You’ll probably be utterly unsurprised to learn that I have a bit of a penchant for any platform that marries fashion with technology. Nowness floors me with its seemingly agenda-less beauty. The film of Lily Donaldson’s tumbling ‘Flying Hair’ for example:
As does SHOWstudio with virtually everything it ever produces, but the latest fascination of mine is editorial come to life. Moving, shop-able content that puts a stop to the frustration of never being able to track down the pieces you’ve seen in a magazine.
Most recently Net-a-Porter.com did it with their new ‘watch it, shop it’ TV channel, but pioneering this development is one of my favourite sites Pret-a-Rever.com.
I asked founder Lucy Norris to tell all:
1. Explain the premise of Pret-a-Rever.com
PretARever is a fashion and culture magazine that focuses on directional
trends. The really interesting thing about PretARever is that it
intelligently combines shopping and editorial, as luxury items are all
curated within the stories. Being inspired – and actual physical shopping
often happens in two different places. Therefore, I wanted to cut out the
stage in the process where people often get lost – the part where they have
to remember which magazine they saw something in, and get themselves to a
shop. The capability to actually shop stories, that discuss not just
fashion – but world issues (whether they be cultural, political or
environmental) – is empowering.
Above all PretARever is about fashion, luxury and the world at large. That
is it. No celebrities, no high street labels.
As a trend forecaster, I respect fashion, just as anyone else would
respect art. I want consumers to not only be privy to ‘get ahead trends’,
but for them to see that fashion really matters.
2. In roughly five sentences tell us about an average day in the
Fundamentally, no day is the same. The weeks are carved up into
intense periods of completing various tasks. I study the runways shows in great
detail, and will spend a week doing nothing but this, for 12 hours a day.
Then, once I understand the trends, I’ll delve deeper. I’m lucky enough -
some days – to just be researching the origins of the season’s
trends/collections – that’s when I am happiest.
3. What is the future for the site?
To reach beyond the fashionistas, and to the intelligent women who write off fashion as silly.
4. Give us three reasons why we should all log on to
Pret-a-Rever.com right now
Well, if you loved Marc Jacobs A/W 2011 dotty collection this week, in NY,
then you should check out our Balenciaga’s Spain story. With an ‘origin of
a polka dot’ take on things, look to the flamenco for inspiration -
and shop some get-ahead polka dot pieces now – because the stores will be
full of them come July.
If you want to understand why the colour orange is so big this season,
take a glance back at our A/W 2011 ‘Rabanne’s Patina’ story. No one else
seemed to be talking about orange or rust, we covered it first – last July.
The third reason? Well that’s up to you. As much as I embrace trends, I
see them not as a dictatorship, but something you decide upon. Fashion is
about cherishing your choices. I want PretARever to help you find a trend
you might just love forever.
5. What’s your top tip for clothes shopping online?
Shop early. The pre-collections are where all the get ahead pieces are.
Designers are doubling the size of these collections, because they are
commercially so successful. Get online early and shop Cruise and Pre-Fall.
Not only will your luxury item be relevant for longer, you can bag yourself
a mainline hero piece three months earlier. Designers often drop in an
exclusive preview piece for all those die hard trendsetters…
So there you have it. Lucy has just published some hot off the press stories to coincide with LFW – not to be missed people…