New York Photo Recap

I come out to New York at least twice a year, coinciding with Fashion Week. I come here to attend the blogger conferences (IFBcon, Lucky FABB) that happen right before Fashion Week, take meetings and occasionally attend a NYFW show or two. My readers have never responded much to Fashion Week recaps, so it's not a huge deal for me to cover them. 

They do, however, respond to my perspective on personal style, inspiration, and local culture. So that's the main reason I like to come out to NYC. Here's a photo diary of restaurants we tried, time spent with phenomenal friends, and a healthy dose of networking and shopping worked in :) 

This is how I do NYC!

There is nothing like catching up with friends you consider family. I spent most of my week with AlixRose & David. We got some work done (here atWeWork Labs coworking space) and some play too!

Feelin' on top of the world! At the Top of the Standard for Poshmark's happy hour.

So many new Poshmarker friends! (L) with Jessica of Domesticated Me & Naty of A Love Affair with Fashion

I love Maria of Poshmark & Kitties + Couture! Alix and I had fun dressing up at the Bollare showroom with Maria and Paulina :)

A sneak peek of our dress-up fun at Bollare! Haute Hippie & Marchesa

Planning some awesomeness with Gilt Groupe!

Nemo didn't ruin any of our fun!

Hanging out in Williamsburg and losing our minds thrifting at Beacon's Closet

Took a small break from the Resolution Challenge. Clockwise from top left: Totto Ramen, Banana Nutella crepe & mimosa at Station in Williamsburg; Maison Laduree macarons; the Nelly bathroom at VYNL (where I had the 'Beyonce' drink :))

An NYC must for me! Brooklyn Flea with my girls and David rounded out a wonderful Sunday.

Jordana of Clutch 22 was our lovely hostess!

IFB Conference Photo Diary

The Independent Fashion Bloggers (IFB) team put on another great conference last week, kicking off New York Fashion Week at the Altman Building in Chelsea. IFBcon is a great anchor for my week-long Fashion Week visits to NYC for so many reasons. It's a way for me to support IFB in one more way, giving thanks for the invaluable resource they provide us with this community. 

I always meet new amazing bloggers, catch up with other blogging friends and discover new fashion startups or up-and-coming bloggers when I attend. IFBcon's content is great if you are a casual or beginning blogger, with a variety of topics ranging from affiliate marketing, the future of blogging, social media and the business of blogging as a career.

Day 1 outfit: Crooks & Castles varsity jacket (similar) / Madewell Heartstripe sweater / Zara corduroy trousers & boots / Barney's Co-op collared sleeveless blouse

Seattle in full effect at IFB! Andrea of SkinnyPurseAlixRose and Sydney of Sydney Loves Fashion

Blogger bestie Alix and I had so much fun in the Alex & Ani photo booth :)

I was so excited to meet one of my favorite bloggers in the game! Rachel Seville of Pizza Rulez & Four Pins

With my NYC blogger bestie Vintage Vandalizm; the lovely Poshmark girls and Jennine, founder of IFB

More fun in the photobooth

Oh hey Tyson Beckford!

Day 2 outfit: Thrifted ASOS romper (similar) / Uniqlo Heat-Tech tights (fleece tights were a must this week! Similar here) / Zara boots

Couldn't resist :)

Bellevue Fashion Week Recap

Last week, the Pacific Northwest had its own turn at Fashion Week at the Bellevue Collection. I know there are others in the are, but Bellevue Fashion Week is the most established and most cohesive string of events I know of. Hosted each year at the Hyatt Bellevue by Kemper Freeman, BFW brings together some of Seattle and the Eastside's fashion fans for a few nights of fall trends, wine and shopping fun. I love that everyone steps it up for Bellevue Fashion Week. This was my first time at BFW, and I really enjoyed it!

These are some of my favorite shots from each of the shows, and video of the Nordstrom Runway Show benefiting the Detlef Schrempf Foundation. 

Posh Party featuring fall trends

Special thanks to Nordstrom and Engstrom PR!

Fresh Style in NYC

Snaps of my outfits while in NYC. Shouts to Mollie for taking these! 

With Mollie & Michelle (Amuse Bouche) outside Chelsea Market

Climbing the steps up to the Highline

Illin' in Soho

H&M denim shirt / Vintage crossbody bag & sunnies / Necklace & speckled denim from Moksha / Steve Madden boots

At the tents!

Uniqlo J+ kimono down coat / H&M colored denim / Zara booties

Had a blast with Mollie!

Rebecca Minkoff F/W '12 Runway Show

I had the privilege of catching the Rebecca Minkoff fall/winter '12 runway show thanks to Mollie of MollieInSeattle. Theophilus London performed briefly before the models took the stage in beautiful leather, metallic, sherbet tones and geometric prints. I'm not sure there was a bag in this collection worthy of taking the Morning After's place as "It Bag", but there were a few cute accessories in the mix.

Check out some of my favorite looks from the show, then my video of the final walk (all photos via

Erin Fetherston F/W '12 Presentation at Milk Studios

I had the pleasure of attending Erin Fetherston's F/W 2012 presentation at Milk Studios last night. Ms. Fetherston's collection is packed with tons of chiffon, berry tones, brocade and lovely, flattering lines. These are perfect for every occasion from a night out on the town to a fancy gala. The presentation attracted a beautiful crowd of celebrities, industry professionals and bloggers alike.

Enjoy the pics!

IFB Conference Feb 2012 - Recap

The February 2012  IFB conference was the perfect way to kick off New York Fashion Week! This was my third time attending and my first as a speaker, moderating the "Media Goes Mobile" panel.

The audience was full of fresh faces and judging by the #IFBcon tweets, they had a great time and learned a lot from all of the speakers!

I hadn't really considered myself a "veteran" blogger - in fact, I still don't since I have a lot to learn and do! However, it was really fulfilling to be onstage sharing information and advice on social media and blogging.

Milk Studios was absolutely PACKED to the walls for each panel, so my pictures are mostly backstage. Enjoy!

Vintage plaid cape, bib necklace, belt & clutch from Sustalux; bracelets from Moksha, Sustalux & Urban Xchange

The panel! Karen Moon (StyleMusee), Macala Wright (Fashionably Marketing Me), Tom & Lorenzo, Bryan Boy & Aliza Licht (DKNY PR Girl)

H&M sleeveless top w/back cutout; vintage belt from Sustalux

With Jennine Jacob, founder of IFB

With Karen Moon & Bryan Boy

With Aliza Licht in our capes

With Macala & Aliza before our panel

Tom & Lorenzo

Met one of my favorite bloggers, Vintage Vandalizm!

Another fabulous panel


Guest of a Guest has their conference photos up already. Check them out!

I am in town for the rest of the week catching a few shows and catching up with some great friends. Tweet at me if you're around! @JessEstrada

The Freshest Posts of 2011

The holidays are times for family, food, fun and love. It's also a great time of reflection, and for me, 2011 has been definitely been a ride. While it's easy to describe it as a roller coaster, I don't want to call them "ups and downs." Instead, my experiences this year are all lessons learned and opportunities to grow.

Inspired by the recent Independent Fashion BloggersProject of the Week, this post features ten of my favorite posts from this past year. It was a trip down not-too-distant memory lane, but also a way to start reflecting on my life as it was in 2011.

Like to hear it? Here it goes... (in chronological order)

Exploring NYC

1) IFB Evolving Influence: What I Learned

They say that if you feel you're the smartest one in the room, it's time to find a different room. Part of a series of posts highlighting my trip to NYC in February for Fashion Week, this one recapped the amazing sessions at the IFB Evolving Influence conference. Milk Studios was that room for me - being there and hearing from the likes of everyone from Yuli ZivJennine Jacob and the gentlemen behind Proenza Schouler showed me that I have so much to learn as a blogger. Though I always stress that I categorize myself as a Seattle lifestyle blogger and not strictly a fashion blogger, style is definitely a huge part of my blog. IFB has been so helpful in being a peer-to-peer knowledge base and sounding board for thousands of bloggers like me.

2) Mamas & Meatballs Make My World Go 'Round

As I chose these posts, it became clear to me that the personal ones - the glimpses into the inner workings of my life - are the ones that would make it in this top ten. 'Mamas & Meatballs' was written on Mother's Day, thanking my mother for always being there for me, and thanking my dearly departed bulldog baby, Meatball for giving me life. They are my everything.

3) Coolin' at Coachella

2011 was my first time at the annual festival, and I loved it! This post brought back countless memories of a couple of weeks in L.A. with the love of my life, capped off with a trip to the desert with my awesome Anisa Leyla to meet up with Andy Fortson and friends for an amazing weekend filled with music, art and the most gorgeous and stylish people I've ever seen in my life. One of my favorite trips of all time.

At my photoshoot for #8

4) Showing Up for Life - Bill Gates Sr.

I traveled a lot in the first half of this year and though I don't regret any of it, I barely did anything to nourish myself. Too much indulging and toxic people. No working out, reading, writing, eating that well or blogging. Come summer, I decided this needed to change immediately. I turned to a book I'd read before, by one of my heroes, Bill Gates Sr. Showing Up for Life is a quick read on exactly that - showing up. One of the hardest things to learn is how to say "no," whether that be to attending an event, a new opportunity or to having too much fun as I was doing. This book is a great reminder to me about remembering your passions and your priorities, then choosing to "show up" for those things that matter to you - consistently.

5) Fresh Eats: Revel

I am fortunate to know many of the talented foodies in the city, but that's always kept me from writing about food here on Fresh Jess. I don't consider myself on their level! I do, however, love going out for a  delicious dinner and checking out new restaurants in town. In July, I launched my "Fresh Eats" series, highlighting my experiences at various Seattle establishments. I am not a food critic by any means, so you won't see any of my personal dislikes here on the blog. I simply enjoy sharing my meals and featuring a small business while I'm at it!

6) Seattle Style: Bianca Casimes

Another regular feature I introduced this summer is my "Seattle Style" series. Believe it or not, there are a lot of style mavens roaming the streets of the Emerald City. Seattle Style is a monthly feature on FreshJess, giving you a look at some of the city's most stylish - who they are, what they do, and some of the very best out of their closet! It's another way for me to give back to my city, and the people who make it stylish.

New beginnings... #9

7) Love & Meatball

Losing a pet is so hard. Blogging about my dear Meatball has helped me focus my grief and turn it into thankfulness and positivity. It's also been a way for you, amazing readers and social media friends, to share your own pain and loss with me. Thank you! Meatball may be gone physically, but his love and energy course through my soul always. Thank you Meaty pie for showing me what it's like to love like a mama.

8) Meet the DList Magazine "Young Northwest" 2011 Honorees!

It still humbles me every day that people read and listen to what I have to say, not just here on Fresh Jess, but on Twitter, Facebook, now Pinterest and everywhere else. I was floored when Seattle's DList Magazine selected me as their Young Northwest Blogger for their annual issue. Let me tell you, the nominations for this really kicked my butt back into gear and blogging on the regular! Thank you so, so much. If there's ever anything you want to see on here, please let me know! Email me at jess(at) Take a look at the rest of the Young Northwest 2011 talent in this post!

9) The Newest Member of the Family

After a summer and fall full of self-reflection and tons of work, my life has changed radically in just the past couple of months. One of those changes is a new bulldog in our home. Meet Spike, our 4-year-old rescue from Bulldog Haven NW! I'm so thrilled to be a bulldog mama again and Spike's consumed my life. I love him :)

10) Fresh Faves: Brian Oh, Photographer

One of my favorite experiences is featuring someone on Fresh Jess and getting their reaction - from them and from their own friends and fans. Brian Oh's been so thankful and appreciative of this feature I did earlier this month, and his friends from the team at Seattle lifestyle brand Rich Kids Clothing to the party rockers of Trashed have also shown their love and support. Nothing is greater than the feeling of good people helping good people!

There you have it. Ten of my favorite posts this year. Looking forward to bring you some heaters in 2012!

Recap: Fashion's Night Out in Downtown Seattle

Fashion's Night Out in Downtown Seattle and Capitol Hill were such a blast. The night was filled with special, limited edition offerings exclusively for FNO, music, cupcakes, champagne, photobooths & fun. It was the first year for the two neighborhoods, and they can only grow from here. I'm looking forward to a cohesive, concerted effort from Downtown retailers next year!

Here's my picture roundup for all of you. First up, the outfit. I kept it casual and cool, with lots of accessories to spice things up:

Hurley oversized sweater / Crochet tiered knit shorts from Strut in Austin / Julian Louie for Aldo wedges / Gold sequined vintage envelope clutch / One earring from Melrose Trading Post / Shell cuff from Philippines / Vintage bracelets

Put my hair in a bun later in the night. Vintage black sequined headband from Sustalux

Julian Louie for Aldo wedges

First stop: SPUN Sustainable Collective! With beauties JenSara & Anisa

Second stop: Barneys with Seattle Met's Laura Cassidy and Mia

Third stop: Nordstrom Flagship! Look at that darling outfit on this girl in front of me. I didn't get her name :/

AlixRose & I doing what we do best!

TOMS Style Your Sole customization station

With some very stylish friends: StephenSanda, Alix & Anisa

The life of Fresh Jess & Alix Rose: food, laughter, blogging, social media, agency life & general fashion shenanigans. Love her

Fourth stop: Alhambra with the lovely Osiris!

Fifth & final stop: Goorin Bros. Pike Place grand opening party. I spy Alix & Anisa!

With photographer / Goorin Bros / stylish guy A.J. Ragasa

Shoe party w/Alix & Anisa

Illin with Debra & Melenie

Birthday Steez

For someone whose closet is vomiting clothes, shoes and accessories and who takes a ridiculous amount of pictures with her damn iPhone, I sure do not do enough outfit posts. Shame on my style blogging! Here are a few from my birthday HollyHood last month.

One of my dear friends, Jaymee, made sure I got the royal treatment & dolled me up for my birthday. I'm in a Pencey bandage dress and she's in Badgley Mischka:

Nails done, hurr done, everything did...

My gorgeous friends

Rings x coral Shellac mani

I got a weave from the I BeWeave Hair Salon

Super bummed I didn't get a pic of my shoes from that night, but I copped these sweet wedges from Aldo. I saw them at NYFW in February and had been dreaming about them since!

Vivienne Tam F/W '11 Collection at Mercedes-Benz Fashion Week

I know I am super late with this coverage but I'm posting it anyway. My first Fashion Week show was for Vivienne Tam's F/W 2011 collection. It was such an honor and pleasure to catch the show!

Featuring what I'm calling "Roaring Twenties' Flapper Warrior" style, Tam's latest collection included tons of fringe detail, flowing bell sleeves, drop-waist dresses, dark navy & grey against vibrant red and teal colors and outerwear with very sculptured shoulder and collars.

Thanks to my dear friend Jordana (Clutch 22) who works with the designer often, my seat was up close and personal. I got some video of the final walk and though it's from the side, it's a pretty good capture of the collection. You can view pics of the full collection at

IFB Evolving Influence Part II: What I Learned

If there's anything I learned at the IFB conference, it's that not all bloggers are created equal. I am of the camp that still blogs for leisure. It's fun for me and I like sharing about some cool things I'm in to. At the conference, I was in the company of bloggers who do it for a living, whether falling into it for the love of fashion or a natural evolution from a lifetime of writing. I think Evolving Influence did a great job appealing to bloggers like myself as well as to those who are looking to make (or are currently making) a career out of it.

One session in particular stuck out to me.

Moderated by Kristina Medhus (Pretty Shiny Sparkly) and featuring: Sasha Wilkins (Liberty London Girl), Rebecca Stice (Clothes Horse), Kristin Knox (The Clothes Whisperer), Lindsey Calla (Saucy Glossie) and Rachna Shah (KCD),

"Working with Brands Gracefully" gave some really great insight into how brands and fashion bloggers can work together successfully. The panel addressed the sensitive subjects of gifting and brand ambassadorship while maintaining credibility and keeping your personal brand true and intact. Here are some of my favorite points shared during the talk:

  • Be honest with your readers. Be clear about paid posts ("This is an advertorial" or include mention of working with the brand organically in your post)
  • Maintain creative and editorial control. The brand will have some input on what they want you to say, but remember to stay in line with your personal brand and your blog's purpose. Would you write about a free facial when your blog is focused on outfits and styling?
  • Be smart about how you deal with gifting. Accepting offers and product from brands shouldn't be about "getting free stuff." It's a chance for you as a blogger - an influencer - to share knowledge with your readers that stretches across various boundaries (geographical, financial, etc.) It's rarely about displaying a brand in a positive light just because they give you something. They want honest feedback, and as a blogger, you should feel like you can share your truthful opinion about a product or service. Successful partnerships between brands and bloggers build over useful reviews and feedback.
  • Be ready! Brands will sometimes offer bloggers brand ambassadorship, essentially creating a long-term relationship with that blogger to help promote the brand. For bloggers, that means your readers have access to events and insight into things they wouldn't otherwise have. If you want your favorite brands to reach out to your blog, get your press kit ready so you can show them the value of working with you.
  • Earn your brand ambassador status! Prove to brands that you're passionate about what they're doing. They'll respond when you bring ideas to the table.
  • Protect yourself. If you do work with brands, you'll be sharing ideas and thoughts all your own. Make sure to get a non-disclosure agreement drafted and signed by both parties.
  • So...what metrics are important to brands? Ahh, the age-old question asked by bloggers, brands and social media agencies alike :) There's no true answer for that, but the two things to remember are: analyze what you can, and remember that numbers aren't the only thing that matters. Be able to speak intelligently about your audience and traffic.

Hope these gems of advice can help you! For more from the Evolving Influence conference, check out the live blogs on IFB.

IFB Evolving Influence Part I: The Pictures

When I first got into blogging and Twitter a couple of years ago, I found myself gravitating towards a specific group of Seattle girls who were also into blogging and social media: Jordana (Clutch 22), Sara (SPUN), Alix (AlixRose), Birdie (BonneVie) and Nadine (Girl's Guide to Seattle). It was through these amazing ladies that I learned about and joined the Independent Fashion Bloggers community. Though I don't consider myself a purely fashion blogger, IFB has been a great resource for blog trends, news and of course, networking with other bloggers. I've grown fond of IFB's founder, Jennine and her blog The Coveted and commend her for creating this community for us!

The Evolving Influence conference is IFB's bi-annual all-day workshop that coincides with Mercedes-Benz Fashion Week in NY. Evolving Influence is chock full of valuable information for bloggers to really take their craft to the next level. This was my second time at the conference and I'm so impressed how much it's grown in the past year.

I've split up my coverage of Evolving Influence into three parts: The Pictures, What I Learned, and The Afterparty. Enjoy Part I!

En route to the conference. Cozy in my vintage fur hat!

The stylish crowding the sidewalks outside Milk Studios

Darling, understated Tavi (Style Rookie)

We're here!

The crowd looks on as Jennine introduces a panel

Me, Mary (Shop Glamarous), Nubia (Nubia's Nonsense) and Alix (AlixRose)

Playing with laptops at the Microsoft station

The Microsoft laptop station. Really wanted to take that art home & find it a new place in my living room.

Pamela (Market Publique), Taylor (Sterling Style), Alix, me and Amy (PunkyStyle)

Beachy keen in the Aldo booth. Those sweet wedges won't be on sale until March! I want

Me, Nichelle (StyleMom), Alix & Amy (Midtown Girl)

Super fun times with AlixRose in the Levi's "Shape What's to Come" booth

Proenza Schouler keynote

Ethan (  / Titans & Co.) and I

What I wore:

Green & black checkered vintage duster coat

Vintage bib necklace

Urban Outfitters cream scarf

Vintage shoulder bag

JetSet latex high-waisted leggings

L.A. Made white double-V tee

Dolce Vita shearling boot

(not pictured)

Tete Couture feather headband

Moksha black double-rope belt

Vintage fur hat

NYFW: Rebecca Minkoff Afterparty Hosted by Smirnoff

After a whirlwind week in NYC for Fashion Week and Social Media Week, I'm back in Seattle and ready to unleash some awesome blogs for you!

One of our stops on the Fashion Week party circuit was Griffin, for the Rebecca Minkoff afterparty hosted by Smirnoff.

"The World's #1 Vodka" even invited bloggers to try The Smirnoff Challenge, where three vodkas were up for a taste test. Now I am never one to turn down a taste test - and I ended up choosing Smirnoff!


I had a blast meeting the Smirnoff & Rebecca Minkoff teams, as well as hanging with some of my favorite digital/lifestyle/fashion blogger friends.

Thanks Smirnoff & Rebecca Minkoff for such a fun night!

Ever the social media maven...

Find Smirnoff on TwitterFacebook and online

Find Rebecca Minkoff on TwitterFacebook and online