By Kristen Philipkoski
For most of the 20 years I’ve lived in San Francisco, my love of fashion has felt out of place. I was a science and tech reporter surrounded by mostly male writers and editors. Trying too hard clothing-wise seemed very uncool. But things have changed in the past few years. For the first time, I feel like I’m living in a major style hub.
This sentiment comes in part because I launched my blog Stylenik a little over a year ago, making me part of a close-knit community of fashion enthusiasts documenting our sartorial escapades in San Francisco. I now drink champagne and eat cupcakes weekly with confident style mavens at boutique openings and pop-up shops around the city.
SF’s style bloggers are more than just documentarians, though. We’re helping change the way people dress here. We’re no longer self-conscious about putting together an edgy outfit that could compete on New York’s sidewalks. We try hard, and we’re kind of proud of it.
And since the Bay Area doesn’t have a Vogue or an Elle, local bloggers have been elevated in the public eye to “fashion editor” status, getting hired as stylists by department stores, getting featured in cosmetic ads, and walking the runway in local shows. These scribes don’t wear steely glares behind black sunglasses like their old-school East Coast counterparts — they’re actually very happy to meet you whether you’re wearing Forever 21 or vintage Lanvin.
So here’s a little tour of the fashion blogger ecosystem. Danielle Steele recently dissed our city for having bad fashion. I don’t think she knew about these ladies.
of This Time Tomorrow: Tailored to a T
What do you think is the quintessential look of
San Francisco?
Refined, yet functional. Think timeless trench coat, ankle-cropped skinny jeans, striped Breton tee, and a statement scarf to beat the chill. I usually opt for heels most days, but am never without a pair of flats to face some of the hillier parts of the city.
How does the city influence your style?
Hailing originally from a city where seasons are very extreme, I’ve learned a lot from San Francisco about the art of layering purposefully all year long. I no longer feel like my outfit is complete until I’ve added a few interesting layers to the mix.
What’s your favorite local boutique?
So hard to choose! My go-to favorites at the moment, though, include Carrots, Dish, Ver Unica, and Luna.
Who’s your favorite local designer?
I recently discovered women’s wear designer Camelia Skikos. Her use of leather accents for both fall and summer pieces is perfection!
of Like Fresh Laundry: The Mix Master
What do you think is the quintessential look of
San Francisco?
Tech-hipster embodies the city: arty thick-rimmed glasses, fitted hoodies, and jeans. I’d say the only must-have accessories are iPhones and Androids.
How does the city influence your style?
Before living here, my work wardrobe was business formal. But since I’ve stepped foot in the city, I’ve never touched my suit again — and that’s fine by me! My closet is now 95 percent casual clothes, with lots of layering pieces: scarves, sweaters, tights, and button- downs. I rarely even get dressy to go out, because doing that just makes you look like you’re trying too hard!
What’s your favorite local boutique?
I love Belljar and Candystore Collective. They’re right down the street from each other in the Mission. They have a nice mix of affordable and investment pieces, and their jewelry selections are the perfect mix of spiky and sparkly.
Who’s your favorite local designer?
Derek Lam! The fact that he hails from San Francisco gives our city some major fashion street cred. His clothes are so sophisticated and modern, and I like that his collections are packed with colorful pieces.
of Style by Santina: The Color Lover
What do you think is the quintessential look of San Francisco?
San Francisco is an “anything goes” kind of city, and I think people approach fashion with that same spirit. It’s a bit more casual than East Coast cities, but not boring; there’s something unexpected about it. The ladies I tend to admire most are masters of mixing high and low and never look like they tried too hard.
How does the city influence your style?
My style is constantly evolving, but one thing I can certainly attribute to moving to San Francisco is the ever-increasing number of wedges in my closet! For a girl who wears heels way more often than flats, these hills can be torture!
What’s your favorite local boutique?
Definitely Mira Mira. I don’t think I’ve ever left that place without at least one bag in hand. I love the variety — I bought a shirtdress and a cutoff sweatshirt with a sequin heart on the same trip!
Who’s your favorite local designer?
I’m new to San Francisco, so I still have a lot to learn about local designers. But I did buy a pair of wood-soled booties that I can’t stop wearing (and can’t stop getting compliments on) by Sutro, a local shoe designer.
of Calivintage: The Vintage Maven
What do you think is the quintessential look of San Francisco?
San Francisco is all about layers. Since you never know how the weather will end up and because it changes from neighborhood to neighborhood, you always have to be ready for whatever conditions the city may present. I see a lot of people wearing a combination of cute flats, skinny jeans, and comfy sweaters layered under warm jackets. San Francisco also loves vintage, so you’ll see a lot of girls sporting unique one-of-a-kind vintage or thrifted pieces, whether it’s a statement piece of jewelry or a cool pair of woven oxfords.
How does the city influence your style?
This is a tough one because I’ve lived here since I was 18, meaning it’s probably shaped my style more than I even know. I suppose that I’ve been influenced by a number of things: the vintage aesthetic, the unpredictable weather patterns, our proximity to so many beautiful nature areas, and the need to be able to hop on my bike to ride to a friend’s house. So it’s this mix of vintage-inspired and practical, easy pieces.
What’s your favorite local boutique
I’m in love with the cool atmosphere and well-selected inventory at Painted Bird. They have a fabulous selection of San Francisco-friendly options like pretty silk blouses, easy shorts, and statement flats.
Who’s your favorite local designer?
Dierdre of Curator is one of my favorites. She creates practical dresses, tops, and skirts garment-dyed on organic fabrics. One of the coolest parts is that not only are her clothes designed here, but they are actually manufactured right in San Francisco.
of Fashionista Lab: The Risk Taker
What do you think is the quintessential look of San Francisco?
I don’t know if there’s a quintessential look. There are a few local street-style blogs that have their own aesthetic, but I find that most of the people I see don’t fit into one specific look or another. That being said, I do notice a lot of women who wear shorts over tights, but I think that’s just because it’s something I tried once and didn’t like (and I’ve since gotten rid of my only pair of shorts), so I look closely when I see other people doing it.
How does the city influence your style?
San Francisco is a city where people just do what they want. I see entrepreneurship, non-conformity, and risk taking at all levels. Nobody cares what you look like, or pressures you to dress up. That doesn’t mean that nobody does — lots of people dress up and have personal style. But that attitude has allowed me to take more risks — with both my clothing and my hair! I had a Mohawk for about 18 months, and for nearly an entire year it was bleached platinum blonde. Over the course of living out here my personal style has definitely become more lighthearted and experimental, and somewhere along the way I picked up an obsession with mixing prints.
What’s your favorite local boutique?
I really like Mira Mira. It’s a shop where I always find things I don’t expect, and things that push my own personal style forward. There are so many other stores where I go in and know what I’ll find, and know how I’ll wear things, but the merchandise at Mira Mira challenges me — in a good way.
Who’s your favorite local designer?
gr.dano! I first became familiar with them because they often design for Discarded to Divine, a benefit fashion auction I volunteer with. They have a cool architectural quality in the pieces they make, but they also drape in really cool and innovative ways. I have a “scarflace” (scarf-necklace) from them that I really like. I actually still haven’t seen anything like it, and I’ve had it for a couple of years.
To start your own San Francisco style blog, first choose your blogging platform: Tumblr is easy and super-addictive, WordPress is more modular, and blogger is very straightforward.
Get connected with others like you by commenting on your favorite bloggers’ posts, “like” them on Facebook, and retweet their nuggets of wisdom.
Make Refinery29’s San Francisco site a regular read to find out about upcoming boutique openings and pop-up shops.
Also, follow some of SF’s top PR ladies on Twitter, including @joannariedl, @rubypress, @mullenspr, and @renatweets. Soon you’ll be in the know and rationing your cupcake intake!
