ShopGrl.com is working with Christian Siriano on a capsule collection that will be available on the site during New York Fashion Week.
The Web site, which is aimed at Millennials, launched this month and is the result of a collaborative process by three sisters: Danielle, Arielle and Michaela Nachmani. Each one represents a different viewpoint on the site, which began beta testing in February and has been tweaked and upgraded over the summer.
For the spring collections, ShopGrl has developed a 10-piece capsule line with Siriano that will be available for purchase on the e-commerce component of the ShopGrl Web site starting today. Two of the pieces are exclusives from Siriano’s runway show on Saturday, and the balance designed by him just for ShopGrl. And while Siriano designed multiple pieces, it was Danielle and Arielle who made the final decision on which ones to showcase.
“I’d like to collaborate with a different designer every season. I started with Christian because we’ve had a long working relationship,” Danielle said.
Her plans include working with jewelry and footwear designers as well.
The aim of ShopGrl is to democratize high-fashion by adapting trends to price points that are affordable for the consumer between the ages of 18 to 27. “We want our site to be accessible to everybody,” Danielle said.
Danielle, the oldest at 30 and the site’s creative director, is a fashion and celebrity stylist who has the aspirational viewpoint. She’s styled for celebrities such as Mary-Kate and Ashley Olsen and Ethan Hawke, as well as runway shows for Mara Hoffman and Timo Weiland. Arielle, 26, has a following through her street-style fashion blog somethingnavy.com. Michaela, 22, curates the bohemian look at the site.
ShopGrl offers merchandise from other designers as well, such as Paige Denim, Superga and Jenni Kayne. According to Danielle, the dress category on the site so far has the most volume in terms of orders.
The site is family-owned and operated. Their father, Oded Nachmani, is funding it. He cofounded Coolwear in 1985, an apparel firm that manufactures private label apparel, as well as product under the Coolwear label for the juniors market. Many of the offerings at ShopGrl are produced in the U.S., with those under the Something Navy label manufactured through Coolwear. According to Oded, “At some point there might be a need to seek outside investors, but so far the company is making a profit and we are able to reinvest that into the company.”
While Danielle wanted to bring a runway sensibility to the site, Arielle’s blogging and her social media followers gave her the idea of “creating an e-commerce site and converting her blog followers into shoppers,” he said. Arielle has more than 98,000 followers on her blog, 3,744 Twitter followers and more than 35,000 followers on Instagram.
“I don’t think Arielle eats breakfast without posting a picture,” Danielle said, noting that both Arielle and Michaela will be blogging right after the shows that they are attending at fashion week.
Oded also noted that the site now has more than 400,000 unique visitors, up from the 250,000 it had during its beta test, with much of that traffic generated from the styling and blogging activities of the two older sisters.
With about 5,000 orders a month, he said the basket total averages $50 an order.
The annual Veuve Clicquot Polo Classic in Pacific Palisades this weekend drew Kate Hudson, Tracee Ellis Ross, Laura Dern and more. See pictures of the star-studded event on WWD.com. (📷: @chelsealaurenla) #wwdeye
In his new book “Hollywood Royale,” Andy Warhol’s Protégé Matthew Rolston celebrates the Eighties revival of Hollywood glamour. Featuring more than 100 portraits taken by Rolston from 1977 to 1993, the book contains photos of icons like Michael Jackson, Cyndi Lauper, and @drewbarrymore, pictured here in 1991. “Hollywood Royale,” out today, will be accompanied by an exhibition opening at Los Angeles’ Fahey/Klein Gallery on March 1. #wwdeye
"Nowadays when life is not so happy with everything going on in the world, I think people come to me for a little bit of whimsy and color and fun." - Designer Rebecca De Ravenel on her cult-favorite jewelry line. (📸 : @vsteves) #wwd40
“Everyone is talking about how the retail industry is struggling, but I think it’s an incredible time because brands who are doing something different and innovative are setting themselves up for the future,” said @adamgoldston, who founded the luxury athletic brand @apl with his brother @ryangoldsten. The Goldston’s are part of WWD’s 40 under 40: a group of industry notables. See the rest of the list on WWD.com. (📷: @vsteves) #wwd40
@eyeswoon blogger Athena Calderone debuted her first-ever cookbook, “Cook Beautiful,” which is heavily centered on the presentation and visual expression of food. Pictured here are her miso glazed carrots from the book. Get the recipe on WWD.com. (📷: @johnny_miller_) #wwdeye
“It’s passion that helps get anybody to a certain point and it’s what’s propelled me,” said Kith founder @ronniefieg, one of WWD’s 40 under 40: a group of industry notables who are changing the face of retail, fashion and beauty. Fieg, who opened a Manhattan flagship on October 7, began his career at age 13 as a stock boy and salesman for footwear chain David Z. “I think staying true to [my] beliefs, hard work and passion have gotten me to where [Kith] is today.” See the rest of the 40 at WWD.com. (📷: @vsteves) #wwd40
25-year-old @samweaving is about to break out this fall, starring in Netflix’s horror film “The Babysitter,” fittingly out today on Friday the 13th. That’s not the only place you’ll be seeing her, though — Weaving’s got a role Showtime’s “SMILF” and another alongside Frances McDormand and Woody Harrelson in “Three Billboards Outside Ebbing, Missouri.” Though she’s got a full plate at the moment, there’s one role she’s got her eye on: Marilyn Monroe. “I’m a little too young at the moment, but it’s on my bucket list,” the actress told WWD (📷: @dandoperalski) #wwdeye
BFF's Poppy Jamie and Suki Waterhouse celebrated the launch of their bag line Pop x Suki at Nordstrom last night. "The line is really about our friendship, and how we are so different but complement each other," said Waterhouse. 👯 (📷: Katie Jones) #wwdeye
After designing the new @louisvuitton and @bulgariofficial flagships and a @chanelofficial boutique opening in Japan, @petermarinoarchitect has another project on his plate: The Lobster Club. Located in the Seagram Building, it’s the famed architect’s first restaurant project in New York, serving up modern Japanese brasserie-style cuisine. Bronze hues, bespoke material detailing, blush and chartreuse tones and a heavy emphasis on Picasso can be seen throughout. Mark your calendars for Nov. 1 for the much-anticipated opening. (📷: @clint_spaulding) #wwdeye