“The Dia Diaries” Meets StyleCon Los Angeles

Hundreds of teenage girls and women gathered on Saturday, November 7th, in the Hangar OC Fair & Event Center for StyleCon LA. StyleCon—where beauty meets fashion, or in this case, where The Dia Diaries met this phenomenal fashion and beauty event.

Co-founded by Newport Beach entrepreneurs Robyn Grant and Irene Martino, StyleCon is a multi-faceted, interactive platform for all things style – trends, culture, beauty, fashion and fitness. “We developed StyleCon to bring the concept of universal beauty and fashion to all style-conscious women,” said Martino. “StyleCon reaches out to every woman – it transcends age, body type and other typical stereotypes and says ‘Everyone can be fashionable and stylish’ – and StyleCon is the place to discover that,” added Grant.

Co-Founders (Left to Right) Irene Martino and Robyn Grant

Excitement was in the air as the various brands begin to showcase their products, while beauty/style enthusiasts spoke on the panel. Hosted by media darling Alyssa Battaglia, the Style Stage provided endless inspiration as thirty plus bloggers, Instagrammers, YouTubers and the like gathered for panels on topics covering “Trending,” “The Business of Social Media,” and “Perfect Skin at Any Age.” Notable celebrity appearances included: International plus size beauty sensation and super model Tess Holiday, Internationally recognized “It Girl,” Olivia Culpo, Emerging lifestyle guru and fitness expert Cambrie Schroder, and bestselling author, television personality and two-time Emmy nominated E! News Fashion and Lifestyle Producer, Kathryn Eisman.

Voices bustling, music blasting, and girls left and right searching for clothes and beauty products. StyleCon is a beauty/fashion expo that showcases top fashion brands, trends, culture, beauty, and fitness. It’s an event that is great for women and girls who seek to follow the latest in lifestyle and fashion/beauty trends. Not only does this event keep girls in the loop with fashion and beauty trends, but the event itself also encourages women to express their style in a confident way.

We stepped in to The Hangar only to see hundreds of people searching for beauty products, visiting vendors and socializing. As we entered the venue, we were greeted by the guest services who handed each of us a “StyleTote” that contained various products. From zeroUV sunglasses to Morphe brushes, each StyleTote contained individual products from each leading brand.

Initially we assumed that StyleCon would only offer beauty and fashion goodies, but no…that wasn’t all they had in store. 100 Calories in a bag of popcorn? No way, right? Well SkinnyPOP makes it possible. Brands like SkinnyPOP, VitaCoco, and Honest Tea were just a few of the health brands advertising their products out to all the attendees. “The Fit” with Cambrie was one of the many to take the stage. Cambrie Schroder took the panel stage to promote her message on the importance of fitness. We know, we know, working out is sometimes too much, but hearing Cambrie speak so optimistically about her outlook makes us want to change into our cute workout clothes and start hitting the gym!

Several different brands such as Sigma, Morphe, Manna, and much more got the chance to showcase their products to countless girls at the event. Sleekhair brought several stylists and artists to work at the beauty bar and demonstrate different makeover techniques for the attendees. Free eyelash service, free hair braids, $13.99 brush sets?! We could barely contain our excitement. Beauty products such as blush, contour kits, brushes, and much more were all set up nicely on various tables for viewing.

With Fall coming to an end and winter swiftly approaching. Why not start your winter closet shopping? The event featured Topshop’s Boutique and the latest holiday fashions and even a nail bar! People who made a purchase received a complimentary manicure. Talk about a great deal right? Individual grass-designed pillars reading “Topshop” and Distressed denim pieces, leather jackets, and even accessories such as suede backpacks and fringe bags—all on display and ready for purchase at the Topshop section.

StyleCon also put together a dance routine done by a group of youthful teenage girls. The trendy and talented pack danced to popular hip-hop songs and captivated the crowd.

The event was definitely one to remember because it brought so many people with the same interests to one place. Not only was the event fun with tons of goodies, but it had a positive message—style begins with YOU.

StyleCon 2015 Video


By: The Dia Diaries Contributor, Tiffany Tran
CHANDIA BRENNENChandia Brennen is a Certified Image Consultant and CEO of ItsGood2bME Fashion Consulting and Image Management based in Los Angeles CA, Chandia has been in the Fashion industry for over four years. She has worked for dozens of publications and holds the title of Senior Fashion Editor in both LA and NY. Chandia is a fashion scout for a Design Agency in NY and Brand Ambassador for HairEverywhere Luxury.


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