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Elise Armitage

Elise Armitage is an entrepreneur and founder of What The Fab, a travel + lifestyle blog based in California. At the beginning of 2019, Elise left her corporate job at Google to chase her dreams: being an entrepreneur and helping women find fabulous in the everyday. Since then, she’s launched her SEO course Six-Figure SEO, where she teaches bloggers how to create a passive revenue stream from their website using SEO. Featured in publications like Forbes, Elle, HerMoney, and Real Simple, Elise is a firm believer that you can be of both substance and style.

Primrose

I think this is my first time wearing a collared dress and while it feels a bit prim and proper compared to the flowy or fit and flare options I usually reach for, I have to say I kinda like it. I added a statement necklace for some sparkle underneath the collar, and I thought …

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New York Fashion Week AW16

When I first started WTFab, a friend asked me what one of my big goals was for it. I told her I’d always wanted to go to New York Fashion Week. Back then, it seemed like such a lofty, potentially unattainable goal, considering WTFab’s readership consisted of me, a few friends, and my mom. Fast …

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February, Instagrammed

I don’t mean to scare you all, but it’s freaking March. Ummm what? It was just Christmas. February included some time spent in NYC and lots of time spent planning a couple big upcoming Google events. Captions read clockwise, starting in the upper left hand corner. Follow along on Instagram, here. Relaxing nights poolside in …

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Love Wall

New York’s weather was kind of a moody betch when we were visiting. After the frigid weekend with a low of zero, it “warmed up” to the 30s when it started snowing. And then the next day it was pouring rain and in the 50s, which felt like freaking summer after the arctic tundra we …

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Zig Zag

If I was a New Yorker, I would totally be a fur person. I never thought I would wear this long, vintage fur coat from my grandmother (who recently turned 100!), but in New York when it was a high of 17 degrees and a low of 0 (and my weather app told me, “Feels …

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Brooklyn

I think I’ve finally thawed out from the frigid cold that was New York a couple weekends ago. I was there for a little over a week for a work event, and stayed for my first New York Fashion Week (I’ll do a post on the shows later!), and Omied met me out there for the …

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Lady in Red

A little pop of red today on the blog to inspire your Valentine’s Day outfits! When I was putting together this outfit I was trying to think of a fun way to combine red and pink for a Valentine’s Day outfit, but to be honest I kinda hate that color combination, even for Valentine’s Day, …

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Game Day Spread

This shop has been compensated by Collective Bias, Inc. and its advertiser. All opinions are mine alone. #GameDayParty #CollectiveBias The following content is intended for readers who are 21 or older. Even though I’m not a sports fanatic, I’ll take any big game day as an excuse to get together with friends and share some …

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Santa Barbara

Last weekend Omied and I went down to Santa Barbara for a little weekend getaway. While it was raining and chilly in San Francisco, we enjoyed some 75 degree weather—until it started pouring on Sunday and we were sitting in a restaurant having brunch and everyone’s phone’s started going off with those crazy emergency alerts …

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January, Instagrammed

And just like that, the first month of 2016 is over. January was filled with good food, busy projects and a quick trip to Santa Barbara. Captions read clockwise, starting in the upper left. Follow along on Instagram, @wtfab. Pretty views from Potrero Hill. New Years brunch at El Techo. Delicious oysters at State Bird Provisions. …

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