AphroChic is a new lifestyle brand by San Francisco-based, Philadelphia-raised designer/blogger Jeanine Hays. Her mantra and motto is “Modern Soulful Style,” and that’s exactly what her new collection portrays. The launch event for the collection was October 10th at Philadelphia Design Within Reach during DesignPhiladelphia. It featured Jeanine’s collection as well as a panel of bloggers speaking about blogging, modern design, and Philadelphia. The bloggers included Jeanine and her sister/artist Angela, Andrea Pippins of Fly, Kristen Lubbe of Apartment Therapy, and Melinda Lewis of Get Togetha. Also speaking was Jonathan Auty, Regional Sales Director, East for DWR. There was some great discussion on why Philadelphia deserves to be seen as a lively city full of art and design, how blogging has changed media and product exposure for independent designers, and what modern design really is. It was a great event.

What I like most about Jeanine’s collection is that it’s personal, but also appealing to the masses. She has captured a niche in decorating that is completely missing — modern African-American design that feels universal. She’s mashed up culture, modernism, sustainability, girliness, soul, San Francisco, and Philadelphia into one amazing collection that works.

Check out some photos from the event and her collection.