Design Inspo 2

Coming up with great content is a tough job. I’m not interested in blogging for the sake of getting a post out. I want the content on modacarta to be interesting to my followers. I know if I’m not excited about it they won’t be either.

Are fashion magazines dead?

I read most magazines digitally. It’s faster and easier. I can pull screen caps quickly to include in posts or for design references. But once is a while I enjoy the tactile experience of flipping pages. While traveling in Sicily I picked up the October issue of Elle Italia. I carried it around from city to city – all 450 pages of it!

The Campo dei Fiori editorial, by Alberto Zanoletti, jumped out at me and immediately I had the content for my next post. The patterns and colours reminded me of Japanese paper. It was easy to create a fall wardrobe for the dolls from this inspiration. Jackets, dresses, skirts and tops reflect the shapes of FW 2016.


I hope you enjoy these images and as always I would love to hear from you 🙂




Fashion ARTographer

Recently I watched the documentary “The Man who Shot Beautiful Women” about Erwin Blumenfeld. He was a fashion photographer for Vogue and Harper’s Bazaar starting in the 1940s and 50s in New York. His approach to fashion photography was artistic, graphic and original. His influence can be seen in contemporary fashion photographs.

This cover for Vogue 1950 tells the viewer straight away that this issue is about beauty. The use of white space and over exposure of the face create a mystery about the model and pace the emphasis on the lipstick and eye make-up. Another great Vogue cover is visorBlumenfeld4also a beauty issue, from May 1945. This time Blumenfeld used a visor shadow to create visual interest and make the model’s lips pop. Again we see the use of white space. This graphic approach can be also be seen in Blumenfeld’s self portraits like this one.


My favourite Blumenfeld image was one he shot in Paris when he lived there before World War 2 and before immigrating to the U.S. The model dangerously swings off the Eiffel tower in her full skirt. towerThere is so much energy and life in this photograph. It has been copied many times.

Interview with a Stylist – Part 1

Annie Aldworth has been a stylist and photo producer in Toronto for 20+ years. She’s worked with some great fashion photographers on some outstanding brands and for all the big city Unknownretailers. I got together with her for drinks and biz chat.

modacarta: When and how did you get started as a stylist?

Annie Aldworth: In my last year of Fashion at Ryerson University, we had a co-op stint where I met Marilyn Toombes, a freelance stylist. I asked her what a stylist was and from her description, I knew I had found my career. She was a wonderful mentor.

mc: What brands/retailers have you worked for?

AA: When I started out I did a lot of catalog work for Eaton’s, Hudson’s Bay, then gradually moved on to more editorial work for WedLuxe and advertising work for Sporting Life. I have also done Pro bono work for the Herbie Fund. They published The Oceania Magazine.


SCAN019mc: What’s changed about the business?

AA: When I was starting in the business the client (brand or retailer) directed the look and the clothes were super styled – extremely severe. We had to stuff everything to create a smooth appearance – they didn’t let anything drape or flow. Now it is far more free – the client still directs but the styling of clothing is freer­ garments flow.  To gain recognition a stylist needs to have a presence on social media. Frequent posting photos of your work especially on Instagram.

mc: Tools of the trade?

AA: One of the most important things a stylist must be able to do, is notice what no one else will. Every small detail.  You have to be open minded but focus on a finished look.

mc: Is there a photo or image that you saw that you never forgot? That really made an impression on you?

AA: Not one particular image but collectively the work of Avedon. He made beautiful pictures. There was an elegance to all his images. Very graphic.

mc: What’s a trick of the trade to taking a good photo?

AA: Holding a white card at chest level to reflect light onto your face. We call it ÂŚ”Phil”

Read Part 2 with Annie on Fashion, the Costume Institute at the MET and style.


Annie – personal photo

3 images from Annie’s portfolio