On Polyvore, anyone can be a fashion editor. The Mountain View, California startup, which attracts 13 million unique visitors to its site each month (more than any other fashion website), allows users to create stylish collages or “sets” using any image on the Web. Looking just like pages torn from fashion magazines, sets indicate which looks and trends consumers are currently into, and brands and advertisers are taking note.
Last year, luxury goods department store Bergdorf Goodman hosted a contest wherein Polyvore users were tasked to put together a New York Fashion Week outfit for fashion director Linda Fargo, subsequently sending the winner to the Michael Kors show. Clothing retailer American Eagle Outfitters asked users to create sets with its products, and the best ones were featured on its Times Square billboard.
More recently, Polyvore and Cover Girl presented the Polyvore Live fashion show during Mercedes-Benz Fashion Week. The event was streamed live on the Polyvore website and showcased the work of four Fashion Institute of Technology graduates, with popular fashion bloggers modeling the designs.
Says CEO and co-founder Jess Lee, “We're democratizing fashion. We're giving people, not fashion editors, the voice to define taste.”