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April 28, 2011 2:29 PM

Fashion, Media

Satine Boutique Goes Virtual

L.A.-based boutique Satine is virtually opening its doors to a much bigger public. The favorite-to-the-stars boutique has relaunched its Web site -- www.satineboutique.com -- this week adding original editorial content to the shopping experience....

L.A.-based boutique Satine is virtually opening its doors to a much bigger public. The favorite-to-the-stars boutique has relaunched its Web site -- www.satineboutique.com -- this week adding original editorial content to the shopping experience. satine.jpgAccording to owner Jeannie Lee, Satine's new site is an effort to give online shoppers an idea of what shopping at the boutique -- which carries a mix of well-known designers including Lanvin, Isabel Marant and Azzedine Alaïa and hard to find indie favorites like Tsumori Chisato and Mirco Giovaninni -- itself is like. "That's the only way for people who can't come to our store, to have the experience as to what it is like to shop here and give them our point of view," Lee told WWD.

And that point of view is well represented on the store's new online home. "We really felt that the old site wasn't reflective of our personality. We wanted to make sure it really had our DNA and our point of view, something boutique-y, small and a little bit quirky," she added.

To that effect the new site includes two bi-weekly editorially minded features -- "Satine Diary" and "Je T'aime".

The "Satine Diary" section is pure content according to Lee, housing designer Q&A's, street style snapshots and the Satine playlist, recommending music to go with featured trends. "Je t'aime" is where the Satine teams tries their hand at merchandising, with not only product shots and runway photos but styled original content. "Je t'aime gives us a chance to merchandise the site in a way that tells a story. as opposed to just looking at a bunch of dresses," Lee said. In addition to the two new sections, Satine has also added a daily blog where the boutique's team covers "the length and breadth of fashion, music, design, street-style, film, pop culture and anything at all that is inspiring."

Satine's celebrity client list includes Rachel Zoe, Nicole Richie, Mary-Kate and Ashley Olsen and Kirsten Dunst.
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