For l'étoile magazine
A New Fashion and Lifestyle Site Focuses on the Oft-Overlooked, Changing Midwest
By Emily Chang
The Midwest isn't typically known for fashion. But a new website, fittingly called The Flyover, sets out to change that, showcasing the hidden beauty and uniqueness of cities in so-called "flyover states" – an evolving landscape of art, design and fashion.
Certainly, the Midwest is not New York, London or Paris, but that doesn't mean it's trying to be. The site, which launched today and is founded by Minneapolis street style blogger Ellen Lawson, strives to capture the essence of what great Midwestern style means, featuring fashion, design and culture in oft-overlooked cities like Minneapolis, Chicago, Madison, Des Moines and Kansas City.
“All of a sudden, we have these nationally-recognized bloggers and stores,” said Lawson. “We know here in the cities what we have to offer, but sometimes people on the coasts are surprised. We're trying to show people the beauty, creativity and new modernity of this part of the country.”
With her distinct, red, pageboy bob haircut, Lawson is known for walking around the Twin Cities, camera in hand and a sharp eye for style. She covers local fashion for the Star Tribune and on her blog, The Minneapoline, and she herself has been featured in Lucky, Glamour, Marie Claire, CNN and Nylon.
“I’m definitely a dyed-in-the-wool populist,” she said. “I’m always interested in what real people are wearing rather than what’s on the runway, although I love that as well. I look for people who have new ideas about how one can dress. And that’s going to be a big part of what The Flyover is. I’m hoping to find the best style that we have to offer.”