We’re getting sick of this cold weather. Is it Spring yet? Not quite – but we’re prepping here at YMI. We just shot our Spring ad campaign and it was so much fun! We’re not quite ready to unveil the full campaign yet but here’s some behind-the-scenes shots and the scoop on what went down.
We shot at the Edison. If you’re ever in southern California, you need to go there –they have some of the coolest lighting fixtures you’ll ever see! It’s an amazing lounge/restaurant these days, but the Edison used to be a power plant. The owner told us that when he first bought the property, it was flooded with several feet of water from the LA River. You’d never know these days.
After exploring the Edison’s interior and taking some artsy pics, we took our model Jenna to the roof of the Million Dollar Hotel. She’s such a trouper and she looks amazing no matter what jeans we put her and no matter where we shoot her. It was really cold and windy on the roof but we had to get the perfect shot.
Here’s what Jenna had to say about the experience:
“All I could think when I climbed up on that freezing rooftop and saw where we were shooting was that this was for sure the shot. There was a point when we were on the roof where I was so cold that between every few frames the crew was gracious enough to wrap me in a coat!” - Jenna Gallaher
Go Jenna go! Not only was it windy, but it was pretty high up. Jenna was laying right by the edge which was pretty scary… ok REALLY scary! Lucky for us, daredevil Jenna is a total pro.
We had such great time and the shots look amazing. We can’t wait to share them all with you and introduce you to the new spring line. Stay tuned!
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Last night the world celebrated Fashion’s Night Out. Over 700 stores including flagships, tiny boutiques, massive department stores, and mainstream chains, and niche luxury names kept their doors open late to celebrate fashion. Several cities around the globe participated in the event including London, Milan, Paris, and of course, NYC! The YMI bloggers gallivanted around the Big Apple’s celebration all night long. We stopped off at several locations including Versace, Ralph Lauren and Cynthia Rowley! Check out some of the photos we snapped while at the star-studded event.
Musical artist Ciara showed off her gold strapless dress while posing for the cameras and signing autographs.
Greg Krelenstein and Leigh Lezark of The Misshapes were spinning tunes all night.
Supermodel, Hana Soukupova looked amazing in her rocker-esque dress.
Live models stood perfectly still in the hottest fashions.
Gossip Girl and style maven, Blake Lively, popped into Ralph Lauren just for a minute.
Actress Camilla Belle and Polo hunk, Nacho Figueras paused for a photo opp.
The crowds raged all night long!
All in all, it was a great night. FNO09 all the way baby!! Did you make it out to Fashion’s Night Out?
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We love a good party, especially when celebrities are involved. The other night, we celebrated the launch of Nylon Magazine’s annual Fall TV issue at the Sky Bar in the Mondrian Hotel. (Apparently we can’t get enough Mondrian in our lives!)
We hung out with some cool people…
Ya know, no big whoop. Just the cast True Blood, Entourage, The Hills and 90210. Of course, the party wouldn’t be complete without our awesome jeans. We were giving them away to our favorite peeps, and it was no surprise that most of the ladies went for the destroyed dark wash skinny jeans. There were some other favorites too.
Want to look like the stars? Head to our shop to get your hands on the most popular jeans from the party.
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