Simply visit SantanaRow.com to sign up and become a member.

Upon creating your account, visit the concierge at Santana Row to receive your Loyalty Rewards membership card.

Remember to save all your purchase receipts, and take them to the concierge who will then load the equivalent points onto your account. You can check your points online at any time. And, points NEVER expire.

The Concierge team is available Monday through Saturday, 10am-9pm and Sunday, 11am-7pm.

Shopping at Santana Row has never been so rewarding.

For more information, please visit: www.santanarow.com

Promotional Post by Sophia M. Papadopoulos

Helium Magazine recently sat down with Ms. Rinehart to talk about her experiences modeling and her favorite looks from the San Francisco Shirt Company.

Age: 25
Birthdate: February 7 (Aquarius)
Height: 5′11″
Ethnic Origin: Chinese/European
Hometown: San Jose, CA

Helium Magazine: Do you have a philosophy in life? What drives you to do modeling?

Aubrey Rinehart: I believe you need to live in the moment because life is a journey and not a destination. I think that’s what fashion is all about; looking and feeling exquisite today. When I realized that was my meaning of life, I understood that I had to be strong and go after what I wanted. I had to dare to stand out and be bold.

HM: How has working with Charleston Pierce influenced you?

AR: If there’s one man who knows how to stand out, it’s him. I really gained a lot from his walking classes and it was great working with him for San Francisco Chic Fashion Week which won Best Fashion Show of the year at the Bay Area Fashion Awards.

HM: How would you define your style in life?

AR: It really depends on my mood that day; something that blends with my personality and makes me stand out. There’s always something to be said for sophistication. I think being half Chinese and half European is really the inspiration behind that.

HM: What are you favorite looks and things to wear?

AR: I’ve had the luxury of wearing some of the best clothes in the Bay Area, but when I was modeling for the Santana Row Poolside Soiree last summer I got to see some of the looks coming to the San Francisco Shirt Company. They were intricate and sophisticated; they stood out above everything else in the show. I knew that when Helium told me I could choose what I wanted to wear for my profile shoot, it had to be new looks from their store.

PHOTOGRAPHY

Story & Photography by Matthew Mountford
Interview by Tyler Do
Styling by Renata Gar
Hair Styling by Jade Deveruturda from Umbrella Salon
Makeup by Marina Petrenko
Shoot Direction by Khiem Hoang

Special guest MC’s of the event will include personalities David Zhang and Alicia Zhao of NTDTV (New Tang Dynasty Television). Patrons will also enjoy performances by the Chiffon Fu Gu-Zheng Ensemble and three traditional Chinese New Year dances by students of the Fei Tian Academy of the Arts.

Santana Row’s own Sino Restaurant will hold traditional Chinese dish demonstrations at 1 pm and 3 pm. The notorious Dragon Dance, which represents wisdom, dignity, power and fertility, will also be performed.

For more information about this event, please visit www.santanarow.com

See you there.

Event post by Sophia M. Papadopoulos

Do you love to shop ‘til you drop? If so, then Santana Row’s “Black Friday” sale is where you need to be on Friday November 26, 2010. Various Santana Row shops and restaurants will be offering exclusive sales, tasty drinks and treats, and even some free samples. And, if you want to get your holiday shopping done early this year, then Santana Row is where you can get all your shopping needs met in one fell swoop.

For a list of participating shops and restaurants, please visit:

http://www.santanarow.com/files/black_friday_offers_1.pdf

Post by Sophia M. Papadopoulos

Thea Mediterranean

While taking a stroll to my first destination, Thea Mediterranean, for a special cocktail sampling and appetizers, the sounds of flamenco music played by Ray Soto permeated through the summer-like air. At each stop, laughing groups of friends, married couples, and young lovers were enjoying all the tasty treats each restaurant had to offer.

Some locations like Roux Louisiana Kitchen also offered entertainment. As guests sampled special wine and spirits, they were treated to live musical performances by the in-house band.

Village California Bistro

It was obvious that with each visit to a new eatery, patrons became happier and more enthused. This might have been accredited to the generous helpings of wine and spirits poured at each location. The opportunity to taste each restaurant’s featured appetizers was beneficial for the restaurants to advertise some of their delicacies. It was also a great way for patrons to sample foods that they normally may not have. And, if they liked what they tasted, they would surely have a reason to go back for more.

Sino

As the event was coming to a close, and after several helpings of refreshing cocktails and decadent hors d’ oeuvres, I made my way to my last stop—LB Steak. Although the previous restaurants I visited had sumptuous food offerings, in my opinion, LB Steak delivered, as they offered the best appetizers: a unique and clever snack creation of braised beef tator tots and fried mac and cheese balls. As others excitedly sampled these treats, it was clear that they would have agreed with my consensus.

Santana Stroll is a fun way to mix and mingle with friends, is perfect for a girls night out, and is an ideal first date excursion. Not only will you leave happier than when you arrived, but you will also experience all the finer things that Santana Row has to offer.

Make sure to visit santanarow.com for more information and tickets to next year’s Santana Stroll.

By Sophia M. Papadopoulos

For more information or to buy tickets, please visit:

http://www.santanarow.com/events/item/santana_stroll/

For highlights of Santana Stroll, please visit sjhelium.com later this month.

By Sophia M. Papadopoulos

Santana Row held its 6^th annual Fall Fashion Show in the Park this past weekend (Friday, September 10th and Saturday, September 11^th). The two-day event featured 17 Santana Row stores, along with shopping and styling events and private parties. Although it was a fall fashion show, the weather proved to be more like that of summer, as guests were dressed in their fun and flirty summer outfits.

Before the beginning of the show, guests enjoyed sumptuous hord’oeuvres provided by Blowfish Sushi and Maggianos, and a wine selection from Vintage Wine Bar. This year the show featured special guests, designer Donald J. Pliner and Project Runway season 7 runner-up, Jay Nicolas. Jay Nicolas mingled with the crowd and posed for pictures with fans before introducing the opening of the show. As a featured guest, it was only natural that Donald J. Pliner’s fall fashion line opened the show.

This year’s fall fashion trends can be summed up in three words: funky, preppy, and bold. Bold, bright-colored and funky accessories and shoes were the obvious trend of the season. Colorful handbags, belts, and shoes are the perfect accompaniment to be worn over or on top of dark, gray-toned or all black outfits.

Vintage-like skirts and dresses, and glittery cocktail dresses are also a must for all women’s closet collection this fall. To fend off the chilly weather, thigh-length jackets and pullovers are a classic fall staple. Preppy colors and mixed patterns and shapes are also in style this season.

Anew addition to this year’s fall line-up was Touleh Pet Boutique. Man’s best friend made his debut down the catwalk (oh, the irony), showing that pets, along with their owners, can also be fashionable.

The show came to a close with the preview of Priscilla of Boston’s ever-elegant and awe-inspiring wedding gowns. From classic a-line dresses to fairy-tale like princess gowns, the show ended happily-ever-after just like a love story.

After the show, guests were invited to make their way to Ted Baker for an after-party. There, guests were treated to martinis and mini-cupcakes. Jay Nicolas also made a special appearance and offered a personal meet-and-greet with the patrons.

Among all the fashion and glamour, there was an undertone of generous activity in play. The proceeds from this year’s show benefited four local Bay Area non-profit organizations: EHC LifeBuilders, The San Jose Silicon Valley Chamber of Commerce, the Junior League of San Jose, and the National Charity League.

As Silicon Valley’s own fashion Mecca, Santana Row’s fall fashion show was again a stylish event to remember.

Make sure to visit us for a review of Santana Row’s spring fashion show 2011.

Fashion show photos courtesy of Sophia M. Papadopoulos

The decadent staircase, the ambiance of the princess-esque backdrops, and the enchanting private dressing rooms overlooking Santana Row makes Priscilla of Boston’s castle in the sky the perfect setting and new home for Thread Social’s exclusive party dresses.

The soiree on Thursday celebrated Thread Social and Priscilla of Boston’s launch of a special line of occasion dresses which are being called “a tribute to all things fun and flirty.”  Thread Social’s exclusive for Priscilla of Boston’s 9-piece line pulls off the perfect compliment to Priscilla of Boston’s all-around wedding gowns and social dresses.

7 short styles spearheaded the collection, each diverse in its own way.  Styles ranged from stripes to solids and strapless to the seemingly popular one-shoulder design.  Gold polka dots on a black flutter sleeve dress proved to be the most diverse and were also a favorite for one of the designers, Melissa Akey, and Helium’s Fashion Director, Jennifer Giles.  Bows, ruffles, frayed ends, and tulle material all kept with the designers’ feminine and fashion-forward label, as seen throughout the collection.

Two long dresses also debuted, one made from silk cotton, designed with stripes and a halter décolletage, while the other from two-tone grey chiffon, waisted with a contrasting watermelon ridge-textured ribbon.  The tie-neck with detailed bow made this one my favorite (seen below).

Melissa Akey, one of the owners and designers of Thread Social was wearing her very own short black charmeuse sleeveless top dress with tulle-emphasized skirt.  She is pleased to report that what originally started off as string of bridesmaid dresses has grown into a remarkable extension of party dresses for any occasion.  In this collection, Melissa and her partner Beth Blake kept to their bridal wear roots by using organzas, charmeuses, and chiffons, but also managed to make ‘that perfect party dress’ by incorporating schemes of bows, ruffles and silhouettes.  Melissa emphasized that sexy doesn’t have to be blatantly revealing but a hint of it can go a long way.  Thread Social’s good-taste meets subtle-sexy dresses range from size 2-14 and are accurate to size, according to Melissa.

Every party has a host, and this one was no different, as personal image consultant Shadi Swenson harmonized as “The Hostess with the Mostest.” Bright, welcoming, and an obvious passion for what she does, Shadi refined the night wearing Social Thread’s new watermelon silk side shoulder dress festooned with pipe appliqué details, which she pulled off nicely, don’t you think?

The invitees dressed to the occasion and I could not help but feel exclusive.  Those who have been to Priscilla of Boston know how its breathtaking and pristine atmosphere can make you feel special.  The collaboration between Priscilla of Boston and Thread Social makes it possible so that now you don’t have to be a bride or in a wedding to enjoy a fairy-tale experience.

The special occasion dresses are available now in the Santana Row location of Priscilla of Boston and will extend to other locations in the fall.  Price ranges from $250-$450.

Review by Amanda Holst

Pictures by Renata Gar

Helium Magazine’s Sophia M. Papadopoulos sat down with Erandeny at the rooftop wine terrace Cielo in Hotel Valencia at Santana Row for an interview.

Helium: What does fashion mean to you?

Erandeny Torres Israde: To me fashion is a way of expression. It’s just something that you have inside of you that you can’t keep in. You get ideas and inspiration from different things and it just translates into a garment or a color, a print or a pattern; it’s just in your head bugging you until you actually sketch it and then make it. It’s really nice to see something that just starts from anything, like architecture, and then it becomes something that you can wear.

H: How/where did your interest in fashion arise from?

ETI: I’ve always had an interest in art and color. I’ve been drawing since I was little. My grandmother, she draws and paints and she’s really talented. My mom and my dad like to draw too, so I guess it got passed down from generation to generation. When I was little I remember making clothes for my Barbie dolls made out of play-dough. So I was always creative and would always like to draw. I also do makeup. Since I was little I would like to see the eye-shadow pallets with all the colors; it was something beautiful to me.

H: What materials/fabrics did you use to make your design?

ETI: My dress title is “Compassion in Action” and it’s made of jersey net; it’s a stretchy fabric. I designed it so that the model wearing it could be comfortable because she had to walk in it. And I wanted a 3 dimensional piece, so I made the faces on the dress out of cast bandages; the same thing they (doctors) use when you break your arm. It had to do with the Red Cross; they gave us a theme. So they told us to use the theme from a disaster and told us that we could use materials from the Red Cross. So I used the cast bandages and I made a papier-mâché first, for the faces, and then I put the cast over it and attached it. Now, I had to think of a way that it would work so that it wouldn’t be too heavy, that it would be comfortable, and that it would have the 3D effect that I wanted. So I made the masks separately and painted them with acrylic on the dress and on the 3D part. The bottom part is also made from the plaster, and I used gloves, thicker plastic gloves. I had to fit it to the mold. I had to do the fitting, the adjusting, and shaping of the masks so they wouldn’t look out of place on the body. I attached them by piercing holes around the masks and then hand-sewed them on the model and on the dress. The train has three layers made out of a veil-like material. The whole dress is white, and the acrylic paint and the art on it are different shades of gray.

H: What inspired you to make this design?

ETI: The theme for the wearable art contest was “being prepared for disaster,” so I was looking for inspiration to start my piece on the internet when I came across two pictures that where my inspiration.

The first one was the image of two men helping to carry a woman away from a collapsed building when the earthquake in Haiti had just happened. The debris and dust covering their hair and faces as strangers help each other…to me that represents unity in the midst of chaos and that is represented in the top front portion of my dress.

The second picture was of a rescue worker that days after the quake, when people where starting to lose hope of finding survivors, found a small child and rescued him from a collapsed building. Fatigued from the search but with a big smile on his face, he held this child between his arms and the child became a symbol of hope. This is represented on the front bottom portion of my dress.

The last part of my inspiration was the repeated element of hands in the pictures: hands that helped those in need; hands comforting those in distress; hands rescuing; hands healing hands, that put compassion in action. This is represented on the back bottom part of my piece.

H: How long did it take you to make the dress?

ETI: I’ve been working on the dress between school, work, and taking care of my son. I think it took about 40 hours. Now, the sewing part did not take too long, it was more the masks because it was a whole process in making the papier-mâché and putting the plaster on top and waiting for it to dry; sanding it, preparing it,  painting over it and fitting it to the model – readjusting, all that took longer.

H: What does your piece represent?

ETI: Compassion in action. Again, the inspiration came from those two photographs.

Erandeny accepting her award.

H: What collection pieces are you showing at the West Valley College Revival Fashion Show (WVCRFS)?

ETI: I’m putting out a line, I believe it’s about six dresses. They (dresses) are draped. I didn’t have a theme that I began with for this line. Usually I’ll have a theme-board where I’ll place images or something that inspires me on it, but this time I started out with the fabrics. I like the contrast of a really bright yellow with black, and the texture of the fabric I used was really crisp. I started draping and letting the fabric do what it wanted to do and then I went from there. I was just playing around with the fabrics on the manikin and with the different dress designs. I incorporate a fan-type look, different fans and a different translation of the fan in one specific dress.

H: Who are your favorite designers and why?

ETI: I don’t have any favorites. I like to see what other designers are doing through their creative process and what they have pondering in their minds. They can have something that grabs my attention; it can be something simple or something really complicated, but I don’t have a specific favorite. It may be a certain garment that I like out of their collection, a certain style, or the way they interpret something.

H: How would you describe your fashion style?

The Art to Wear competition of the American Red Cross for their Heroes Celebration.

ETI: It can arise from anything. I could be observing a flower and I start thinking, “how can this be translated into a garment?” or maybe the color, or the texture of it. I remember one time in school we had a project where we were supposed to use a vegetable or a fruit, and we had to interpret it. I chose an avocado. It was challenging, but I sliced it and photographed the different slices, and I came up with a dress where the slices were the bottom of the dress like a mermaid dress. And the texture, I found the perfect fabric and the colors – the rough texture of the outside, it was like a leathery material, and the bottom of the dress was satin and the color green was like that of the inside of the avocado. My designs vary. They would be for people who are not afraid of being different – they can step back from the classic look – they like something that is somewhat artistic and different, and that they would not be afraid to make a statement with it. My designs are for those who are more daring in their fashion tastes.

H: Who do you see wearing your designs and what demographic do you cater to?

ETI: I guess it’s more of an attitude. I can’t put it in an age group – it’s more of a personality. My designs are for people who want to be unique and who are not scared of wearing something different. My designs can come from inspiration from past decades or something futuristic. They are for people who are not afraid of wearing something different and being different.

H: What do you think is the most rewarding aspect of fashion design?

ETI: Just being able to express myself, just letting my imagination go, and have something that’s like a dream and the whole process of seeing it come to something real; something tangible. You start out thinking, “oh, I wonder if I can do this,” and then my mind starts going. It’s something really fun and relaxing at the same time. It’s exciting to see something and then start thinking of a concept – you know it’s possible, from something that’s just a thought and then it becomes something real.

Erandeny with model Alyssa wearing her inspirational design.

H: What is the most difficult aspect of fashion design?

ETI: I enjoy it (fashion design). Everything about it is just fun to me. It’s not difficult for me.

H: What advice would you give students who are aspiring to become fashion designers themselves?

ETI: It’s true that you reap what you sew, so just be yourself and know yourself and know that you don’t have to be whatever people want you to be. Or if they tell you that your designs don’t work, maybe that’s your style and that’s your essence, so just know who you are and know what you like and keep doing what you want to do. And if you work hard and you are persistent, your hard work will pay off. Do what you like and what’s really in your heart without letting yourself get influenced by things that are not really you.

H: What is your ultimate career goal in relation to fashion/fashion design?

ETI: As long as I can keep working on something that I love to do, it can be anything, as long as it has to do with being creative, using creativity, or being in a creative outlet. I would also like to put out a line. I do makeup as well, so it can be anything having to do with using a creative process.

Interview by Sophia M. Papadopoulos

Photos courtesy of Erandeny Torres Israde

Fashion making a splash

Santana Row held its 2^nd annual Summer Fashion Show and Poolside Soiree the weekend of May 1, 2010. The soiree was held at the Santana Row residential loft under the radiant California sun. As guests made their way past the red Ferrari and charcoal Maserati adorning the entry-way to the event, they were welcomed by various vendors who had their posh items on display. Guests were also treated to sumptuous hors d’ oeuvres from Santana Row-based restaurants, Thea and Yankee Pier, and were refreshed by Smart Water, Vitamin Water, and various wines from bay area vintners.

The ambiance was reflective of Beverly Hills living, with palm trees and white draperies swaying in the gentle breeze and the sunshine illuminating the catwalk. The atmosphere was so relaxed that I forgot that I was in the bustle of city life, and instead felt like I was on an exclusive resort on a Hawaiian Island. And with the weather being so warm, having the event poolside was appropriate and quite tempting.

This year’s show featured 20 well-known designers. Some of the bigger names in fashion included the ever-present Anne Fontaine, newcomers to the Row, Franco Uomo, Vera Bradley, Pink Stripes, Priscilla of Boston, and many more.

While making my way to my seat, I could not help but notice how stylish guests of the show were dressed. A few of them could have easily been a part of the fashion show itself.

The show promptly began with Anne Fontaine’s creations, as her signature ruffled white tops and black pencil skirts were modeled down the runway. Modes by Franco Uomo, Anthropologie, and the remaining posh designers followed.

Summer Trends 2010

This summer’s trends include:

• Both long and short floral and multi-patterned summer dresses.
• Silk and satin summer dresses.
• Form-fitting mini and thigh-high dresses.
• Off shoulder one-piece dresses.
• Short shorts.
• Dark and white denim, and white linen capris.

Color:

Popular colors of this season include: the always classy and chic black; black and white combinations; bright colors like orange and yellow; purple; and pastels like baby-pink, baby-blue, and green. Gray, turquoise, royal blue, taupe, wine red, teal, and metallic gold and silver are some of the elite colors that will surely make a bold statement this summer.

Patterns/Designs:

Checker patterns, black and white stripes, floral, and paisley were the designs of choice.

Women’s fashion

Dresses/Skirts:

Classic black pencil skirt; one piece off shoulder mini black dress; silk, cotton, and ruffled-top strap dress; multi-colored and patterned dresses; tie-dyed form-fitting ruffled mini-skirt one piece dress; short and long multi-patterned and floral patterned summer dresses; short and long flowy chiffon dresses; and halter top dresses.

Accessories:

Ruffled handbags; black, oatmeal, and red and white belts; floral print bags; paisley and rhinestone-studded clutches made out of metallic-colored leather; big black cargo style purses; fedora hats; bronze, gold, and silver buckle belts; white tassel leather handbags; red, orange, and brown leather purses; big hair bows; hoop earrings of any size; feather earrings, gold and silver bangle bracelets; charm necklaces; floppy straw summer hats; multi-color silk scarves; and jewel or diamond-studded chokers for a formal look.

Shoes:

Gladiator-style sandals; black, silver, and gold stiletto heels; open-toed leather heels; wedge platforms; flip-flops; both fat and thin ankle-strap heels; and white leather ballerina flats.

Stockings/Shorts/Pants:

Dark denim Capri shorts; multi-color short shorts; white, dark, and gray denim skinny jeans; white stretch cotton skinny jeans; parachute pants; bright-color leggings; and white linen Capris.

Men’s fashion

Although the women’s fashions made a splash among the onlookers, the men’s fashions had a wide variety of looks that would surely catch the eye of the female persuasion. Much of the men’s fashions were also quite similar to the textures, colors, and styles of the women’s fashions. Ladies, if you are looking for a way to make your man shine, the following looks will surely make your man sizzle with sexiness this summer. And guys, if you are still looking for that special someone, these looks will definitely grab the ladies’ attention.

Shorts/Pants:

Relaxed fit faded jeans; dark denim form-fitting jeans; sporty or knee-length trouser shorts; fitted faded jeans; and white cotton sports pants.

Casual/Dress-Shirts/Jackets:

White linen shirt; baby-pink, baby-blue, and purple dress-shirt under an all gray or all black suit; short-sleeve dress-shirt over a casual shirt; white v-neck shirt; black suede jacket over a white dress-shirt; Hawaiian-inspired short sleeve shirt over a casual orange undershirt; and polo shirt.

Shoes:

Flip-flops; pointy-toed black or brown shiny leather shoes; gray or light blue suede or leather oxford shoes.

Accessories:

Shoulder briefcase; dark shades of your choice; fedora hat.

For a more formal look – silk, paisley dress-shirt, black and white striped silk shirt, or dark gray dress-shirt with form fitting dark denim jeans, fedora hat, cool shades, pointy toed black or brown shiny leather shoes, and a contrasting color tie. Or, a gray metallic one-piece suit with striped dress-shirt and shiny black patent leather dress-shoes.

A fashion fairytale ending

The show came to a conclusion with a fairytale-like ending, as Priscilla of Boston made her Santana Row debut. There were many traditional wedding dresses with the classic ruffled bottom, simple lines, and overall elegant presence, but there were a few bold designs that gave the bride the option of being sultry and sexy. The two dresses that stood out the most were the strapless mini-skirt wedding dress with ruffled floral-like accents placed across the chest, and the long strapless diamond-encrusted wedding dress with the diamond-encrusted choker. Both dresses were quite risqué.

This summer will surely be known as the summer of fun, flowy, and sexy.

Photography courtesy of Sophia M. Papadopoulos