The urban equivalent of soccer mom, Violin Practice Mom has her kids focused on academics and after-school activities rather than sports. Her attitude shapes her taste in footwear - she’s more likely to buy expensive brands than her suburban counterpart. Status is getting her kids into the right college and being the first to wear Minimus at her Hot Yoga Class. Violin Practice Mom is one of six consumer profiles commissioned by Francis Klaess for Formula4 Media.
Queen of the Manor is focused on getting her daughter to horseback riding lessons and everyone dressed for the occasion. Wherever she lives, she always tries to find more time to be at the country house. Combining elegant style with premium quality, Queen of the Manor buys her Burberry jackets and shoes at Neiman’s. She’s a trophy wife and doesn’t mind letting everyone know it. Riding boots from Ariat. Queen of the Manor is one of six consumer profiles commissioned by Francis Klaess for Formula4 Media.
Suburban Soccer Mom drives an SUV or mini-van, schlepping kids to and from school, sports or after school activities. Always busy, always on the go, She is a combination of working mom and inappropriately named ‘stay at home’ mom. Suburban Soccer Mom is one of six consumer profiles commissioned by Francis Klaess for Formula4 Media.
Forget jeans, this shopper lives in her Lululemons. Thank goodness they don’t sell shoes. Yet. Fitness is a major priority. Lululemon Lass runs, goes to the gym and finds time for at least one yoga class a week. She’s always the first to get the newest Nikes. Lululemon Lass is one of six consumer profiles commissioned by Francis Klaess for Formula4 Media.
The historic district of Dogpatch lies on the eastern side of San Francisco with some of the oldest houses in the city, dating from the 1840s. In the last twenty years Dogpatch has attracted a growing community of artists and designers, becoming the latest SF neighbourhood to be colonised by loft studios and chic boutiques.
San Francisco magazine commissioned this portrait of siblings Chris and Ben Ospital, owners of Modern Appealing Clothing, who are converting a stable house on 22nd Street into a new store. MAC started as a Hayes Valley store / gallery and became a popular gathering place for those who combine fashionable tastes with progressive leanings. Ben and Chris Ospital and their mother, Jeri, are on the cutting edge of San Francisco’s Slow Clothing movement, which combines new ideas about beauty with old-fashioned concepts of utility.
Art direction by Ellen Zaslow.