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If you think you have an interesting "Today's Woman" topic, you can contact Candice Madsen at cmadsen@ksl.com. The creators of a new fashion magazine say their goal is simple: present the best of fashion without all the trash. Eliza launched last year and has already found a following of readers who appreciate a modern approach to modesty.
The magazine is the brainchild of Editor-in-Chief Summer Bellessa. She's worked in the fashion industry for years as a model and says being modest and being stylish don't have to conflict.
Let's face it, as far as the fashion world is concerned, thin is in and so is a lot of skin. Eliza is aimed at making a different contribution by promoting modesty and high moral standards instead of sex.
"We wanted to have a magazine out there that didn't have all the negative kinds of things but still made fashion fun," Bellessa said.
Bellessa is LDS but says her writers and staff come from various backgrounds and faiths. "The group that we have well understand that we want to do something positive with high modest guidelines and positive role models and uplifting articles," she said.
Topics range from travel to emergency preparedness and volunteer work. Bellessa says they also make a concerted effort to present fashion without the fiction. "We'll retouch if there's a wrinkle or a zit, but we try not to retouch bodies. We don't want to give one idea of what beauty is," she said.
The magazine is based in LA, but the majority of ads come from Utah-based companies that sell modest clothing.
"It's exciting for people outside of Utah to have a magazine that highlights these companies that they can get excited about and support," Bellessa said.
Eliza is sold in select bookstores and clothing boutiques around the country. And so far, the feedback has been positive. "We've gotten notes from dads saying, ‘Thank you so much. My daughter thinks your magazine is so cool, and I think it's cool because it's modest,'" Bellessa said.
The magazine comes out quarterly. It's named after Eliza Doolittle from "My Fair Lady."
