Well this is a fun spin on the traditional blogger campaign! If you missed the launch, Material Wrld is a curated, online fashion resell community. Unlike other players in the luxury consignment space, Material Wrld focuses heavily on content, allowing members to peek into the closets of prominent bloggers and fashionistas like Leandra Medine aka the Man Repeller, designer Steven Alan, and freelance stylist/blogger Chelsa Skees. Co-founded by Jie Zheng, formerly the international director of ecommerce at J.Crew and Rie Yano, a former digital media marketer for Coach, the site has been termed by the Wall Street Journal as "Fashion's New eBay," and quickly grown to over 15k unique visitors, 6k active users, and 100 curated closets in just a few months.
Each Thursday, the site features themed closets, and currently they are featuring New York City fashion PR Girls Mallory Blair, co-founder of Small Girls PR, Sara Flores, Vice President of Bollare Communications, and Lauren Levinger, PR Manager at Coach. When asked about the choice to feature fashion PR faces as part of the closet feature, Rie Yano explained:
New York is the hub for many of the amazing fashion brands we follow closely. My co-founder, Jie Zheng and I wanted to feature the stylish girls that are often the creative minds building the voice for these brands. Our goal was to give users a chance to peek into the personal closets of these influencers through Material Wrld.
Each of the closet pages features a dozen items hand-picked by the fashion PR as well as a short biography and style Q&A. We learn than Sara Flores is originally from Los Angeles and loves vintage tees. Mallory Blair has a penchant for style from Bankok and Lauren Levinger not only has a rescue puppy named George Clooney, but also a pair of Alexander Wang booties in my size for a mere $150.