Jules and Club Monaco Collaborate, Club Monaco Debuts Tumblr Lookbook Featuring Bloggers Like Sincerely Jules

One of the fashion tastemakers featured in the campaign is Julie Sarinana, of Sincerely, Jules. The Los Angeles-based blogger is well-versed in the world of Tumblr, and modeled alongside other bloggers like Betty Autier of Le Blog de Betty and George Lewis Jr. of Twin Shadow.

Club Monaco has embarked on a new fashion frontier: The retailer will digitally debut its Fall 2013 lookbook on Tumblr with the help of seven prominent bloggers. The brand's online initiative, which launches today, will make it one of the first to reveal a major lookbook on the social media platform—which is fitting considering many of the bloggers are social media masters.

We chatted with Sarinana about Club Monaco's digital exploration, her campaign for the brand, and ways to maintain a fabulous blog.

Being that you are a prominent figure in the online fashion community, did Club Monaco's project to reach out to buyers via Tumblr seem like the right idea?

I think it’s great that Club Monaco is trying to push the social media boundaries, and I think they are doing it in a really creative and attainable way. Their audience can literally take the images right from the lookbook site and Pin, post on Tumblr, and Facebook them. It allows the whole lookbook to go viral, which I think is really cool.

The best and worst dressed - in Oscars 2013 pictures

This was Jennifer Lawrence's night. She won the Oscar, and she won the red carpet too, in Christian Dior. The formula for a successful Oscar dress is similar to that for a successful Oscar film: you want plenty of drama but not too many complications. This dress does that perfectly. The silhouette is knockout, and there are no fussy styling details to detracting from that. The swept-back hair, neat silver clutch and delicate jewellery are all in harmony. There will be celebrations at Christian Dior HQ in Paris: the awesome internal structure (note how it looks good from every angle), the perfect skin-flattering pale (moonshine?) and the dappled texture to the fabric (so it never looks shiny or crinkly, even under a million flashbulbs) are a great advertisement for the Dior atelier.

I think we can assume it wasn't Anne Hathaway's goal to be upstaged by her own nipples, but that's what happened in this Prada gown. The dress was a last-minute choice: LA "sources" say she switched from her usual Valentino at the last minute. Those aren't actually her nipples, by the way, they are darted seams in the fabric. (Look at how the skirt of the gown holds its shape as it falls to the floor, and you can tell that the satin is much too heavy for nipples to bore through like that.) But such dressmaking niceties won't help save this dress for being remembered for the nipples. I don't love this look anyway: too angular and sharp. She looks like an enormous, shiny pair of scissors.