The launch of Editor Access has kept me incredibly busy. I’m also simultaneously planning all fall content for FAJO‘s upcoming issues and I’ve been talking to many brands to line up some great collaborations. We are gearing up for our busiest season to date. Plus, all these packages continue to arrive…
In this post, I’d like to tell you about the concept of “swag” / “gifting”. I get asked about it all the time and often quite aggressively. After 12 years in fashion, I’d like to share my thoughts on this topic.
My team and I receive a lot of products on a regular basis. As a journalist, my policy throughout my career has been to only review and write about things that I genuinely like. After all – when it comes to a recommendation, the best one is the honest one.
When I started FAJO, however, things changed. As an individual journalist, the focus was on personal opinion. As an editor-in-chief, on the other hand, I have to think about what may be of interest to my readers. If I don’t like something, that doesn’t mean that we shouldn’t write about it.
Launching Editor Access this month has given me the opportunity to, once again, focus on things that I personally find appealing. Every now and then, you will see me write in this section about the products and brands I support. Some are major international labels, others are Canadian.
Today, I would like to tell you about select gifts I received in the last few days, and why I think these brands might be of interest to you.
When I was growing up in Europe, my grandmother Ester taught me the value of quality. This meant good food and good cosmetics!
Lancôme was one of the brands that both my grandma and my mother always loved the most. It came in beautiful packaging and felt like silk on your skin. It also gave you a real glow.
“Great make-up must be invisible,” grandma Ester said. “It needs to accentuate your features, but do so in the most seamless way.”
Fast forward several decades, and Lancôme continues to have a special place in my heart. It hasn’t changed: the packaging is still gorgeous and the quality is the same. I still give it 10/10.
Here are some photos from Lancôme’s latest line.
The Brits have class, but aren’t afraid to experiment. We cover seven fashion weeks around the world every season, and yet London Fashion Week always features the most creative and experimental clothing. If you want to be trendy – go to London. You’ll never think of fashion the same way again.
On this note, last night, I was invited to Mulberry’s VIP and media launch party in Yorkdale mall in Toronto. It was great to see this legendary line arrive in Canada: my European genes make me very excited every time a Euro brand jumps across the pond.
One of the highlights that caught everyone’s attention at the party was the Willow bag, which was launched this year and named in honour of Mulberry’s second British factory, The Willows. The factory is scheduled to open later this year. Back to the bag though – it’s a two-in-one and has a clutch that is attached to the actual bag with two zippers. Hard to imagine? Take a look at the photo below.
My personal aesthetic is very similar to Mulberry’s – classic with a funky twist. I really think that details matter and Mulberry’s gift bag has a real sense of luxury. Ribbons, golden-colour memory stick for journalists and a lovely leather wristlets pouch for the ladies (a stylish business card holder for the gents). Fun experience. I’m going shopping next week to build my wardrobe for Toronto Fashion Week, so you’ll know where I’ll be headed.
In the meantime, some photos from Mulberry’s latest collection and the new store are included below.