Avenue Style Newsletter: Editor's Note

If I’ve said it once, I’ve said it a million times: Calgary is a super stylish city. I see it everywhere I go, and, as the associate editor at Avenue, I get around!

At Avenue, our style section’s main objective is to reflect this city’s impeccable style in everything we do, from our decor features and style Q & As to our fashion shoots and Trending section. We’re itching to bring you even more, and the best way to do this is to deliver it right into your inbox with the Avenue Style Newsletter. Each week we’ll send our subscribers the first look at exclusive style coverage.

We have many great new features planned, from in-depth fashion and decor profiles, street-style photography, expert advice and how-to tutorials. But one of the most exciting new features we’ll be rolling out in the near future is the Style Council. I am personally calling upon the city’s top tastemakers and asking them for advice and inspiration that I can pass on to you.

For our premiere newsletter, I thought it would be fitting to feature the great fashion editorials we do here at Avenue. This November, photographer Colin Way, stylist Leah Van Loon, hair stylist Grace Loserro and makeup artist Teslin Ward, along with the Avenue team, pushed the creative envelop with “Linear Expression,” our take on modern fashion. Shot at the architecturally intriguing parkade at SAIT, this spread features fashion from Hermès, Hugo Boss, Marie Saint Pierre and local designers KaaDiki, Paul Hardy and Lauren Bagliore and local shops like Blu's and Ooh La La.

Below are a few behind-the-scenes photos by Jennifer Friesen, capturing what it takes to mount this scale of shoot.

Our Style Newsletter will all be great fun. Tell your friends, tell your family — tell anyone who will listen — to sign up today. And please, let’s start the conversation. Email me directly at rzayshley@redpointmedia.ca if you have any questions, comments, events that you’d like me to look into, store openings, fashion or home décor news, and anything else you’d like to run by me. I’m here to help spread the word.

All the best,

Ricky Zayshley

Makeup artist Teslin Ward experiments with pigment for our black-and-white shoot. Photograph by Jennifer Friesen.

Photographer Colin Way works quickly to utilize the constantly changing light. Photograph by Jennifer Friesen.

The team scutinizes each shot. Stylist Leah Van Loon looks for how the clothing is placed and the models' body positioning. Photograph by Jennifer Friesen.

Photographer Colin Way in action. Photograph by Jennifer Friesen.

The structural beauty of the SAIT parkade provided several great locations for our shoot. Photograph by Jennifer Friesen.

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