p r i d e . v a n i t y. h u b r i s .

f a s h i o n


not “Fashion isthat something

exists in dresses only. Fashion is in the sky, in the street, fashion has to do with ideas, the way we live, what is happening.

Autumn / Winter 2007

Letter from the Editor . 1 Lovely in Lace . 2 Seven Sins . 5 Seven Underwear Looks . 6 We (heart) Jarmilla Jaros . 8 Society Style: Lily Allen . 12 Ban the Beige . 13 Trend Femme . 14 Fight Like a Butterfly . 15 Behind The Scenes . 23 Where Lingerie is Headed . 31 Voyager . 32 A Close Shave . 32 Trend Homme . 33 Best Foot Forward . 34 Emo & Indie . 34 Influencing Fashion Trends . 35 Keeping it Brief . 36 We’d Love to See it Made... . 37


Next Issue:

Coco Chanel

When you see us next, we’ll be looking into beauty from all angles. Natural, plastic, enhanced, pierced, waxed, tips for looking better, tips for feeling better, we could go on. Frankly, it’s going to be an issue dedicated to knocking them dead the Seventh Sin way.

The hardest part of putting Seventh Sin together is the amazing level of work put forward to us (anyone can contribute, and we invite you to), and this issue was no different. Putting together an issue dedicated to the appreciation of lingerie, and in turn the human figure, saw us receive countless photo submissions ranging from the sensual to the erotic. Unfortunately for a free magazine, no matter how high-brow, space is limited so a lot of the submissions never made it to print. But don’t feel like you’re missing out. The online edition of this issue (available at www.7thsinmag.com) is a special edition; it contains more photos and a number of other features, and we encourage you to log on and check it out. You’ll find a dead sexy editorial on lingerie that we didn’t have room for, an extended edition of our ‘Fight like a Butterfly’ centrefold (page 7), and a number of extra features. If that isn’t enough to tempt you online, then perhaps the thought of winning three sets of underwear from Hey Sister (page 22) or clothing from the Stella McCartney capsule for Target (back cover) might be enough to do it. We hope you enjoy us in the flesh (pun fully intended) and online too.



DPD ia Editor: or: Tan ty Edit llan James Depu ector: A irector: Renata Art Dir D sement Adverti Editor: ashion uting F Contrib eynolds rR Jennife rs: g Edito tributin ukamper Con ie Bra Stephan

aphers: Photogr uting Contrib illips Ph Emma ads Neil Me hotos P di Mola utherland S Morgan ite h David W s: Need U Sin Seventh inmag.com hs www.7t thsinmag.com 7 7thsin@ 4462 OX GPO B e 3000 rn 1 Melbou

Seeing the Shiori collection all lined up is like walking into a candy store - you just want to try it all. A young girl with a cheeky smile is not who you would expect to find behind this lush self-titled lingerie label. Specializing in sexy French knickers, demi bras and camisoles in a gorgeous rainbow of the sweetest colours, this is truly the label for girls who want to feel feminine.

lovely in lace
Interview with Shiori Pike by Jennifer Reynolds

Learning everything from her mum - a former dressmaker - Shiori Pike was fed up with the lack of high quality underwear at a reasonable price. “Most Australian designers use harsh fabrics and I have sensitive skin; I had to buy quite expensive, very soft or natural fibres. Then if its cut was wrong it would dig in and irritate.” The obvious choice was to start making her own. Starting at local Melbourne markets, she gained valuable customer feedback before going on to approach stores. As a result she creates three piece sets instead of two with bra, French knickers, and G-string as per customer demand. Working with exclusive European laces and silks she selects the softest, most delightful fabrics to snuggle next to your skin. Still involved in every piece, Shiori hand makes each item ensuring quality of finish. “Depending on how intricate it is, it can take a few hours with beading and hand embroidering” to finish a garment. In future we can expect to see a shift towards vintage. Shiori tells us “…a lot more covered and sexier, 1950’s glamour pin up girls, silk, lots of lace trims, a more European influence, a lot classier... We’re also going to see more of the torsolette which is a girly little number shorter than a corset but longer than a bra.” You can check out her work at Smitten Kitten in Melbourne or at Miishu in Port Melbourne. Be warned; the colours might make you hungry. Shiori’s website will be online in March at www.shiori.com.au.




Runway photos by David White


5 6 3
1. Balconette bra by Sabi visit: www.sabi.com.au 2. Chastity bra and g-string by Pleasure State visit: www.pleasurestate.com.au 3. Necklace by Portmans visit www.portmans.com.au 4. Racey Lacey balconette bra by Sabi visit: www.sabi.com.au 5. Triangle bra and briefs by Cosabella visit: www.cosabella.com 6. Pave Heart Necklace by Ella Blaeu visit: www.ellableaujewellery.com.au 7. Vintage style pumps by Kitty Croquet visit: www.kittycroquet.com












ie U








l Ca


ei Kl




ca Agent Provo

teur Tie Bra

Lace T


re St Pleasu

ate Br



We Y Jarmila Jaros
Interview by Jennifer Reynolds

of Jarmila Lingerie

Born in West Bohemia in the Czech Republic designer Jarmila Jaros has lived a life as colourful as her animal print lingerie. Growing up with a dressmaker in the family she was surrounded by the magic of cloth where seasonal trips to the fabric shops in a nearby town were special occasions. Even as a girl making her own dresses and bikinis the emphasis was always on quality fabrics andthe perfect fit. Migrating to Melbourne in 1986 she now runs a boutique label with made to measurepieces for the discerning customer, specalising in luscious styles in corsetry and velvet suitablefor the boudoir.

JR: When did you start designing? JJ: As teenager. JR: Where did you learn? JJ: I received a Diploma of Clothing and Footwear at the Box Hill Institute of TAFE. JR: What inspired you to specialise in lingerie? JJ: After working for 10 years for a Melbourne lingerie Company, learning and developing my skills in this area I recognized this to be an advantage to specialize in this field. JR: What direction do you see lingerie taking in the future? JJ: I think there will be more transparent outer clothing revealing sexy underwear, interesting fabric and custom styling.

JR: What is your favorite part of designing? JJ: The whole creation of the garment and particularly the end result. JR: What fabrics do you work with? JJ: Lace, satin, chiffon, stretch tulle, velvet JR: What do you most love about your job? JJ: Creative side. JR:What should someone do to become a lingerie designer? JJ: Follow your dream. Jarmila Lingerie is available by phoning 0413 319 212.



Runway photos by David White


Society Style : Lily Allen
Part street, part punk, and a lot of Chelsea best describes Lily Allen’s style. Others term it girly punk (for girly she is), or ‘couture meets chav’. In May the songstress will be releasing a fashion capsule and as it’s unlikely to ever reach Australia, here are some pointers as to dressing like her while avoiding looking like a parody! Photo courtesy of Neil Meads. See the rest of the series at www.musiclikedirt.com

Key Elements
50s prom-style dresses – bold colours or patterns, but keep it girly. Pumps or trainers – for some street cred wear trainers, but if you’re making a night of it quality pumps are easy to find. Big and bold jewellery – gold preferably, but not so much that you’ll look bling.

Brightly coloured makeup – bright sparkly eye shadows and differing shades of lipstick. Fringed hair – cut straight and styled a million ways. Her attitude – sorry, but this isn’t something you can’t replicate without spending a few years living in London LDN.

Keep in Mind

wardrobe with colour and you’ll feel better in no time.” The solution is simple – go out and buy a coloured bra to match your dress or top! The fact of the matter is, strappy clothing is here to stay so embrace it and colour-code your underwear instead. Say for example you are wearing a fiery red dress or singlet, why not funk it up a little with the Lucky Dip range from Hey Sister!? Sick and tired of wearing beige or ‘skin coloured’ bras in order to disguise bra straps? No doubt the answer is yes, but there is an alternative – embrace colour! With the increasing trend of colourful dresses and strappy singlets, a problem faced by many girls is choosing the right bra to wear. Most opt for the beige option in an attempt to blend bra with skin tone, or they choose the ever-so-horrible clear plastic straps – and let’s be honest, everyone can see those and it isn’t a good look! Author of My Girlosophy, Anthea Paul, believes; “A variety of colour in your life can make you feel more vibrant. Let’s face it, wearing shades of beige and brown can often make you feel, well, a little beige! Jazz up your The Lucky Dip contour bra is available in a funky grey marle colour, with floral splashes of yellow and red. Famous for everyday comfort, the bra also offers a flattering rounded shape to keep your cleavage looking good! Complementing the bra is the matching thong or bikini brief, with a cute little front ruffle. What’s more, when you arrive home from a day or night out, you can curl up in Lucky Dip’s bright red PJ bottoms and comfy camisole, which matches the underwear set you have been wearing! There’s also a growing trend for camisoles not only to be worn to bed, but also to be worn as weekend wear. And why wouldn’t you when they are so versatile, chic and downright comfortable?

Thanks to Hey Sister, we’re giving away three sets of gorgeous undies. Simply visit www.7thsinmag.com/ competitions and tell us why you think beige should be banned and which colour should be in!
For Hey Sister! stockists please check out www. heysister.com, or call 1800 338 235. Competition terms and conditions can be found at www.7thsinmag.com/competitions. RRP for Lucky Dip range in


Grey Marle/Cherry Pyjama Pants: $29.95 Camisole: $24.95

With the cooler weather will come heavier fabrics, darker colours and cosier knits. Draw your inspiration from the 40s for tailored wear and the 60s for pretty, freeflowing smocks and shifts in knit fabrics. Platforms and boots remain big in the footwear department. Invest in: SMOCKS A definitely staple this year, they can be dark, wintery colours or bright 60s prints. Particularly flattering on tall, straight figures, or for curvier

bodies simply cinch in the waist with a belt. WOOLEN SOCKS AND TIGHTS Pair knit tights or scrunchable above-the-knee socks with mini-dresses and

smocks. Go for heather greys, charcoal, black, or hunting colours like forest green or tan. CLASSIC TAILORING Take your cues from the 1940s with sharp tailoring and classic

starlet styling.

TRENCH Everyone, girl or guy, needs a classic trench to cover up with in the cooler parts of 2007.

PINK LIPSTICK Carried over from 2006, this trend has continued to popularise. It’s being seen on everyone from Christina Aguilera to Jessica Stam.


Velvet zip hoodie By Russell Athletic contact: 03 9533 6171 www.russellathletic.com Ceylon Bra By Cosabella contact: 02 8399 3599 www.cosabella.com


Chastity Bra & G-string by Pleasure State contact: 02 9004 8077 www.pleasurestate.com Shoes model’s own


Dolce Vita Bra & Briefs by Pleasure State contact: 02 9004 8077 www.pleasurestate.com Circle Ring by Ella Bleau www.ellableaujewellery.com.au



Brazilian Bra by Kayser contact: 03 9533 6171 www.pacificbrands.com.au



Brazilian Bra & Short by Kayser contact: 03 9533 6171 www.pacificbrands.com.au


Credits: Fight like a butterfly Photographer Emma Phillips, 0411 203 471 Stylist Jennifer Reynolds, 0413 387 081 Make Up Artist Jessica Seacombe, 0421 969 969 Hair Stylist Adam K, 0417 571 649 Photographers Assistants Hannah & Will Stylists Assistant Tully Model Aleksandra AleksandraDavidovic@yahoo.com.au

White lace Bra By Sabi contact: 03 9421 1566 www.sabi.com.au Aura panties By Pleasure State contact: 02 9004 8077 www.pleasurestate.com Water bottle By Rebel Sport contact: 02 8866 6500 www.rebelsport.com.au 1920’s Style Brooch stylist’s Own










where lingerie is headed
(and we don’t mean the floor)

There’s no doubt that the history of lingerie has been a long, very interesting and at times very painful one. Thankfully, the days of body-crushing corsets are long over – but that doesn’t mean things are getting less interesting in the lingerie world. So looking to the future, where is lingerie headed? We caught up with Kay Cohen, Founder and Creative Director of Pleasure State lingerie and posed her the question. “Lingerie is something that really challenges your talent as a designer. It requires the true interpretation of design ethics, products have to both fit well and be comfortable, also they have to be beautiful, no surprises that we refer to this business as ‘intimate apparel’. Going forward, lingerie trends will demand more and more of technical improvements which will bring benefits to fit and comfort – and expect to see more innovative and advanced thinking in this area. The demand for artistic styling is greater than ever. Lingerie is experiencing its greatest moments of creativity. At long last lingerie is a very key player in the fashion industry and lingerie will continue to push its way ‘out’, with exciting innerwear styling making its appearance as outerwear.” And where does Pleasure State fit into all of this? “Pleasure State has in a very short space of time become a world leader in this aspect. Pleasure State will continue its drive to produce more and more fashion lingerie with figure improving qualities that is so fantastic you will want to wear it to be seen.” For the full interview with Kay Cohen, visit www.7thsinmag.com


Looking for clothes that combine smart styles and classic cuts as well as the comfort and functionality an active lifestyle requires? The Autumn / Winter 2007 collection by Voyager, which has just hit the shelves of Myer, is rich in colour and texture – perfect for stocking up on wardrobe essentials. Designed specifically to suit both indoor and outdoor activities, the range includes classic trench-coats, stylish knits, and tailored jackets. The best part is that you won’t have to empty your pockets – with prices ranging from $29.95 for active wear to $189.95 for a jacket.

Proving that one-upmanship can advance the cause of men’s shaving, Gillette have finally released their five bladed razor, ‘Fusion’, in Australia. Frankly the idea of putting 5 razors (4 to shave with, 1 for the finer places) within slicing distance of our face didn’t really thrill us – but that’s not to say we weren’t pleasantly surprised. Like Gillette’s past work, this shaver really is one of the best out there and you’re going to have to try a barber if you’re after something a little closer to the grain. Available as you’d expect a shaver to be, or in a smirk-inducing vibrating edition, you may just find yourself tempted enough to buy one.


Winter is around the corner and after a long hot summer there are some key Winter looks you’ll want to invest in. TRENCH COAT Standing out from the Duffel coat, the trench coat is making a massive come-back in 2007. Look for slim fits, even if they’re doublebreasted. DUFFEL COAT OR PEA COAT Similar in styling you’ll want one or both in your wardrobe. Key colours are charcoal and navy, and you’ll want the hem to sit below your arse.

HATS In case you missed it in our last issue, invest in hats. Baker boy, pork pie, Castro, fedora are all styles you’re going to want to get your hands on. BELTED CARDIGANS Cardigans are big, but they

also have the stigma of being old men’s clothing. Look out for the belted variety as cardigans for the young. BOOTS Only buy if they’re leather, and go well above the ankle.

They should end on the calf or below the knee, and should be in a brown or black. ONE TO AVOID Metallics. Massive on foreign catwalks, these won’t be a staple feature in Australia

until Spring or Summer. Want an insight into other key looks of 2007? Take a look at our last issue, available on www.7thsinmag.com


Best Foot Forward
Men’s footwear in 2007 is all about unique and innovative textures and styles. Vein Wear shoes are definitely setting the scene with intricate broguing, flora-embossed leathers, and patent calf leathers creeping into their new collection. Vein Wear’s deconstructed luxury slippers in colours like aqua or burnt orange, and canvas long bootsin khaki, brown and black will give an edge to any outfit. Collaborations with designers Morrissey and Leopold at L’Oreal Melbourne Fashion Festival are helping to put Vein Wear firmly on the map. Visit www.veinwear.com for more.

From what used to be Goth and Punk Rock come new musical sub-cultures of the naughties – Emo and Indie. Often confused as being the same thing, most people are unaware of the differences between the two. Let’s explore.


by Stephanie Braukamper

By Stephanie Braukämper

Emo stems from Punk Rock dealing with the singer’s feelings; hence it’s short for ‘emotional’. If you haven’t seen people walking around the street in a tight tee, even tighter skinny black jeans, old school chucks, and hair angled to cover most of their face, then you have probably been living under a rock. Emos take their cues from AFI, Funeral for a Friend, Hawthorne Heights, and 30 Seconds to Mars. Indie, or ‘the anti-emo’ sees people take their lead from independent underground music. You can bet that if someone is wearing straight leg jeans, vests, baggy tees, cardies they are taking their cues from The Kooks, Wolfmother, Muse, and The Arctic Monkeys.
34 Photo by Morgan Sutherland

Influencing Fashion Trends
Want to know what’s hot, right now? style spy (www.stylespy.net) is a unique ‘trendspotting community’ that can tell you just that. The premise behind style spy is an amazingly simple one: add an item, it gets voted up or down – the hottest items rise to the top keeping members in the know about the latest trends and hottest fashion finds. style spy is refreshingly simple. Unlike traditional media, the content revolves around the views of consumers, who bring all kinds of things into the mix. From celebrity outfits to cool new gadgets; from funky custom-made tees to designer couture. In a world where fashion styles are converging, style spy is a way to bring it all together.
New lingerie from Lascivious
posted by Tania more info>>


Foley Shirred Corset Dress
posted by KiKi more info>>


M elb o u r n e’s f u n k i e s t m o b i l e b a r s e r v i ce
Mobile bar and beverage catering for all private parties, celebrations & corporate events

Unique beverage packages Exclusive cocktail parties Nightclub on wheels events Phone: 03 9578 2298 Email: info@liquidinfusion.com.au

www.liquidin f u s i o n . co m . a u


keep it brief

Photo courtesy of di Mola Photo

Looking through our underwear issue you’ll see some of the most exquisite lingerie ever designed. Of course, it’s all modelled by ravishing women. And while we’re sure the photos will appeal to both sexes, we just couldn’t manage to balance it out. So here is our some-what meagre attempt to rectify that situation. If you’re somewhat disappointed, we apologise. But this page features men’s underwear, which has changed little in the past 20 years. We find that disappointing too.

That’s the trouble with men’s underwear, whether you’re wearing it or enjoying it, it all seems to be the same. So here’s our request to you from this issue – what is perfect underwear for men? Do Calvin Klein elastics still do it for you? Should guys be wearing something more out there? Or should we really be keeping it simple with plain cotton briefs and the odd designer label? Let us know your thoughts – 7thsin@7thsinmag.com


love see it made.. to
hey!here my eyes are up

Having taken you through the Lingerie Issue, it’s fitting that this tee is what we want made this month. If you’ve seen it somewhere or you’re a designer who has made it drop us a line (7thsin@7thsinmag.com) for a mention on Seventh Sin’s website. We hasten to add we want this tee to be made for the boys, we’re after irony not factuality.

Full competition details at www.fashionising.com/competitions Stella McCartney and Target. Competition closes April 1. Stella McCartney, Target, and the capsule are both copyright and trademarked to their respective owners. Neither are associated with Fashionising, and no relationship is implied. Accompanying photo not from the Stella McCartney range for Target, and is the work of Flickr user eschipul.