The LAFASHION Spring
CONTRIBUTING WRITERSNOEL ALUMIT • SARA BERKES • NICOLE RUNNINGEN • JULIANNA MARANON • MANOLIS MELISSINOSMEGHAN WILSON • STACI ADAMS • YASMIN SANTANA • MORGANNE PICARD • CECEE McDANIELVIVIAN MONTOYA • KATIE NEBLETT • JESSICA VALLADARES • EMILY WILSONCONTRIBUTING PHOTOGRAPHERSODESSY BARBU • ALEXIS CHONG • ANDRE CORDOVA • MARTA ELENA • RICK DAY • RANDY DUNBARBLAKE JAMES • WES KLAIN • DIANE LIEU • JULIA McKIM • MATTHEW MITCHELL • KAI HE • MICHAEL OLIVERI • SCOTT NAIDE • ZEKE RUELAS • JOEY TRON • NINO VIA • KELLY WEBBCONTRIBUTING STYLISTS MAKE UP ARTISTSBRUNO LIMA • CATHY HIGHLAND • TALIA McILWAIN • ESTEVAN RAMOS • FELIX BUSTAMANTE • KAT FORD • HARPERJESSE J • BRIAN PRIMEAUX • MYNXH WHITE • WILLIAM WILLIAMS • JEFFREY SCOTT • MITZI SPALLAS • KIMBERLEE BARLOW
CONTRIBUTING WRITERSNOEL ALUMIT • SARA BERKES • NICOLE RUNNINGEN • JULIANNA MARANON • MANOLIS MELISSINOSMEGHAN WILSON • STACI ADAMS • YASMIN SANTANA • MORGANNE PICARD • CECEE McDANIELVIVIAN MONTOYA • KATIE NEBLETT • JESSICA VALLADARES • EMILY WILSONCONTRIBUTING PHOTOGRAPHERSODESSY BARBU • ALEXIS CHONG • ANDRE CORDOVA • MARTA ELENA • RICK DAY • RANDY DUNBARBLAKE JAMES • WES KLAIN • DIANE LIEU • JULIA McKIM • MATTHEW MITCHELL • KAI HE • MICHAEL OLIVERI • SCOTT NAIDE • ZEKE RUELAS • JOEY TRON • NINO VIA • KELLY WEBBCONTRIBUTING STYLISTS MAKE UP ARTISTSBRUNO LIMA • CATHY HIGHLAND • TALIA McILWAIN • ESTEVAN RAMOS • FELIX BUSTAMANTE • KAT FORD • HARPERJESSE J • BRIAN PRIMEAUX • MYNXH WHITE • WILLIAM WILLIAMS • JEFFREY SCOTT • MITZI SPALLAS • KIMBERLEE BARLOW
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online<br />
by Sara Berkes<br />
Maz Durbin<br />
Founder of the LA-based style and fashion website, Sassenfras,<br />
talks about her “signature” style<br />
Can you tell me a bit about the history of Sassenfras?<br />
Sassenfras was born in April of 2012, in a period of professional<br />
malaise. I was a bit lost, burnt out mentally and just unsure of what<br />
my next move was going to be. It started as an Australian-based<br />
blog with only a handful of readers. Within three months, I saw I<br />
was getting more California-based readers than homegrown ones.<br />
By October of 2012 I was on a plane to LA, meeting with potential<br />
PR firms to find one that could help me grow in the USA.<br />
With a PR firm in place, the site has grown beyond my original<br />
expectations with a healthy and ever-creasing readership, almost<br />
16,000 fans on Facebook, and a raft of interviews and features with<br />
various LA designers<br />
under its belt.<br />
Where does the<br />
name Sassenfras<br />
come from?<br />
I’d love to be able to<br />
tell you it has a deep<br />
significance, but truth<br />
be told I was sitting in<br />
my favorite armchair,<br />
my mind a bit of a<br />
blank when I sounded<br />
it out in my head. I<br />
jumped on Google<br />
straightaway to make<br />
sure I hadn’t heard<br />
it somewhere else. I<br />
couldn’t find any reference<br />
to it anywhere,<br />
and it felt so perfect. It sounded sassy, feminine, and most importantly,<br />
it was memorable.<br />
Have you always been interested in the concept of a<br />
signature style?<br />
I have. <strong>The</strong> men and women I consider to be style icons all have a<br />
“signature”. For example, Isabella Blow’s signature was an extraordinary<br />
hat (usually designed by her friend and collaborator, Philip<br />
Treacy), Debbie Harry’s is her platinum blonde hair, and with Anna<br />
Wintour, it’s her hair/sunglasses and elegant ladylike attire.<br />
What does having a signature style mean to you?<br />
A signature style is a means of specifically expressing who you are<br />
as an individual. If you regularly update your look with trends, then<br />
you’re expressing a general love for fashion and that is perfectly<br />
fine. A signature style is powerful, because it’s expressing your loves,<br />
passions, and interests. It becomes your own unique identifier.<br />
It’s important because when your personality and your style are<br />
aligned, it creates a powerful confidence. A signature style says to<br />
the world that you know who you are and are not afraid to express<br />
it on your own terms.<br />
How did you move from graphic design to the creation<br />
of Sassenfras?<br />
Fashion and graphic design are both visual languages so it seemed a<br />
natural progression. <strong>The</strong> idea of creating a blog or a website wasn’t<br />
daunting because I’d already<br />
done those. <strong>The</strong><br />
creation of captivating<br />
images using type,<br />
color, and photography<br />
is what I love to do.<br />
Combining that love<br />
with an almost lifelong<br />
investment in reading<br />
and learning about<br />
fashion made sense to<br />
me.<br />
What are your<br />
future goals for<br />
Sassenfras?<br />
I want Sassenfras to be<br />
the go-to website for<br />
women who are ready<br />
to become style icons<br />
in their own right. I want the website to be a place of inspiration,<br />
where individual women of all ages, sizes, shapes, and ethnicities<br />
are valued and celebrated for their style. I think what we all want<br />
in life is to be remembered and valued for who we are. I want<br />
Sassenfras to be a place where lovers of style can come to find<br />
those pieces that will make them burst with confidence. Our style<br />
is just one way to become what I think all of us most wish to be:<br />
extraordinary.<br />
Photo by Ellie Luna styled by Tiana Freeman for Freeman x Bell<br />
Do you feel that Los Angeles has a special kind of<br />
style or is influential for you?<br />
Absolutely! It’s not that LA produces one particular kind of style,<br />
it’s that it is the ultimate style melting pot. From Los Feliz to<br />
Downtown you will see wonderfully diverse and confident self-expression<br />
from men and women alike.<br />
16<br />
LA FASHION SPRING 2014 thelosangelesfashion.com