Bold, brash and beloved

PUBLISHED : Friday, 20 January, 2012, 12:00am
UPDATED : Friday, 20 January, 2012, 12:00am


I am tacky and I embrace it. I like to dress in a ghetto fabulous way. My personal style is loud and fun

It's hard to miss Shana Rasnavad. She's the one with the wild shock of curly hair, the oversized hoop earrings, the colourful ensembles and the perilously high platform Chuck Taylors.

'My big hair dictates what I wear and I always go for it,' says the stylist and sales trainer of Lane Crawford and Pedder Group.

Kansas-born Rasnavad moved to Hong Kong from New York almost four years ago. She has a fashion merchandising degree from the Fashion Institute of Technology. 'But even before going to school to study, I was in fashion,' she says. 'I was a shop girl for 12 years and I did all the different departments, even children's apparel. I feel like I've always been in it.'

Prior to moving to Hong Kong, Rasnavad worked on the sales floor at Jeffrey's, the fashion heaven for truly stylish New Yorkers in the Meatpacking District. 'I love being on the sales floor. I love being in the middle of the action and learning about what customers are buying and what they expect from the store. I don't think you can take me away from all that,' she says.

Given her background, it comes as no surprise that her wardrobe is stocked with racks and shelves of special pieces such as shoes from A-list designers like Alaia and Christian Louboutin, clothes from Prada, Balenciaga and Thom Browne, and cases of accessories that echo the collections seen at On Pedder. Her favourite accessory is a heavy Dries Van Noten necklace that has been made using stacks of bangles.

'It weighs you down, but I love it anyway,' Rasnavad says. 'A lot of people would say that my style is tacky. But I admit I'm tacky. I embrace it,' she adds.

'I like to dress in a ghetto-fabulous way, a Latina look from the 1990s. My style is all over the place. It's a little bit loud and fun, which is exactly my personality. I also have a lot of crazy pieces in my closet.'

By crazy pieces she means a DSquared2 denim jacket, graffiti covered flats, an orange fuzzy vest from John Galliano, and more.

'There is nothing understated about my style,' she says with a laugh. This is why you will never see her in just a T-shirt, jeans and flats.

'One of the reasons I love living in Hong Kong is that people here really go for it when it comes to fashion. They commit to a look. I see a lot of people who dress crazier than me. I like seeing people who respect and love fashion,' she says. She also likes Tokyo.

Among Rasnavad's style icons are Sophia Loren and Penelope Cruz because they are curvaceous like her. She also admires the off-beat, indie style of Chloe Sevigny and the glamorous vixen look of Carine Roitfeld. 'With anything you wear, be confident, because it will always show in how you carry your clothes.'