Interview: Davida Hall from Shopflick.com

I had the pleasure of interviewing Davida Hall, Editorial Director for Shopflick.com. She dishes on everything from her Spring/Summer must haves to her favorite destination and gives us a peak into what's on the horizon for Shopflick.

Not only does she have a very successful career but she's as intelligent as she is beautiful and I hope you'll find her as inspirational as I did. Huge thank you to Davida for taking the time to answer these questions. I hope you enjoy the interview!

Can you please tell the readers a bit about yourself?
I have a diverse background in fashion, writing, and e-commerce. I got my start as a stylist for Gap Inc. in San Francisco and worked as Ecommerce Director for Hautleook.com (then called Liquid8). I also cover special LA-based events for British Vogue as well as write for Genlux Magazine. I was born and raised in LA -- attended Crossroads High School and then received an honors BA in Communications from UC Berkeley. In my spare time (not much these days), I hit the farmer's markets, scavenge garage sales, and hike the hilltops of Los Angeles.

What is your position?
I am the Editorial Director for Shopflick.

Can you describe to us your typical work day?
There is no such thing as typical around here. From finding new hot designers to bring onto our platform to shooting videos for Shopflick Private Sale or designer profiles, there is never a dull moment. Lately, I have been spending lots of time writing episodes for The Hall of Style our signature webseries. I host, write and co-produce this show with the brilliant Luke Frydenger which entails a ton of pre production work: casting models, finding experts and guest stars, researching new topics, writing scripts, styling the sets.

Shopflick is “a new video-powered marketplace for indie inspired goods”. Can you explain what this is exactly?
Shopflick connects emerging designers to customers and a fan base around the world through the powerful tool of video. Now you can discover new designers and products in a more personal way when you shop. This means a better, more engaging user experience, and also often translates into higher sales for the designers we work with.

What makes Shopflick different from other fashion sites?
With Shopflick, consumers finally have a window into what they are purchasing, where and how these designers produce their wares, what their Studios look like, and to hear their quirks and see their passion and artistry come alive… It’s an entirely new, fresh and entertaining shopping experience.

What’s new on the horizon for Shopflick?
Stay tuned for our next episode of The Hall of Style (live May 7) as we have wrangled top Hollywood celebrity stylist, Simone Harouche (Christina Aguilera, JLO, Nicole Richie), to give viewers insider A-list fashion secrets and then we’ll show you how you can get the look for less.

You’ve had a very successful and impressive career so far. What advice would you give people who want to break into the fashion industry or who are currently working in it?
No doubt the fashion industry is tough. Not for the faint of heart. But what I have learned is that there are so many avenues to explore—you don’t have to be a “designer” or “buyer” or “stylist” to have a lucrative and influential career in this industry. From promoting designers in fashion publicity to creative merchandising and writing opportunities, there are so many ways for die-hard fashion lovers to make an impact and contribute to the dialogue. Fashion changes with the times, so be open, creative, thick-skinned and adaptable—these traits shall serve you well.

What do you like/dislike about the fashion industry?
Dislike: the assumption that fashion is frivolous. The first thing people see when they look at you is what you are wearing. Granted, life is larger than the red carpet, but how you present yourself to the world is not just about self-expression, it’s a political statement about who you are and what you stand for.

Likes: Fashion is also FUN. To work with creative, brilliant designers all day, getting lost of in a sea of silhouettes, in a storyboard of colors and around amazing clothing is a very rewarding and enjoyable way to spend a day. Fashion is art for your mind, spirit and body and whether writing about it, styling models or directing a designer video, I love being able to help shoppers find their own fashion voice.

Who are some of your favorite designers?
Love Alexander McQueen, Vivienne Westwood, Gaultier, and Comme Des Garçon…for some more boutique-y, contemporary brands: Elizabeth & James, Dolan, Genetic Denim, Martin Martin.

Any new designers or movers & shakers you are excited about right now?
We have so many new designers on our Shopflick platform that are so exciting and really bringing a fresh perspective…where do I begin? Mr. Larkin by Casey Larkin is my latest obsession. She’s produced a beautiful, well-edited collection in her very first season. Using innovative practices like sustainable dying done right in her own backyard, and 100% MILK-based fabrics, she proves you can be truly green and gorgeous. We featured her in our Eco Hall of Style: http://www.shopflick.com/shows/Hall-of-Style/Go-Green

What are your Spring/Summer must haves?
A tailored cuff short that pair well with wedges or flats.
The perfect fitting, never stretches tank for a pop of color-I am a fan of Theory’s.
The over-sized sunglasses, can’t go anywhere without them. I get all my shades from Dan Deutsch Optical Outlook in LA.
The Summer dress. I prefer sophisticated to girly sundresses so I keep it light with fabrics and colors rather than an overly flouncy silhouette. Love Stop Staring! for my dresses.

What are your favorite pieces in your closet?
My vintage Wilson’s House of Leather (hello 80s!) cropped leather jacket.
My vintage Versace Kimono Tunic.
My Linda Loudermilk Use me Again and Again Tote (on our site now: Click HERE).
And finally my mother’s in-pristine-condition 1980’s YSL black on black zebra stripe pumps.

What items must every woman have in their closet?
Take a cue from Sharon Stone ala Basic Instinct and get yourself a classic woven button down shirt. A classic button down blouse can we worn sexy with a high waisted skirt and an open neckline or casual with a tailored short or even leggings and a belt…I love having this basic to layer with my crazy accessories collection.

What are some of your favorite industry related sites or blogs?
Style.com and Net-A-Porter are great, but obvious. I like getting insider perspectives from bloggers and friends like author and stylist Barbra Horowitz and Jayne Seward, fashion writer for California Apparel News. Also, StyleMePretty.com is a fabulous wedding/design site that serves as great source of inspiration around mixing colors, fabrics, etc.

Where do you shop?
Where don’t I shop. Never limit where you will and won’t be seen carrying bags from. The truly savvy shopper can go from 5^th Avenue to Forever 21 in a NY minute. I love flea markets and estate sales for that special something, and then of course Shopflick for my basics and dresses and hot vegan heels! Also, I love Diane von Furstenberg. I could spend hours in that store.

What is your idea of a perfect weekend?
My dog, my husband, and sweatpants. What a rarity!

Favorite place in the world?
Turkey. Gotta go. The beaches, the food, the landscape is all breathtaking.

Any final words or advice for the readers? The motto you live by?
Everything in moderation including moderation ;)

All images courtesy of Davida Hall