "Best Dressed" in City Pages' Best of 2018 issue. I didn't know I was being considered, so it was very much a surprise! Read the writeup in full below. [link]

I decided to throw together some photos of some of my favorite looks over the past year. Because fashion is fun!

At the Polo for Philanthropy Derby Day party in May 2017 in vintage dress from My Sister's Closet and vintage hat (with my partner Don Greene)

In a promotional image for the Walk the Wooftop fashion show benefiting the Animal Humane Society in August 2017 in vintage skirt from Via's Vintage, Peter Jensen heels from Mona Williams, handmade kitty sweater by Max Lohrbach, and vintage hat and gloves. (Photo: Jessica Zerby)

At Red Carpet for Hope for St. Jude's Children's Hospital at the Renaissance Minneapolis Hotel in January 2017 in vintage Young-Quinlan mink and vintage 1920s hat (with Sarah Edwards)

I AM Inspired! April 2017 at Hewing Hotel in vintage dress and hat (with Carter Averbeck and Richard Anderson)

At the Polo Classic in Maple Plain in August in vintage dress from the Golden Pearl Vintage (with Richard Anderson)

At Polo En Blanc in August 2017 in vintage dress and bloomers, plus vintage hat & shoes from the Golden Pearl Vintage

Modeling in the Walk the Wooftop fashion show benefiting the Animal Humane Society in August 2017 at ElseWarehouse in look from Cliché (Photo: Jay Larson)