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Social Studies: 10/8/10

The latest social media updates from the fashion world.

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I-ELLAcom

I-ELLA.com

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HOTELS CAN BLOG TOO: The Standard is taking a stab at editorial with the launch of its new Tumblr-based Web site. The hotel, with locations in Hollywood, downtown Los Angeles, Miami and New York, unveiled standardculture.com this week. The site is packed with a combination of user-generated and original content, produced by visiting editors, an “anonymous” voice who goes by the name Stand D’Arde and a slew of guest contributors. “We wanted to create a central hub to embrace the diversity of The Standard as both a hotel and a lifestyle. As our audience continues to build online, social media has become increasingly important to enhance and engage with our community,” vice president of communications Lucy McIntyre told WWD. Other features include image galleries, a section with free downloadable playlists, a video booth where guests of the hotel can upload stories and photos, a city guide and the Standard Bloggers, who will cover events, cultural news and music reviews.

The latest social media updates from the fashion world:

TWITTER

@erinkaplan: Just got pulled over by a cop 'cause @mrjoezee was texting and driving...cop asked if Joe and I "were together.” AWKWARD

@ManRepeller:
Paris Fashion Week is like the Olympics of Man Repelling. Brilliant. So what Man Repeller is trying to say is that Paris is the Michael Phelps of fashion week.

@NicoleMillerNYC is on a quest to reach 100,000 followers. They just reached 92,000 yesterday, so only 8,000 more to go! #youcandoit



FACEBOOK


The Gap, which has famously had the same logo for more than two decades, is deciding to switch things up. The brand is asking its 695,238 “likes” to submit designs for a new logo.


BLOGS AND WEB SITES

Refinery29 teamed up with Lucky Magazine and American Express Zync on the launch of a new virtual marketplace that houses a hand-picked selection of New York-based boutiques and designers. The Zync Boutique made its debut on refinery29.com Oct. 1, providing users with up-to-the-minute shopping deals and flash sales on a daily basis, including brands and stores such as Steven Alan, Apart and Oak. “We’re focusing on more independent retailers and designers,” Refinery29’s founder and executive director Justin Stefano told WWD. “The idea was to bring New York retail life online in a compelling way and provide an active retail shopping experience.” This platform also allows users to interact with editors from Refinery29 and Lucky, and if consumers have a burning shopping or style-related question (Based on my skin tone, should I go with the red- or navy-based Steven Alan flannel?!), they are guaranteed a response straight from an editor within 24 hours. Another feature that sets this apart from other flash sale Web sites is the fact that all merchandise is current — as opposed to selling pieces from seasons past at bargain prices just to get rid of them. Because we know what a #whitegirlproblem it is to wear last fall’s black coat when everyone knows the must-have outerwear color is camel. In the following months, Refinery29 also plans to introduce limited edition product and pieces that you can’t find anywhere else (but at a good value, of course). Stay tuned.

It almost felt like a punk when Mary-Kate and Ashley Olsen waited until the last minute to switch the venue of their spring show for The Row from New York to Paris — making dedicated fans all over wait another three weeks. And although it seemed like an eternity, it was worth It and, fortunately for you, it was captured on video. The brand released a behind-the-scenes video Monday, giving fans the ability to watch the show virtually, as well as see interview footage with the Olsens and get a peek inside the atelier. Watch the short film at Bing.com/therow. Also in fashion shorts, Love magazine and Versace released their new film, “Modelgeddon,” starring Alessandra Ambrosio, Ana Beatriz Barros, Claudia Mason and Julie Ordon, with creative direction by editor in chief Katie Grand. The film is live on versace.com.

Billed as the “eHarmony of accessories” by founder Mariah Chase, Send the Trend matches members to the accessories that best illustrate their personal style. Based on a six-question survey users fill out when becoming a member, the site makes a custom selection of jewelry, a scarf or even a pair of sunglasses on a monthly basis. Every item on the sendthetrend.com is $29.95 and users will receive monthly e-mails with next product picks chosen for them.

I-Ella
is an invitation-only online marketplace where users can buy, sell, borrow or swap clothing and accessories, but what makes it unique is the strong charity component implemented by founder Ella Gorgla (she urges companies to donate 10 percent of revenue to charity). Here’s how it works: for buying and selling, a seller selects a price (suggested in 35 to 40 percent less than retail) and gets to keep 90 percent of the buy price. I-Ella.com keeps 10 percent of the transaction and then donates 10 percent of that fee to a charity (chosen by the buyer). In regards to swapping and borrowing, it’s $5 to swap any item and items can be borrowed in week or month intervals. Additionally, there’s an Insider’s Closet component of the site that features celebrity auctions. Mary Alice Stephenson, Veronica Webb and, most recently, Whitney Port, donated pieces from their own closets and sold them on the site via auction, all proceeds going to charity. "I was beyond excited when I heard about I-Ella’s quest to utilize fashion for charity. I was able to select some great pieces from my wardrobe to auction off and know that the proceeds are going to charity,” Port told WWD. Some of the items the reality auctioned off were a Diane von Furstenberg strapless dress, a Mara Hoffman kimono dress and a Catherine Malandrino halter dress.

*Note:
Social Studies is now a weekly feature that will come out every Friday. To be considered for inclusion, all pitches and scoops must be submitted by Thursday at noon.