It seems like “viral” videos are à la mode these days. It’s no surprise to see Gucci play on the field by releasing its own new promo package. As usual Gucci is thinking BIG. The iconic Italian Fashion house has launched a couple of days ago (it took me a while to sort through my emails) a video trailer of their full-length short-film for the new fragrance Gucci Guilty. But it’s not like any another film, starring actors Evan Rachel Wood and Chris Evans, the film was directed by Frank Miller, the man behind “Sin City” and “The Spirit.” The trailer captures Frank Miller’s unique aesthetic for film noir-style comic but does not tell much about the story. Only we can see Evan Rachel Wood spitting fire out of her sports car in a Batman-like city, then meeting Chris Evans at a bar before both spending an intense night (we can only imagine). Because I actually have not had the chance to smell the fragrance, only I can tell you the scent of defiance and passion of this new fragrance for women will unleash the Daredevil in you.

The good news is the short-film will be launched for its World Premiere at the MTV Video Music Awards on Sept. 12th and then everywhere on TV. And you can also immediately go on the Gucci Facebook page to enter a competition to get a chance to win free tickets to the event itself.

Liya Kebede and Raquel Zimmermann photographed by Patrick Demarchelier.

Fashion’s Night Out is one good reason to shop for something good. Like it is said on the website, the countdown has started and you have 24 days left to hyperventilate while planning your night of ping-pong’ing from stores to stores shopping, mingling and sipping Champagne with “petits-fours” with models and designers among others. For its second year, Anna Wintour is doing things grandiose, but actually she did not have much to do this year. The brainchild was so successful last year that almost a thousand (just in New York) retailers and brands have already joined the wagon.

So now the ultimate question is where to be on September 10th from 6pm to 11pm? But going through the 51 pages of events may already give you a headache. To make you happy, I’ve been doing some research and made my chess plan for the night. I can’t promise it, but with this plan you will have the most chance to get closer to your favorite stars and go where the parties and events are hot, but not without having to fight to get a good spot. Anyway, bring friends, as we like to say: the more the merrier.

Rag & Bone and 3.1 Phillip Lim teamed up to co-host a block party with booze and food to give you enough energy for the night. Stop by 119 Mercer St. to see live DJ performers and meet the designers Phillip Lim, Marcus Wainwright and David Neville who will give a presentation of their Fall collection. Makeovers will be offered as well for the lucky ones.

Helmut Lang also is having his own block party outside his store on Washington Street. Harley Viera Newton will bring music for the night, photographer-blogger Cobrasnake and cool activities with uber-prizes are expected. Don’t miss the cocktails served by Death & Company for the second round.

Nicolas Ghesquière will be at his Balenciaga store on 542 W 22nd St. to present his limited edition Cindy Sherman Untitled (Balenciaga) Series. Don’t miss model Karen Elson who will be performing her album “The Ghost Who Walks” at 9pm.

Shop at Ferragamo for a good cause and design your own Salvatore Ferragamo bag with models and guests such as Elettra Weidemann, Alek Wek, Caroline Winberg, Ashley Wick and Arden Wohl. For the occasion, Massimiliano Giornetti will present his first women’s collection with the launch of the highly anticipated W bag that you will be able to customize (if you are not afraid to burn your retirement plan).

Barney’s will be the “plat de résistance” of your night. A troop of superstars such as Mary-Kate and Ashley Olsen, Daphne Guinness, Julie Gilhart, Simon Doonan, the designers of Proenza Schouler, Isabel and Ruben Toledo, the Mulleavy sisters of Rodarte, Alexander Wang and many more will be in the superstore on 660 Madison Ave. Expect a huge crowd for a long night of shopping and marathon in the escalators. It’s time to work out your nudge.

Armani will host supermodel Bar Refaeli who will give you her best advices to be strike a pose and walk like her. Don’t miss your camera, you will want to tag yourself next to Bar on Facebook.

Opening Ceremony will organize a flea market with a Parisian flair in the lobby of the Ace Hotel. The designers of OC will also be presenting their new Fall/Winter collection. The sale includes garments from Agnès B., Alexander Wang, Band of Outsiders, Deyrolle, Joseph Altuzarra, Keds, Ladurée, Patrik Ervell, Proenza Schouler, Rodarte, and more.

If your feet hurt or feel the need of taking a break. Go to the Adidas store on 610 Broadway to attend a yoga class with Elena Brower. Go early to get the chance to get in and you will be covered with gifts.

And if you really don’t feel like going out or you have a good excuse to miss it. CBS will air an hour-long documentary on Sept. 14th at 10 pm to talk about the making of Fashion’s Night Out and its impact on the current industry.

Most importantly, do not forget that Fashion’s Night Out is a night to shop for a good cause, so get your tee shirt and forty percent of the proceeds will benefit The New York City AIDS Fund. Where to find it?

God Bless Anna Wintour!

Melissa Coker rocks at making the nerdy look even cooler than a hipster. Wren Fall’s collection will make you want to revive your prep years with some uniform-inspired jackets, typical librarian cardigan or slouchy pants with sprayed-over paint the artsy girls.

The collection is ecclectic with various structures, patterns and color combinations. Some of the clothes could definitely work for both day and night wear. The cropped leopard jacket and navy cape are already a hit. And if you can pull off these socks like the models, you will be the it-girl in class. This A/W 10 collection is surely a great development from last year’s, more mature and a solid harmony in the styling. I hate to say that, but this line is ready for the mainstream.

Model: Tiernan Cowling - Photographer: Mark Hunter, the Cobrasnake

Difficult to not fall in love with LA and Australian model, recently engaged to DJ Steve Aoki, Tiernan Cowling. Shot in the streets of LA by the mischievous photographer Mark the Cobrasnake on a sightseeing tour ride from Hollywood boulevard to an In-N-Out’s drive-in. As usual, Wildfox gives us thrills in the back with a playful and light-hearted lookbook for their Holiday/Resort 2010 collection. Ok… probably, only in LA you can wear mini-shorts and cropped sweaters; after all it’s a collection true to its nature and success. With a fresh inspiration from the 80’s and 90’s, Kimberley Gordon does a great job of putting together a line that will keep your winter warm and fabulous.

This Australian-based brand with a Japanese name has seen joys and tears over the past years. When becoming one of the hottest denim brand alongside with Acne, Ksubi designers George Gorrow, Dan Single, Paul Wilson, and Oscar Wright did not expect voluntarily filing for bankruptcy in an attempt to revamp the company’s management and find the right business model. Despite the bad financial situation, the designers/surfers decided to continue to “let the good times roll” for their 10th anniversary collection.

And there is no doubt the brand wants its “cool” status back with a new line obviously inspired by the biker-chic meets the Australian surfer. Denim is obviously a big part of the collection while leather vests over unbuttoned shirts and cropped denim shorts are serving the grungy aesthetic. Black sheer tops and floral prints add a layer of good girl gone wild. Let’s hope the new line called “Successful Business” will be their turning point to a new decade.

Americana collection by Dannijo

Since last year, edgy and big accessories were all out and about across the different fashion trends. The parade is far from vanishing once you stumble upon Dannijo’s treasure chest. The NYC-based brand, founded by the sisters Danielle and Jodie Snyder, create stylish yet effortlessly cool “slash” chic “slash” edgy “slash” eclectic accessories. Even the celebrities are rushing to get these on-the-budget jewelries handmade with love in New York. Studded or spiked, these accessories have a rocker-chic touch that will complement any of your frocks or distressed tees as long as it comes with the right attitude. One last advice, the more the better.

Boho collection

The wild girls of LA-based clothing brand Wildfox are back with a trashy-college-girls-gone-wild editorial shot by Marc The Cobrasnake, and featuring models Tallulah Morton and Erika Braukis. Wearing denim cut-offs, cropped sexy tops and a good selection of infamous sexy cutout pieces, this is the hottest editorial reenacting a sexy Spring Break weekend you’ll only dream in your craziest fantasy. As usual, what I appreciate the most from any Wildfox photoshoots are that sexy rockstar attitude and vintage atmostphere that come blended into the clothes and its perfect casting. I think if you want to bring a bit of sexiness into your closet, Wildfox is the right choice and Cobrasnake’s grand’pa won’t disagree (the photoshoot was done in his house).

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The least I expect from Lonely Hearts is the unexpected. Throughout their several collections, designers Aimee McFarlane and Helene Morris have shown very unusual themes from the grungy collection Brains for Dinner to the very sensual and romantic Lonely lingerie collections. No wonder this New-Zealand label is getting an increasing notoriety. They have an unique talent of making fresh and exciting clothes using subtle yet sophisticated designs to transform each girl into the coolest girl in town. All their pieces are made to be separated then effortlessly put together following your mood of the day.

This Fall/Winter collection is highly inspired by the schoolgirl preppy look through Lonely Hearts’ vision. The classic skirts and jackets or cardigans are revisited to add an edgy and bohemian look. The mix and play of printed wool sweaters and pleated skirts high above the waist, sheer black skirts and the sexy & classy possum fur jacket were my highlights. Seeing through the clothes and adding unexpected prints were a big statement in this collection. The choice of fabrics and colors injects a tiny bit of luxurious (and provocative) attitude for a brand that seemed to me be speaking to hipsters. If there is a brand I heart right now, it’s definitely Lonely Hearts.

A post about this intimate label from kiwi-land has been sitting on my desk for so long among many other designer labels I must have you discover! Not only Lonely Hearts has a witty name, the designers behind the label know how to create a playful yet extremely feminine and intimate lingerie line. Using boudoir-inspired fabrics such as silk, chiffons, satin, lace, velvet, cute trims and leather inserts, the collection reminds immediately 19th century underwears. Half-cup bras and bandage bras take cues from vintage corsets whereas the soft-cups are 70’s inspired to add a more modern and natural look for less sophisticated girls.

Sexy and youthful, Lonely Hearts is transforming our nerdy girl into a Lolita. Wearable under your clothes, these pieces can live in separates and be exposed for the most adventurous ones.

Lonely Hearts does not only do dreamy lingerie, they’ve just released a new collection “What is your damage?” of vintage pop-chic clothes that only look amazing. As usual, it’s always my pleasure to invite you to watch their video on their new website.

One of my favorite Swedish brand, Tiger of Sweden, has been around for long enough to perfect the men’s suit and tailoring into fashionable and affordable streetwear clothes for men and women. The Spring/Summer collection is the perfection of elegant juxtapositions of surprising colors and prints. Any Tiger of Sweden items look sharp incorporating modern/minimal shapes and a rock’n'roll twist. The collection is largely dominated with blue hues for men and red for women. I love stripes and I am pretty excited to see a come back in a fashionably manner on the men’s collection. The styling in the ad campaign shot by Oscar Spendrup is quite excellent. I think the white trouser and double-button jacket, with striped shirt underneath is a classic yet really elegant ensemble. In the collection for women, I see a lot of printed separate outfits including shiny sleek fabrics. Specially like the sexy floral printed dress above and the mini-short suits. Definitely a great line for the dapper guy and an elegant jet-set woman.

You can watch the full lookbook of Tiger of Sweden S/S 2010 on their flickr.