Meet the Stylist: Jayne Seward

Jayne Seward Jayne Seward is a fashion editor, celebrity stylist and the founder of the stylish blog VeryVeryChic. Her work has been featured in top publications such as,, Surface and Ocean Drive and she has styled celebrities including James Franco, Brandon Boyd (Incubus), Danny Huston and Coco Rocha (The Face). For the past ten years Jayne was the Fashion Editor for California Apparel News where she produced and styled the photo shoots and covered trends and designers as well as fashion weeks in Los Angeles, New York and Miami. Jayne is also a member of the Motion Picture Costumers Union Local 705 and has worked on projects as varied as "Charlie's Angels: Full Throttle," Ringling Brothers Circus, "Days of Our Lives," Pepsi, IBM and Fedex. Living by the motto "fashion is drama," she channels a cinematic flair into fashion.

We had the opportunity to chat with Jayne and found out more about her journey in the fashion industry! Read below to see what she said:

SS: Tell us the story behind your favorite wardrobe item.

Jayne: I have several, so it’s hard to narrow down, but I love my Prada heels and Aris Geldis necklace. Another favorite item is a vintage fur coat that was a gift from a family friend. I actually traveled to Phoenix, AZ to pick it up. Whenever I wear it, I feel very glamorous, and I’ve had compliments from stylish fashionistas - Janie Bryant and Arianne Phillips included. It was definitely worth the road trip!

SS: What was your most memorable ‘panic moment’?

Jayne: My panic moments are usually based on the everyday challenge of dressing for daytime work to evening events. This is not necessarily a crisis situation, but when you’re on deadline and have multiple projects in the works, arriving at the cocktail party looking glamorous can fall into the ‘panic’ category!

SS: How did you recover from it gracefully?

Jayne: Trekking across Los Angeles to go home for a wardrobe change is not always practical. So, I try to plan ahead and wear an outfit that can go from day to night with a simple change of shoes &/or accessories. Sometimes the event requires a clothing change, so I take a second outfit with me – and carry a steamer just in case.

SS: What is your favorite era for fashion?

Jayne: I’m a fan of the ‘30s. The clothing of the era is feminine, elegant and very chic – especially the eveningwear. I love a gown cut on the bias! I also enjoy the ’50s and ’60s as women really knew how to dress.

SS: What was your big break?

Jayne: I’ve been lucky to work in all aspects of fashion styling and costuming from tv, film and commercials to fashion editorials and celebrities. But so far, a significant breakthrough was assisting Joselle Yokogawa at Apparel News. When she left the company, I was hired as Fashion Editor – a position I held for ten years. While there, I met nearly everyone in the fashion industry in Los Angeles as well as had the great fortune to travel and cover events and fashion weeks in New York, Sydney, Paris, Tel Aviv and Shanghai. Now that I am freelancing again, I’m hoping the best is yet to come!

SS: Whose closet would you most like to raid?

Jayne: Carine Roitfeld. The former Paris Vogue editrix is incredibly chic and wears couture, yet maintains an edgy aesthetic that is true to her signature style. Also, I’ve seen Anna Dello Russo’s closet featured on Jak & Jil – and I have to say, I would definitely like to raid it. She is fabulous.

SS: Who are your favorite designers?

Jayne: That’s a difficult question as I have many favorites – and it changes as I discover new designers each season. But right now, I love Peter Pilotto and Mary Katrantzou – their prints are exquisite. I’m always inspired by Alexander McQueen, Lanvin, Givenchy and Margiela, and wish I had vintage Halston, YSL and Balenciaga hanging in my closet! I’m also a fan of many LA-based designers including Cerre, Raquel Allegra, Clover Canyon, Skingraft and BCBG Max Azria. I’ve covered the swimwear market for years and Mara Hoffman, Zimmermann and Cia.Marítima are at the top of my list.

Connect with Jayne:

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