Three models, three venues, three stylists, three totally different photo shoots – what was hMAG thinking when we planned our first ever fashion issue? Well, we were thinking that in fashion, taking risks usually pays off… and we were right. Channeling trends from the fall 2010 ready-to-wear runway shows with models AND clothes from right here in Hoboken, hMAG proved that high fashion can live in the Mile Square.

Via hmag.com, dozens of Hoboken women competed for the chance to be in a fashion photo shoot with photographer River Clark and grace the cover of our glossy magazine. Eventually the candidates were narrowed down to a lucky three: Amanda Sivo-Jervis, Karla Pinillos De Epstein and Victoria Michelotti.

With considerable help from friends and advertisers, hMAG’s team of stylists (author Melissa Melms and fellow staffer Kathleen Frazier) began hitting the local boutiques and found three separate looks to mimic the hottest fall trends – mod/bold, feminine and grunge. Hoboken salons Hair Cult (1124 Washington St.), Rebellations (44 Hudson Place, 2nd Floor) and TONI&GUY (1125 Maxwell Lane) came on board to serve as hair and make-up connoisseurs for each of our models. On Saturday, July 31, style swept the town as our three finalists played “Hoboken’s Next Top Model”.

Contestant #1: Amanda Sivo-Jervis

“Modeling at the hMAG shoot was nerve racking. I wanted it to be perfect; I wanted to represent Hobokenites out there.” Amanda Sivo-Jervis, a Hoboken native and self-described individualist when it comes to fashion, participated in the first photo shoot of the day at Teak on the Hudson (16 Hudson Place). Styled by Laurie Michelson for Hair Cult, Sivo-Jervis underwent one of the most dramatic makeovers out of the three girls, going from blonde to brunette with short, edgy bangs.

“My makeover was SHOCKING! Going from platinum blonde to brown felt like black to me,” Sivo-Jervis confessed. “After the initial shock of it all, I decided to embrace it and accept the change; change is good… Not every Hobokenite gets this chance!”

Drawing inspiration from fall runway shows like L.A.M.B and Marchesa, which showcased body-hugging dresses, tights and thigh-high boots, drama, clean lines and jewel tones were key for the Teak photo shoot. To match her bold new look, Sivo-Jervis rocked a rich blue jersey dress from uptown's trendy boutique, Toots & Tallie (1006 Washington St.), cinched with a black elastic belt from American Apparel, and faux-leather leggings to really make a statement. The look would not have been complete without a major fall staple: thigh-high leather boots from Via Mode (404 Washington St.), a must-stop Hoboken shop for footwear.

With our model atop Teak’s impressive bar, colorful fish swimming in the background, lit candles in a row and peaceful Buddha statues flanking the scene, photographer River Clark captured some truly gorgeous photos of the new brunette… and the contest to find hMAG’s first “real” cover model was on!

Contestant #2: Karla Pinillos De Epstein

Fast-forward two hours (yes, each shoot only took two hours!) to the serene Lana Lounge (92 River Street) for shoot number two, featuring Karla Pinillos De Epstein wearing a feminine and romantic look. Karla, who dresses “fashionably sexy with an edge” on a daily basis, encapsulated a sweeter, more whimsical look for the day. With a pale pink satin skirt and long, statement-making rhinestone necklace from Revival Vintage (600 Park Ave. – go check out the treasures hidden there!), white lace top, fishnets and light sky blue socks from American Apparel, and cream strappy heels from Via Mode, Karla exuded dreaminess.

“What girl doesn't like to play dress-up and get all made up?” And dressed up Karla was – mimicking the fall runways of Chanel, which showed faux fur (yes ladies, FAUX fur is in this season!) as well as elaborate and feminine details. Karla’s look also played off Dries Van Noten’s fall collection with shapes from the 1950’s-60s, and especially Marc Jacobs, who truly captured a ladylike spirit with sheer dresses and ankle socks with flirty shoes.

Topping off Karla’s coquettish appearance were the hair and make-up stylings of Rebellations, who used Clara Bow as an inspiration for Karla’s impressive updo of hair, flowers and make-up.
Tatiana Petersen, Rebellations owner, explained, “Clara Bow was the very first 'it' girl of the silver screen... Her look was known for the arch of the eyebrow, heart-shaped lips and shorter hair. We made it modern with an updo typical of the time and added flowers made of hair and a heart placed on our model’s cheek.”
To make Karla’s look work for you this fall, play up curves and femininity with over-the-top embellishments like faux fur, velvet, feathers and lace. Sure, sitting on a bar surrounded by flowers and sipping a martini doesn’t hurt either.

Contestant #3: Victoria Michelloti

With two photo shoots down and our models turning up the heat, the crew headed to all-white club, Room 84 (84 Washington St.), for the final shoot of the day starring Victoria Michelloti. Victoria, originally a Florida girl, traded in her “conservative to bohemian” wardrobe for a grungier look.

Decked out in tights, lacey nude briefs and a torn white tank from American Apparel, a dark velvet jacket from the 1860’s that Elie Tahari used as an inspiration piece (provided by Revival Vintage), and worn-in biker boots from an hMAG intern, Victoria truly transformed into an edgy diva.

“I would describe my hMAG cover makeover as rocker grunge - less Courtney Love and more Kate Moss- very heroin chic, but in a good way.” TONI&GUY gave our model her “signature look” with unkempt, teased hair, smoky, smoldering eyes and pale skin to encapsulate a gothic, rock feel. “To get Victoria’s new do for the shoot we utilized shine on top of matte for a lived-in feel. Victoria’s eyes were the source of interest in the make-up application, working with smoky tones to create drama,” explained Whitney Blischke, TONI&GUY salon education director.

Michelloti’s rock-grunge makeover was reminiscent of Badgley Mischka’s fall runway full of dark metallics, Bottega Veneta’s powerful leather numbers and Dolce & Gabbana’s dark, lace and lingerie-inspired collection. This fall, slip back into your dark clothes, lace-up boots and exotic skins to channel your inner wild child, sex kitten, or ‘90s beautiful mess.

Drumroll Please…

After completing three totally different photo shoots with three talented – and uniquely beautiful – Hoboken women, the time came to pick the model that would grace hMAG’s fashion cover. Through a voting system by our panel of judges… Victoria Michelloti was chosen as the winner. Guess third time (or third photo shoot) really is a charm! Michelloti, a 5’10” beauty, truly played the part as a grungy club-goer at Room 84 and exuded the high fashion vibe we wanted for our fall cover.

Square Mile Style

Like other lifestyle magazines and women’s publications, hMAG thought we would follow suit and make our September issue "fall-fashion-focused." But in the process we saw the importance of realizing Hoboken’s own unique fashion sense.

“Hoboken fashion is very cosmopolitan but with a down-to-earth attitude about it - not quite as flashy as what you'll see on the other side of the Hudson but equally as chic,” explains Michelloti, who understands the style of the square mile. Step away from the bar scene and explore the not-so-talked-about fashion scene. Uncover your inner fashionista and take advantage of all that this town has to offer (and look your best doing it).

As model Karla Pinillos De Epstein says, “girls should embrace their bodies and take more risks when it comes to fashion. There are no ugly girls!” With figure- flattering clothes and makeup to enhance best features, fashion and beauty can thrive.

“I couldn't imagine living anywhere else in the world. We should celebrate Hoboken as much as we can!” If born and bred Hobokenite, Amanda Sivo-Jervis, thinks Hoboken is THE place to live and celebrate fashion, we better listen to the expert!