August 2008

Last Friday was a busy day for EFA; the long awaited Syntopia show took place, a parallel RL-SL event in the tradition of First Fusion. The star of the evening was none other than designer Josine Vermeij, known in SL as Aideen Sideways, who received her RL fashion degree and presented her very first collection in both worlds. The interest was great in Pastoe Design Centre, Utrecht, as well as in SL’s Virtual Holland, where EFA models showcased the artistic creations. You can see Josine’s/Aideen’s designs below (pictures by Tillie Ariantho):

Stay tuned to our official events diary to find out about our upcoming shows.

A big thank you to models Ella Quinsette, Firedragon Bellios, Haruka Kish, Rena Mascot, Tiffany Dragonash, ZoeAnastasia Aeon and Sienna Fredriksson and EFA’s Director of Sales & Marketing, Connie Molinaro, who organized the event.

Want to be the first to know about EFA’s renowned upcoming shows? Join the Ewing VIP group in world and stay in fashion!



09.00 AM SLT : Start real life show at Pastoe Design Center, Utrecht (can be watched in Second Life)

10.30 AM SLT: Start Second Life show, Virtual Holland (can be watched in Real Life)

11.00 AM SLT: Official graduation of Josine Vermeij in Utrecht


This Friday Josine and I will present our collection, both in real life and in Second Life. After the show there will be an exhibition until September 23rd. In real life the show takes place at 9.00 SLT/ 18.00 CET at Pastoe Design Centre, in Utrecht. In Second Life the models of Ewing Fashion Agency will showcase the virtual designs at 10.30 SLT/ 19.30 CET in Virtual Holland.

We hope to see you at one of the events, either in real life or in Second Life. By being at either one of the locations does not mean you have to miss out on the other (that wouldn’t suit my concept): on the day of the show there will be a live connection between the two worlds, so in Second Life you can watch the real life show and in real life you can also watch the Second Life show.

If you have any questions please contact Aideen Sideways.

Regards, Aideen & Josine


What do you do if you get dropped a bunch of boxes with fashionable men’s clothes? I thought of changing myself into an male avatar but why spending lindens on changing your appearance if you have some male friends who are willing to model for you?

So, today I am presenting some very fashionable men’s outfits from Sartoria which is part of Mimi´s choice. It is owned by reseller Mimi Juneau who collects the best brands in one shop. But because the collection grows every day, she had to split it up, in one shop for men and one shop for women, next to each other. Sartoria is one of those great brands, but there are a lot more like Styles of edo, Bax Coen boots, SFDesigns, Anubis Style, Storm Schmooz shoes, Jeepers Creepers shoes, Lady Thera’s dresses and much more, the one next to the other.

Landmark for the men’s store: Mimi´s choice for men & for women: Mimi´s choice for women . These two stores are next to the new Redgrace Mainstore which will open on Friday, August 29th.

Sartoria, menswear

Shown below:

Chesterfield shirt gray with Urban wrangler jeans.

Shown below:

City casual set includes shirt, tie and jeans in a set.

Shown below:

Shirt Combo, with this outfit comes a box with 3 colors shirts and a white pants. There are
6 shirts in 1 box, 3 open and 3 with tie.


Last Wednesday, we had a Meet the Designer talkshow with Aideen Sideways / Josine Vermeij. For those who missed this, here is an impression of that evening in the pictures taken by Tillie Ariantho:

It was a lovely event and the nice voices of Rhi Rossini and Aideen Sideways were saying more about the background of Aideen and her thesis. Aideen Sideways graduated this week from the Fashion School in Utrecht, Netherlands. For her graduation she wrote a thesis, Syntopia, and did a lot of research about how our fashion utopia is like, in real life and in Second Life, and how we experience our utopias.

Aideen/Josine: In this thesis, I have explored the seductive force of fashion and the way in which people feel the desire to turn utopia into reality. More specifically, I have examined the role fashion plays in the creation of utopias, and how virtual worlds can play a part in their realization.

The thesis is a must read for all fashion lovers, but also for every citizen of Second Life. It tells the two sides of the story, the real life one and the Second Life one, both with their positive and negative aspects. It is very easy to read and I am sure you will find a lot of things you recognize in it.

To finalize her graduation, there will be a fashion show in real life and in Second Life, which EFA will host. (more…)

To many people, including myself, a designer’s creations are a form of art. The successful ones are every bit as creative and innovative as those we all consider artists. Second Life offers many people the opportunity to express their creative flair through the medium of clothing design. With possibilities here not available in the real world, this is truly a place where art and fashion collide. One designer in particular has brought the worlds of art and fashion together in a very innovative way. I expect that many of you know her already, but for those of who don’t, her name is Thera Taurog. Her shop is called Lady Thera’s and many of her designs are based on the paintings of the great masters, such as Monet, Van Gogh and Cezanne. Not only does she use the paintings as inspiration for the textures, I think she does a wonderful job of capturing the thematic spirit of each in the overall design as well.

Above are two diaphanous dresses, Paul Jenkins’ Diamond and Monet’s Poppy Field. Diamond has a similar colors and an abstract pattern consistent with the famous painting. The hemline is raised in the front suggestive of the non-conformity associated with abstract art and the movement of the skirt induces the watcher to see many things. With eight prim parts, the wearer has a number of optional looks. The skirt has two prim layers. There is a prim scarf and prim shoulder puffs. Finally three sheer lace prim accents around the bodice. Shown here with the short pants options, it also has long pants for a more modest coverage of the legs. Monet’s field of flowers is evident in the texture of the Poppy Field dress. The skirt, which is made of a system skirt and two prim parts, appears to be made of the flower’s stems and moves as if blowing in a gentle breeze. The jacket can be removed to show the strapless bodice. The evening length gloves end at the wrist and have lace prim cuffs at the top.


It’s your time to shine at the fourth Runway Divas. Work it, flaunt it and be the star of the runway! With the theme of the event being “So hot” you’re bound to make some heads turn! As usual, there will be a mini show by Rena Mascot and her friends, followed by the actual model contest. You must have two sexy outfits prepared if you want to join. The sponsor for the evening is the lovely Amutey DeCuir of Bliss Couture.

Get a taste of what to expect below with photos by Tillie Ariantho from the last Runway Divas III:

So, see you all this Thursday, August 28th, at 1 PM SLT in EFA’s fashionable Ischia district – you’ll be in for a treat!

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