Fashion blogger Lana Jayne on a shoot. Photo by Hortencia Caires Casazola.
By Jessica Oates
Hollywood celebrities make trendsetting look effortless when they take to the red carpet for the latest gala. But we don’t all have access to personal stylists or million-dollar wardrobes to help us look fabulous.
Fashion blogger Lana Jayne Russo, 26, doesn’t let that get in the way of her passion for chic designs and accessories—with an edge.
Known simply to her followers as Lana Jayne, she first saw her blog, lanajayne.com, as an outlet for creative expression while she studied journalism at Loyola College in Maryland. She never guessed that the blog would one day become a full-time career.
After graduating in 2011, she landed a job in in the editorial department of Details, a men’s fashion magazine published by Condé Nast. After spending some time in that role, she moved on to work for Glamour magazine in marketing.
Though she was thrilled to work for such iconic publications, she yearned for something she could call her own. And she found that her full-time job and daily commute into New York City left her with less time and energy to dedicate to the blog that was so important to her.
Meanwhile, her job had brought her into contact with fashion and beauty bloggers who collaborated with Glamour magazine on a variety of projects. She often participated in promo shoots with them, spotlighting specific brands and products. “My experience taught me just how much fashion and beauty brands value bloggers to wear and report on their products,” she said.
When Glamour told her they’d bring her back for freelance projects if she chose to pursue her blog full time, she knew the time was right to turn her dream into reality.
“Working with other fashion bloggers showed me that it’s possible to make a living as a full time blogger, and I was so grateful to have added support from Glamour,” Russo said.
Even while working for Condé Nast, she opted to stay in Princeton instead of moving to New York. Today she lives in the heart of town with her fiancé Justin Burns, who works in commercial real estate with Chambers Street Properties.
“I love where I grew up (in Montgomery; she attended Montgomery High) and being 10 minutes away from my family,” she said. “I think being a fashion blogger that straddles a small(ish) town and a big city sets me apart and makes me more relatable than some New York City-based blogger whose style is much more aspirational. Even though I’m constantly in New York for events and meetings, being part of the Princeton community is something I value greatly.”
Russo’s approach has gained her steady followers, but her success can be attributed to perseverance as well as passion. She knew that for her blog to be attractive and look professional, she’d need to learn a thing or two about photography and Photoshop—so she took courses in each. She uses a professional grade camera to shoot her own work and diligently edits every post to create a unified brand look across her site. Her marketing experience at Glamour taught her just how important that is.
In addition to creating a consistent look and feel, she posts a new outfit, complete with shoes and accessories, every Thursday. Her followers have come to expect it. Jayne is also in and out the city meeting with friends and marketing managers to network.
“Some days I collaborated with photographers in Hoboken or New York or attend fashion related events, especially during Fashion Week in the city,” she said.
But it’s not all fashion shows and photo shoots for Russo. She dedicates a large portion of her day to responding to email and is always planning her next post. “I wake up early, and the first thing I do is read the business and fashion newsletters I’ve subscribed to to keep up on what’s going on in the fashion world. Style.com is a great resource. And my favorite magazines are Allure, and of course, Glamour,” she said.
Russo said those two magazines are more relatable to her than publications like Vogue, which focuses on brands that are largely out of reach for the average consumer.
“Though I’m definitely inspired by celebrity fashion, I’m interested in how real people wear real things,” she said.
In addition to keeping up with her blog, social media is of critical importance to Russo, who is active on Twitter and Instagram @_LanaJayne.
The most important thing of all? Staying true to your self, she believes.
“There are always opportunities to collaborate with different brands, but you have to be selective about who you choose to partner with. It’s not worth it to fake interest in something. Readers can see right trough that,” she said.
Russo describes her style as one that is streamlined and minimalistic—feminine, but with an edge. “You’ll see lots of gray, white, and black on my site,” she described. Yet, despite the basic hues of her selections, Jayne’s looks are undoubtedly their own.
“I’ll integrate a bold pattern or a loud color. I gravitate towards affordable staples you can mix, match and restyle a million different ways,” she said.
Before accepting an opportunity to collaborate, Russo does her research. If she can spin the style her way, she is all over it. That’s just what happened when Ann Taylor approached her in the spring of 2014 and asked her to style shoppers from their petite collection.
She put her own edgy spin on the classic Ann Taylor line when she paired leather leggings with an undone boyfriend shirt for their blog. She continued to work for the brand through the fall, putting together trendy looks like that with her audience of twenty-something shoppers in mind.
She said her interest in fashion has always come naturally to her. “My site’s become my favorite way to share what I’m wearing, what pieces and products I’m loving and any insider tips I come across from friends in the fashion world,” she said.
One day, she hopes to channel her entrepreneurial spirit to own an e-commerce site, whether its an online store or small batch accessory designs.
“I’ll always keep blogging,” she said. “Even if I do begin to curate something in e-commerce, I believe my audience grows with me, and I want to stay connected with them.”
Advertising and marketing manager of ZenithOptimedia and fellow fashion blogger Jessica Galfo, of Dressed by Jess, “met” Russo online, striking up a conversation in the comments to one of her Instagram posts. They later met for real at a coffee shop.
Galfo believes fashion blogging is how people will digest shopping and get style inspiration in the future.
“Millennials want everything now, and blog’s like my own and Lana’s are helping them connect with what they want,” Galfo said.
Even though blogging has been around for a little while now, in the scheme of things, it is still relatively new. There is no one authority on the subject, so bloggers are constantly learning from each other. Networking is very important, and many opportunities come from the referrals of fellow bloggers.
“I really enjoy and support her work,” Galfo said. “Her blog is a very clean space that feels authentic and original. She puts her own spin on everything she touches. She has a unique eye for discovering things in the marketplace that others might not see potential in.”
Even though blogging is meant to serve the readers, Galfo said she thinks the real intention of most bloggers is to create their own space—something beyong the blog, whether it’s a brand, a boutique, or a clothing line.
“I think that’s definitely possible for Russo. She’s been in corporate America and she knows what it takes to handle a business. She’s definitely going places,” Galfo said.
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