Daily Front Row

2010 May 4

Decadestwo Teams Up With InStyle.com

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Ariel Foxman
BILLY FARRELL/PatrickMcMullan.com View Gallery

(NEW YORK) It appears that editorial/retailer partnerships are getting stronger (and more interesting) by the moment. The latest development? A partnership between InStyle.com and Decadestwo. "We're always looking for new and exciting ways to bring exclusives to our reader and enhance the shopping experience online," said InStyle's editor Ariel Foxman. "I had breakfast with Christos [Garkinos] in Los Angeles, and I was blown away by the number of exclusive consigners Decadestwo has, both high-end vintage and contemorary."

Garkinos unveiled his plans to embark on a nationwide tour, and Foxman conceived of a way to bring a different closet to InStyle.com readers on a regular basis. "We have an audience of millions of women who shop if not daily, weekly, who are incredibly interested in the designer and celebrity worlds," said Foxman. "Our missions dovetailed together!"

And today, "Decadestwo'sday" launches on InStyle.com. Every Tuesday, the site will feature a selection of the boutique's clothing and accessories curated from the closets of consignors such as Sarah Jessica Parker, Courtney Love, Rachel Zoe, Selma Blair, and Julianne Moore. Customers may then purchase the goods, from labels like Balenciaga and Chanel, through a dedicated reservation email found exclusively on InStyle.com. Garkinos will begin his stint as a contributor to InStyle.com's "What's Right Now" blog. He will not only address the merchandise, but also answer reader questions and provide shopping advice. Today, the 200th person to follow Decadestwo on Twitter will have a chance to win a Fall 2008 Versace dress worn by Garcelle Beauvais (and purchased from Decadestwo) to the premiere of Valentine's Day. 

"We have a full e-commerce portion to our site that we've had for years, with hundreds of thousands of transactions," Foxman continued. "It's a very robust shopping site within InStyle.com, and we've partnered with retailers over the years from Nordstrom to Neiman Marcus. In fact, we were the first to partner with Gilt.com. This is a long road we've been on with retailers. Other than the immediacy of the Internet, the ability to buy the things we've engaged you with is what we really try to deliver." InStyle.com earns 2.2 million unique visitors each month, as of March 2010, and boasts a Twitter following of over 1.6 million. "This project seems to fit right into our agenda," said Foxman. "We're doing something fun and voyeuristic at the same time!"
ASHLEY BAKER