Shannon Yoachum

Inside Fashion: Interview with Shannon Yoachum, Editor-at-large of LOLO Magazine

Last month model Anya Brill and I went to NYC on a whirlwind trip for Fashion Week. Anya and I formerly had the pleasure of meeting Lauren Scruggs, who did a write-up about Anya in LOLO Magazine. Read the story here!


When I heard that Shannon of LOLO would be at Fashion Week, I had to get an interview, being a big fan of LOLO Magazine myself. Here is Shannon, in her own words. Oh, and the photo is by Jaclyn Welch of Streets of Sparkle


Shannon Yoachum I am the Editor-at-Large of LOLO Magazine, a full online lifestyle magazine that unites fashion, beauty, food and fitness, all things that make a woman feel beautiful inside-and-out. I graduated from the University of Texas at Austin in 2010, and now I split my time between Dallas and the wonderfully weird city of Austin.


Ever since I can remember, journalism and fashion have been on my mind. My passion for writing quickly became an outlet for me throughout the years. Mixing in my love for fashion and trends has resulted in reporting at New York Fashion Weeks for the past several seasons. I have also written for several publications: Fashion Reporters, Fashion Windows and UWeekly Austin (where I had my own fashion column each week). Fashion has become my life.


Traveling to experience the shows first-hand is like a dream come true. Writing about trends and funky finds are an amazing way to fill my creative needs. I enjoy sharing these experiences with others and spending time with my friends and family.


A little extra about myself: I enjoy dancing, wake boarding, surfing and snowboarding when I get the opportunity. I heart the Beatles and 80’s movies. I collect handbags, shoes and of course sunglasses. Oh, and I love blogging! Check out my style blog, LOLLY.


Shannon, tell me a bit about how LOLO magazine got started, and your role. What is your favorite thing about working with LOLO?

Lauren had the opportunity to start her own magazine. In the beginning phases of her designing, and deciding what articles would be posted, she asked me to be one of her editors. Lauren and I write the content along with several of our contributing writers. My role is to not only write my own articles, but also edit what the writers send. Lauren and I format the articles and photos so they will look fabulous in the magazine as well! We have an amazing web designer, Josh, who has made LOLO look amazing.


I love writing for LOLO, especially because all of the categories are things I am passionate about as well. I also have a style blog called Lolly. Here I post photos of personal style, street style, fashion week diaries and more. Check it out


How was your overall experience of fashion week this year? What do you love the most about fashion week?

I have attended New York fashion week three times now. I love it every time I go. Each trip is different with its own experiences. This season, I really enjoyed the Diesel Black Gold Show. That was one of my favorites along with Mara Hoffman (always a favorite of mine).


As a first-timer this year, I had a blast watching the street style photographers picking people out of the crowd. What do you think they look for? What trends are hot right now?

I love street style. I also try to capture street style where ever I am, especially while in New York. I look for something that catches my eye, whether that is a bright color or awesome shoes. For the spring, neon and bright colors are going to be hot. We saw this all over the runway in September.


What trends should we look out for in the fall?

A lot of sixties inspiration for fall … AND prints!


What are some of the things inspiring LOLO this season?

NEONS will hopefully be seen in the magazine this Spring. I am obsessed with them. Bags, shoes, pants, tops and so much more!


Imagine you had a full, unplanned day in Manhattan to do as you liked … where would you go? Eat? Shop? Sightsee?

I love to shop at LF in SoHo. I like to eat at Mermaid Inn and the Mercer. I adore Broadway musicals. You can always find me sneaking off at least one night to see a show, or going to the Ballet. I love the night life in the city!


Could you contrast Texas style with style in NYC?

I always joke that I have an entire wardrobe just for NYC and fashion week. A lot of the things I wear to the shows or out in the city, I do not wear in Dallas or Austin. The city is a place where you can feel confident and be bold. I tend to tone it down a bit when I am in Texas.


Which celebs did you spot sitting front row at the shows?

This season I saw Brad Goreski, Whitney Port and Emmy Rossum to name a few! (Read More)  In September we saw a TON! (Read More)



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