San Francisco Feeling

Such a colourful, vibrant city!

I recently spent a week exploring San Francisco and Napa Valley/Sonoma.  One popular colour was rose gold – specifically this Rose Gold Light Down jacket from Uniqlo. Everyone was wearing it – including myself. Here I’m riding a vintage tram along Market Street.


Art is huge in San Fran with outdoor murals, galleries and the world renowned San Francisco Museum of Modern Art (SFMOMA).

Shopping is also a big deal with Union Square being the hub. Here’s my haul.


I spotted this great accessories shop in the Castro and picked up this cashmere poncho for $50. I layered here over a jean jacket for chilly spring mornings and I know it will work over dresses and blazers as well. I also visited the UGG store in Union Square and the moment I slid my feet into these slides I was sold. The soft leather lining and cushion sole will keep my tired feet comfortable and stylish all day!


Being surrounded by art, stunning landscapes and coastlines made me want to liven up my Spring wardrobe with colour. I scored this Anthropologie embroidered jacket for $41 from $198. I visited the store while they were having a Friday night Happy Hour. While sampling some great California Rosé I scooped up some great sale stuff for an extra 30% off. Best shopping night ever!



It’s the Little Things

Sometimes cheap little ordinary treats can really take you back to your holiday and remind you of the good times you had. I picked up some buttons from galleries, and tourist shops. I really like them on jean jackets or hats. They are an affordable and stylish holiday memory. Picked up this mermaid pouch at a gallery in Sonoma. The image reminded me of the California coastline with it’s rocks and sea lions. Accessories were on BOGO 50% at Victoria Secret. I love this rose gold wallet – it will work great with my Gucci belt bag because I can attach my keys as well.





This cream sweater dress was another score from Anthropoligie. I can wear it now, as winter is ending, with OTK boots + leggings and in Spring with my new laser cut Vince Camuto boots (future blog post). I can top this dress with so many of my jackets!



The very best thing about my holiday was spending time with my BFFs from Italy! CIAO!



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 🙂




Back Story

I started modacarta as part of the course work at the University of Toronto. I am pursuing a certificate in Digital Marketing Strategy. I knew I wanted to blog about fashion but the challenge was how to differentiate my blog from the thousands of other fashion blogs. Inspiration came to me in the usual place, the subway. IMG_0579 IMG_1078I love fashion and I love working with paper. I decided to focus on fashion design and trends and then produce them in paper for a doll to illustrate them. I could then also incorporate my other passion into the blog – photography! Idea done and doll purchased!

Getting started was bumpy with some amateur-hour photo shoots but I got my groove on and gained some followers. At my day job, we partnered with our client for a major presentation to senior leaders about our processes. I took on the task of designing and producing the presentation (a ton of work!) and it was greatly appreciated and a huge success. My client showed this appreciation and admiration for my emerging blog by gifting me with 2 more dolls.

Part of the learning process for me was establishing the editorial calendar for posts and then throwing it out the window when something new was trending. There would be times, and there still are, where I have no ideas for future posts and then, like magic, something comes up!! Seasonal trends make up the bulk of the content as well as industry profiles. I enjoy interviewing people or researching a designer or photographer’s work.

IMG_0698When I interviewed Roxana from Beerox Brand, I showed her my blog and some of the doll photos and she told me you’re a designer! That was a huge compliment for me especially coming from a designer. I suppose it is true to a certain extent. The paper clothes have to be designed in order to be produced and shot for the blog. It is sometimes challenging to fit them to the doll. My design inspo comes from research on the trend/topic, or sometimes the patterns of the paper will dictate the design.

Traveling with the doll has been fun. I have been to New York and also outlet shopping in Michigan with the dolls. It adds a lot of fun to the blog and also makes great instagram posts.

I hope you enjoyed this backstage view into modacarta and I always want to hear from you so please send a comment.

Fashion Photography as Art

Staying with this week’s theme of art, I am adding my 2 cents worth to the age old conundrum, “is photography art?” Further expansion – “is fashion photography art?” If we are speaking about Richard Avedon then yes it is! He has been called the greatest American Photographer. His images have been published in all the big magazines Vogue, Harper’s, W. Recently Harper’s Bazaar published Models, which features the best fashion photography over the last 60 years. DovimaDovima and the Elephants was photographed by Richard Avedon in 1955. Dovima wore a Dior gown with an obi sash. This image has been sold as posters, cards and prints. Making a strong case for it being art.

Hermes-Fall-2015Currently I am loving the Hermes Fall 2015 campaign that was shot in Venice. The city is a photographer’s dreamland. In the campaign, model Othilia Simon strolls through shadowed filled alleys in stylish clothes and accessories. The photography is wonderful -bringing the moodiness and light contrasts of Venice to life.