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July 31 2014

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7 posts tagged "Julie Anne Quay"

Summer Friday: From the Office to the Beach With VFiles’ Julie Anne Quay

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Like the George Gershwin song goes, “Summertime, and the livin’ is easy.” Especially if your workweek is cut short thanks to “Summer Fridays.” The extra hours go a long way in making every weekend seem like a holiday. If you’re short on inspiration for your own Summer Fridays, just look to our new season-long series where we ask industry people with cool jobs to share how they’ll be spending their free afternoons.

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Those who obsessively follow the wonderfully wacky online universe of VFiles are already aware of Julie Anne Quay, its founder. Quay, whose résumé includes serving as the executive editor of V Magazine, a past stint at Steven Meisel’s studio, and casting Marc Jacobs’ runway show, has changed the modern face of fashion with VFiles’ online community, user-generated fashion shows, and hilarious satirical programming. Here’s how she’s spending her Summer Fridays:

“We don’t really have Summer Fridays at VFiles because we are very much a startup operation—but if I was to sneak away for a Friday afternoon, I would plan it like this: First of all, I would come downtown in the morning wearing my swimmers under my clothes (that’s a very Aussie thing, always be ready), and I would drive down and park at the corner of Greene and Canal—and pay extra to park right by the exit and make sure my surfboard on the roof doesn’t get stolen—at noon get straight out of town on the LIE to Peters Pond Beach in the Hamptons and strip down. Sand. Water. Sun. Heaven.

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EXCLUSIVE: VFiles Launches VFiles Sport Plus, a Collection by the Users, for the Users

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VFiles

In a world where new e-commerce sites are a dime a dozen, VFiles stands out. Its unique designer selection (think Hood by Air, Adidas x Rick Owens, Moschino, and KTZ), innovative social media platform, and active community have kept VFiles steadily on our radar, and the platform’s singular aesthetic has left its dedicated fan base begging for an original cut-and-sew VFiles clothing line. Well, ask and you shall receive. VFiles’ debut collection, dubbed VFiles Sport Plus, launches on Monday. An exclusive first look at the range debuts here.

The campaign is modeled by VFiles users; one simply had to tag a photo of themselves on the platform to be considered for the lookbook. “The collection is by us, for us,” said Julie Anne Quay, founder of VFiles. “We looked at what our members collect, what they share…So it really is a community-generated collection,” she explained. “I think that’s also something that’s never been done before. Like, what if Facebook had a collection? What would that look like?”

VFiles

VFiles Sport Plus is comprised of unisex motocross jerseys and shorts, French terry hoodies, slub-knit tees, body-con dresses, and more. The clothes have a distinctive sport-meets-street vibe and a contemporary price point (prices range from $75 to $300). “It’s all branded, and really fun, functional, and wearable. We think we’ll fit alongside the brands in our stores right now, which is really important to us,” Quay said. “Our community is very loyal to young designers and likes to wear things no one else has ever seen. So I think VFiles Sport Plus is something they will be really excited about.”

Quay tapped Erin Magee, head of production at Supreme and creative director at MadeMe, to head up the design process. “Erin knows how to execute. She’s able to take what we want to see and actually turn that into a garment,” Quay explained. “There’s a language to VFiles that you can’t really put words to. You just know it’s VFiles.”

The VFiles Sport Plus collection will be available on April 28 internationally and on vfiles.com.

Photo: Jason Rodgers 

Modelizing the VFiles Way

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It’s back. VFiles’ satirical look at the modeling world, Model Files, returns for its third season today, and in its premiere, the mocumentary-meets-reality show’s host, casting director Preston Chaunsumlit, manages to tackle some pretty heavy topics—with his signature lighthearted approach, of course. “Not only is it really funny, but it touches on important fashion-world issues like racism and size-ism,” VFiles founder Julie Anne Quay said of the series. “You are going to love the second episode, when Preston collaborates on an über-secret project for a major international pop superstar,” she later teased.

In episode one, dubbed “The Asiancy,” Chaunsumlit addresses the lack of diversity in the modeling biz with the help of Humberto Leon, Jenny Shimizu, Jen Brill, and Quay. Sit back and watch his antics, above, and be sure to check out future episodes, airing every Tuesday, on VFiles.com.

Have No Fear, Riri’s Here!

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Rihanna

Instagram has dubbed Paris fashion week #PaRih. Why? Because while trotting from one show to the next, the pop sensation has completely stolen the style spotlight. That sophisticated gray look she wore to Lanvin? That sheer fishnet number she rocked post-Balmain? The cherry red fur she donned at Dior? We’ll go so far as to say she’s been flawless through and through. Team Style.com’s favorite outfit, however, was the one she sported to Comme des Garçons. It was a mash-up of wares by three emerging talents: Adam Selman (her River Island co-designer), Melitta Baumeister, and Hyein Seo. The latter two were featured in the VFiles Made Fashion show in February, and Riri’s choice to wear Baumeister’s oversize pleather jacket and Seo’s faux-fur “Fear” stole will no doubt help catapult these up-and-comers to stardom. “I think it was our best look of the week,” Rihanna’s stylist, Mel Ottenberg, told Style.com. “Melitta’s coat was one of the greatest coats of the season, even if a lot of people haven’t heard of her yet. That whole collection blew my mind. And Hyein Seo; I was flipping through Style.com, showed Rihanna pictures, and she loved it. She was totally amazed and wanted to wear the fur with a look from Adam [Selman]‘s collection.”

Naturally, the designers are over the moon about bad gal Riri scooping up their Fall ’14 styles. “It’s a reassurance that you’re doing something that people are reacting to,” said Baumeister, who has also dressed Lady Gaga. “And Rihanna is such a great star to wear it. It really proves that the collection is relevant to what’s going on right now.”

VFiles founder and CEO Julie Anne Quay shared Baumeister’s excitement—after all, she helped select Baumeister and Seo for the fashion platform’s Fall runway romp. “Rihanna wearing those designers shows that she believes in the next generation and the future of fashion,” Quay said. “And the fact that she would go to a Comme des Garçons show in that, where everyone around her is wearing Comme or Chanel, I mean, that’s a statement.”

When asked if that statement was intentional, Ottenberg offered, “When there’s a great moment to chose something unknown, it makes us really happy for the designer. It’s fun to do something that not everybody else is doing. Comme des Garçons is a huge supporter of young talent, and it felt right. It was one of those chances to do whatever we wanted.”

As for the future plans of Riri’s rising stars, Selman is storming the fashion sphere after his breakout sophomore presentation last month; Seo is wrapping up her master’s degree at the Royal Academy of Fine Arts, Antwerp; and Baumeister is aiming to hold her debut solo show next New York fashion week. “I hope it will be possible. I’m just going to have to make it happen somehow,” said the Parsons M.A. fashion grad. We have a feeling that she’ll persevere.

Photo: Tommy Ton 

Exclusive: VFiles Names Its Fall Triumvirate

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The Winners of VFiles' fashion show

Back in September VFiles launched the raucous runway rave that is its user-generated fashion show. Last time around, the jam-packed affair afforded four emerging brands (chosen by the online community’s users and a panel of VFiles judges) the chance to present their Spring ’14 collections at New York fashion week. “We believe in the future of fashion,” VFiles founder Julie Anne Quay told us after the inaugural outing. “And the future of fashion is online.”

VFiles’ experiment continues for Fall ’14, and today, Style.com can exclusively reveal the three rising stars who’ve been voted into the sophomore show. First up is Melitta Baumeister. We initially met this German-born, New York-based talent last season when she opened the Parsons MFA runway with an impressive collection of sculptural white silicone looks. She’ll be joined by ASSK, a cerebral, Paris-based streetwear label by Australians Sarah Schofield and Agatha Kowalewski, and Hyein Seo, a South Korean womenswear designer who’s currently pursuing her master’s in fashion at the prestigious Royal Academy of Fine Arts in Antwerp. In addition to sending their Fall ’14 collections down the catwalk at Eyebeam Studios, the three lucky winners will be flown to New York pre-fashion week to receive mentoring from famed stylists Carlyne Cerf De Dudzeele and Mel Ottenberg. Check back in on February 5 to view our full coverage of the VFiles fashion show—and if it’s anything like last season’s, we’re in for a wild treat.

Photo: Courtesy of VFiles