About Me

I’m Samantha Klaassen (you can call me Sam). As I approached 30, I did a lot of reflecting on, among other things, how the timeline we’re told to keep up with in our twenties is a total scam.

As a twin, that truth hits even harder. My sister is married with a baby in Dallas; I’m in New York, single and working in fashion. We’re the same age with the same background but living totally different lives. For a long time, I saw that contrast as proof I was behind. Now, I see it as an opportunity to create a space that meets women wherever they are — a reflection of the strength of our relationship in spite of the different chapters we’re in — and that’s why I named this little passion project of mine after our birth date.

Because at its core, that idea — finding connection in the middle of difference — is what style represents to me. Style and beauty aren’t just about products; they’re about how we live with them. The pieces we buy, the trends we test-drive, the rituals we reach for on good days and bad — together they form a reflection of lives that are constantly in motion.

A little background on me: I studied journalism and fashion media at SMU, got my start interning in the beauty closet at ELLE, and began my post-college career as a fashion assistant at Marie Claire. Now I’m in buying at Bloomingdale’s — currently for designer collections, previously for fragrances and bedding. Earlier this year, I started posting on TikTok on a whim, and it reminded me how much I love sharing — not just the outfits themselves, but the stories and context behind them. I’ve also missed writing, which is why October Eleventh felt like a natural next step.

It’s all the things I love: great outfits, beauty recs, and oversharing — delivered straight to your inbox every Wednesday.