Site promises celebrity fashion fix Sunday, October 18, 2009 By Catherine O’Mahony A recently launched celebrity fashion website has already built up 20,000 regular users among Irishwomen.
The site, Whatshewears.ie, gives daily updates on who was wearing what at events such as London Fashion Week and the Oscars and brings them into an Irish context, offering advice on where various items can be sourced from Ireland, or on which high street chains have copied catwalk looks.
Site founder Anne Marie Boyhan said it was aimed at professional women aged 25plus who were interested in fashion and often didn’t want to wait for the next issue of their favourite magazine to find out more about it.
Many have also cut their spending on glossy magazines at the moment, she added.
‘‘It is quite different from anything else out there,” she said. ‘‘There’s no gossip on the site whatsoever, so this is for people who are quite serious about their fashion interests.”
The copy is mostly written by Boyhan herself, with input from a team of five other writers, including Amy Huberman’s stylist, Ingrid Hoey.
Design is by Ivan Morgan. Boyhan has been working quietly on the project since last February, but officially launched it last week.
Boyhan is a marketing executive with six years’ experience in digital marketing, including senior positions with Ireland.com and Daft.ie. Most recently she was the campaign manager for the Ideas Campaign, which earlier this year sought ideas for Irish economic recovery and renewal.
Boyhan said she hoped the site would become a dedicated marketing platform for brands to target Irishwomen. She said she was on the hunt for sponsorship and content partners, ideal from a fashion retailer.
The site has already been adopted as the fashion site for MSN and Independent.ie.
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