Fashion

April 16, 08

Makeover Madness

In Style magazine brings its pages to life in Miami Beach

By Mary Damiano

I’ve been indulging in a day of fun and pampering every year for three years. I’ve gotten flawless manicures, had my face done by a professional make-up artist and enjoyed free goodies, hors d’oeuvres and cocktails, all in a relaxing beachside paradise. I’ll be doing it again this year — and you, too, can get in on the fun when In Style magazine brings Inside In Style to Miami Beach, setting up tents on Ocean Drive at 11th Street on April 19 and 20.

For less than the cost of a nice dinner, attendees will enjoy a day of activities and entertainment, including runway fashion shows, a live concert by The Dey, makeovers, skin consultations, spa treatments, wedding cake tastings, shopping and an abundant gift bag filled with goodies from sponsors, which include Essie, Hidalgo and JLM Couture, Born, Bud Light Lime, Dockers, Heidi Klum by Jordache, Keds, Kmart, The Laughing Cow, LeSportsac, Ritani, Scünci, Sephora, Shiseido and Smoothie King.

The happening first came to Miami Beach in 2005, expanding on a 2002 Chicago event. The In Style folks wanted to get closer to their readers and were looking for a way to bring the magazine pages to life, said Katrina Szish, national correspondent for In Style.

Szish, who will be at the event giving talks and getting to know the magazine’s readers, said Miami Beach was a no-brainer. “Everything about it, from the weather to the people to the attitude of Miami, lends itself to a fun event.”

Inside In Style has grown beyond Miami, Szish said, attracting women from all over the country, many of whom use the occasion for a girls’ getaway weekend. Last year, more than 2,000 people attended.

This is the fourth year In Style has partnered with the Junior League of Miami, giving them 100 percent of the ticket sales. Junior League members help promote the event and provide volunteers throughout the weekend.

“The fact that the Junior League is pioneering champions of women and women-related issues made it a perfect fit for In Style,” said Szish.

Teresa Thornburg, the Junior League member who chairs this year’s event, said the proceeds from Inside In Style help support the League’s work with various community organizations, including the Children’s Bereavement Center, the Miami Lighthouse for the Blind, Institute for Child and Family Health, and H.E.A.R.T. (Health Education Awareness Resources & Teaching) Program.

So while the women who attend Inside In Style get a day of beauty, fashion and goodies, the women who work at the magazine get something out of it, too.

“It’s great for the In Style name to be out there, it’s great to interact with our readers and it’s great to be able to do something for a local cause,” Szish said. “In the end, everybody wins.”

Inside In Style will be held April 19-20, 11 a.m. to 4 p.m., on Ocean Drive at 11th Street in Miami Beach. Tickets are $15 in advance, $25 at the door. For tickets and information, visit www.instyleinsider.com. For more information on the Junior League of Miami, visit www.jlmiami.org.