tc style magazine - issue 03

TC STYLEMAGAZINESpring 2015 | Issue 03

ON THE STREETS | IN THE SHOPS | IN THE STUDIO

INSIDE:

Designer Claire Ward shares creative processpg. 36

Proper & Prim: A year in review, pg. 6

Style Blogger Rachel Trampel styles spring’s new florals, pg. 22

INSIDE TC STYLE...CONNECT WITH US ONLINE...TCSTYLEMAG.COM• Find exclusive videos, photographs and more.

@TCSTYLEMAG on Twitter & Instagram• Get a behind-the-scenes look at the making of TC Style.• Share your thoughts on TC Style.

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Share a photo of you with your copy of TC Style Magazine on Twitter or Instagram, and you could win a set of Urban Halo headbands! #TCStyleMag

Spring 2015 | TC Style | Page 5Spring 2015 | TC Style | Page 4

DEAR READERS,

WANT TO JOIN THE TC STYLE TEAM?

Email us at [email protected] with subject line TC Style Team.

At TC Style Magazine, we love change and fresh beginnings. Whether it’s the change of weather that comes with a new season, the change of pace that comes with a new job or the change of heart that comes with a new relationship, we believe all changes come when they must.

And, we believe that spring, even more so than the first of the year, is a time for change and renewal. So, as the grass is slowly springing from the ground and the birds are returning home to wake us with their song, I’m in process of making some adjustments to TC Style that will bring you more in-depth content.

In our third issue, you will recognize a few changes to our sections. Our In the Home section has been swapped out for In the Shops, a new section that will allow us to showcase more local products, boutiques and shop owners. This issue we feature co-owner of Uptown’s Proper & Prim, Ashlie O’Day, as well as our favorite accessory picks for spring.

We’re also adding more photos and videos online. We hope you visit our website, tcstylemag.com, for the exclusive content, and we hope you find yourself loving the changes and new additions to our magazine.

Thanks again!

-Jasmine Maki, editor-in-chief

CURRENT CONTRIBUTORS

Liam James Doyle Photographer

Tressa GranrudAdvertising & Design Assistant

Rachel Trampel Model & Writer

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IN THE SHOPS with PROPER & PRIM

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Nearly a year ago, Ashlie O’Day opened the doors to Proper and Prim in Uptown Minneapolis, joining her sister, Teresa O’Day, as a co-owner of the company, which started in Fargo in 2010.As the second P&P location,

Ashlie’s shop has quickly gained prominence in the neighborhood.“I’ve really gained a nice

group of regular customers. I know their names, their dogs’

names. I know if they’re getting married this summer, where they work…” Ashlie said. “Minneapolis has been really welcoming and has given us a great reception.” She added that people are excited about their affordable fashion and trendy new pieces.Much like Teresa’s Fargo

location, Ashlie’s customer-base is younger women, mostly young professionals between the ages of 18 and 35, who

are looking for trendy new pieces. And, while Ashlie has only been a co-owner of the company for just under a year, she truly knows the clientele and brand. After all, she has been helping develop the P&P brand since the beginning.While studying public

relations at the University of Minnesota, Ashlie would take time to join Teresa on buying trips.“I was kind of her built-in

employee because I was her sister,” she said. “We work really well together, and I’ve

always loved fashion and always worked in retail, so it was just a really comfortable fit, and it was always just a really fun side job that I had with her.”But, that side job turned into a

full-blown career when Ashlie quit her job in public relations to open the shop in Uptown last May.“Now, we’re partners, and it’s

really fun, really rewarding,” she said.While they have the same

core values, the sisters run their stores with their own twist.

“I was kind of her built-in employee because I was her sister...now we’re partners and it’s really fun, really rewarding.”

-Ashlie O’Day

From little sister to business partner

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Ashlie said she’s a little more assertive, while Teresa is more calm and serene, which she said fits well with each of their cities.The sisters keep in touch

throughout the day via email, phone calls and G-Chat. Ashlie said the constant open communication and trust allow them to run their business efficiently. They meet up for buying trips several times throughout the year. They aim to find trendy pieces that are a little bit edgier and will challenge their customers to try something new.It helps that the sisters have

two different styles so their drawn to different trends. Ashlie said she likes to

compare them to the Olsen twins. “I’m Ashley and she’s Mary-Kate. I’m a little more tailored and elevated basic, and Teresa is more edgy, rock and roll.”Ashlie said when their

packages arrive. she can always tell who picked each style. But, whether its Ashlie’s pick or Teresa’s, the pieces are sure to stun. From two-piece floral sets

to bold blazers and detailed jumpsuits, their garments push the edge of Midwest fashion boundaries. And, their customers are up for the challenge.“Customers come in and say

‘I love this,’ but I have no idea how to wear it, and we’re here

WHERE TO FIND THEM:

• IN-STORE: 2743 Lyndale Ave. S, Minneapolis

• ONLINE: Properprim.com• INSTAGRAM: @ProperandPrim• PHONE: 612.345.5486

to kind of walk them through it,” Ashlie said.Their edgy garments make

shopping more exciting for the customer and employee.“It’s fun having new pieces

that are exciting and maybe kind of weird and different, but look awesome on,” Ashlie said.Anyone can get a glance

at these trendy pieces on the store’s Facebook and Instagram (@properandprim)

feeds, where Ashlie and Teresa post new arrivals daily.Ashlie said social media

is just another way to draw customers in and keep frequent shoppers in the loop about new pieces. The store even does online sales through email invoices. It’s all about appealing to their customer base and making shopping more convenient for the new generation of shoppers.

1500 Jackson Street NE, Suite 288 | Minneapolis, MN 55413612.875.5788 | superkarin.com | [email protected]

KARIN JACOBSON DESIGN

TC STYLEMAGAZINE

ADVERTISE WITH

$80 full page [email protected]

612-968-8237

TC STYLEMAGAZINE

Winter 2014 | Issue 02

ON THE STREETS | IN THE HOME | IN THE STUDIO

INSIDE:

Trio of fiber artists share studio space, pg. 26

Interior designers share tips for creating a warm, welcoming home, pg. 6

Lifestyle blogger Zhenya styles embroidered pieces, pg. 18

TC STYLEMAGAZINE

Spring 2015 | Issue 03ON THE STREETS | IN THE SHOPS | IN THE STUDIO

INSIDE:Designer Claire Ward shares

creative processpg. 36

Proper & Prim: A year in review, pg. 6

Style Blogger Rachel Trampel styles spring’s new florals, pg. 22

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JUST IN FOR SPRINGFrom downtown Minneapolis to the suburbs of St. Paul, our favorite local boutiques from the Twin Cities and surrounding areas have uniquely amazing adornments, gifts and trinkets. On the next couple pages, we’ve asked them to share their staff and customer favorites for the new season.

Statement Boutique212 3rd Ave. N Suite 105, Minneapolis | 651.808.7663

>>> Turquoise, Green Turquoise and Lapis Lazuli on gold earrings by Stacey Johnson Jewelry, $69.

<<< Brazilian druzy agates and Italian leather by Stacey Johnson Jewelry, $89 each.

<<< Graduated turquoise necklace with gold accents by Stacey Johnson Jewelry, $96.

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Urban Ruffle16220 Main Ave., Prior Lake | 612.413.3066

350 Water Street, Excelsior | 612.598.2098

<<< Urban Halo headbands, $15 each.

>>> Wild Ruffle silver earrings, $16.

>>> Wild Ruffle extra long stone necklace, $32.

>>> Neal horn studs in bronze, $48.

>>> Neal faceted studs in bronze, $68. Neal faceted studs in silver, $88.

<<< Neal horn necklace in bronze, $95.

GOLDEN RULE

Love. Family. Friends. Fun!

Be inspired. Experience a Bella Bridesmaids showroom for the largest selection of bridesmaids dresses.

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kansas city • baton rouge, la • new orleans, la • shreveport, la • boston, ma • baltimore, md • minneapolis, mn • saint louis, mo • jackson, ms madison, nj • las vegas, nv • new york city • charlotte, nc • raleigh, nc • cleveland, oh • pittsburgh, pa • charleston, sc • columbia, sc

greenville, sc • memphis, tn • nashville, tn • austin, tx • dallas, tx • houston, tx • san antonio, tx • richmond, va • seattle, wa • milwaukee, wi

Franchise Opportunities Availablewww.bellabridesmaids.com

Joielala Photography


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ON THE STREETS:Fresh florals

Every spring, as the flowers begin to bloom outdoors, the newest floral prints arrive at our favorite boutiques. This year is no exception; the florals of 2015 range from romantic feminine prints to tropical-inspired patterns, to big and bold designs.


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A Blogger’s Take with Rachel Trampel of Rachel’s Look Book

&

Photographer Liam James Doyle

WHERE TO FIND HER:

• WEB: RachelsLookbook.com• INSTAGRAM: @RachelsLookbook

Floral prints for spring may not be a new concept in the fashion world – but there are always new stunning prints, mixes of colors and fabulous designs that make them just as exciting every year when I start reaching for spring pieces.

Proper & Prim Dress, $38.50


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This fun, bright dress with a ’70s vibe is stunning for spring. The playful sleeves make it a statement piece, so I wanted to keep accessories simple – a monochromatic look with my sandals from JustFab and just a hint of sparkle with dangly earrings. This dress could also be more casual paired with strappy flat sandals, a simple wedge, and if you wanted to give it an extra 70’s vibe, add a floppy hat!


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This jumpsuit is gorgeous and needs very little styling; the flow of the wide leg pants and large print of the flowers make it perfect on its own. I wanted to add a bit of contrast to the navy and white pattern, so I added a metallic shine with some tall gold wedges. I also think a summer floppy hat would be perfect with this look too – especially if you are heading on a beach vacation!

Proper & Prim Jumpsuit, $48


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A common theme among these floral pieces is to keep the accessories simple, especially if you have a large floral print. These prints and colors already provide so much to the overall ensemble, so adding a pair of nude sandals and simple earrings keeps the focus on the dress, which has a great, flirty shape with a skater skirt and an emphasis on the waist. A complimentary necklace with some pink or sparkle to it would really dress this up as well. I like to keep large prints simple. However, pairing it with a smaller print, such as a striped blazer, could be a great way to mix prints.

Proper & Prim Dress, $53


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Locals spotted...

Wearing:

From Excelsior to the Shops at West End in St. Louis Park, to 50th and France in Edina., we’ve hit the streets of the Western suburbs to bring you some awesome local street style. Whether they were running errands, shopping at their favorite boutiques or grabbing dinner with a girlfriend, we caught these ladies sporting some great spring looks that we just had to share!

Bridget Whalen, Excelsior

Bridget’s gingham top is totally on-trend for spring 2015!

Tasha Wagner, Excelsior

Bernadette Vang, Burnsville

We love Tasha’s white and cobalt blue color blocking! Bernadette’s

fresh florals caught our eye, but we can’t get over her stunning pastel pink jacket!

Mekaela Maragos, Minneapolis

Michelle Hunt-Graham,South Minneapolis

Mekaela pulls off this simple chic look effortlessly!

We love that Michelle broke out her coral for the warmer temps and check out those colorful shoes! So fun!

Spring 2015 | TC Style | Page 36

IN THE STUDIOwith Claire Ward

Kitschy, over-the-top and absurd, Claire Ward’s designs may be unconventional but more importantly, they’re unforgettable.The young designer ’s heavily embellished,

tongue-in-cheek garments have captured audiences at some major Minneapolis fashion events over the last two years, including Envision and Black Hearts Ball.

Claire Ward’s designs begin with simple sketches and occasional collages made of magazine cutouts.

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It’s clear that Ward, a South Minneapolis native and 2013 graduate of the University of Minnesota., isn’t interested in classic styles of fashion. Her pieces are bold and daring with a sense of humor. Although she doesn’t look

directly to Moschino for inspiration, Ward said the major Italian fashion house known for their colorful, eccentric designs, is a good example of how she approaches fashion design. “I just can’t take (fashion)

that seriously,” she said. “As long as I’m going to be putting in all the work, I want

to be saying something about myself with it.”

The creative process Her designs start with

inspiration from magazines and photographs online. “I’m pretty consistently

drawn to the kitschy, campy sort of things,” she said, “and it’s probably evident in my clothes. I kind of really like absurd over-the-top type stuff — things that are a little tongue-in-cheek or have a little sense of humor to them.”After drawing inspiration,

the sketches begin. She draws

whatever comes to mind, typically in rough, simple sketches, which she’s been creating since she was a little girl. She says she was kind of obsessed with drawing and that, along with a love of playing dress up, just morphed into an interest in fashion. Sketching is still her favorite part of the creative process as it allows for the most freedom. “You get to come up with

all these ideas, and you don’t have to hold back,” she said.

While sketching in her spacious second floor bedroom, she’s thinking of the best fabrics for each design. She typically creates structured pieces with

exaggerated silhouettes, so she likes working with fabrics that are more

structured or stiff, like neoprene. She even used vinyl on an entire jacket for her senior showcase. Ward usually has a pretty

solid idea of the colors and fabrics she wants to use, but

“I just can’t take fashion that seriously.”

-Claire Ward

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<<< captions

things can always change when she goes to SR Harris Industries for her supplies. Even when she’s back in the little side room of her home that she’s dedicated as a studio ready to cut and sew the fabric, she said the final piece isn’t necessarily going to turn out how she’s imagined. “I might think

of something else, or I’ll sew something and it’ll look really stupid,” she said. “Even when I’m done with my stuff, I’ll still feel like it’s not really done.”She said she’s always

working right up to the minute she has to leave her house to deliver the garments for a show.

Self-doubt and understandingWhile the emerging designer

has received positive feedback from the beginning, she said she’s still never 100 percent sure of what she’s doing or that it’s the right thing to do. “When I did my senior show,

I did a lot of weird stuff. My

entire concept was really weird and really different,” she said. She remembers thinking, “This could go horribly wrong or turn out really well and be really

interesting.”During the

conception of the project, others pointed out the obvious “flaws” in Ward’s collection —

that it was impractical and nonfunctional. She said those comments were discouraging, but she also knew she wasn’t concerned with those aspects.“I wasn’t considering the

function; that part wasn’t important to me,” she said. “I just wanted to create the idea I had in my head.”She said most people in the

industry don’t think the same way she does. While others think about design from a retail standpoint, she views her designs as art.“I’d rather take a risk than

make something that is very beautiful and elegant and chic by normal standards,” she said. “I love that stuff but I feel like other people

“I’d rather take a risk than make something that is very beautiful and elegant and chic by normal standards.”

-Claire Ward

are better suited for it. If I have this ability to make these weird things like I do, I should do it.”Ward’s “weird” designs

have been well accepted by the Minneapolis fashion community, so why wouldn’t she continue creating them?

One Twin Cities fashion blogger even named one of Ward’s designs the number one look at Minneapolis Fashion Week; another asked to borrow the same piece for a major fashion event. That positive feedback makes all the risks worth it for Ward.

Spring 2015 | TC Style | Page 42

Claire Ward showed several of her original designs in the Envision Artopia Fashion Show in April 2013 at the Graves Hotel.

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