INSIDE JOB: Fashionable Parisians (and those who wish they were) now have a new online cheat sheet. Launched in March by Véronique Roger-Vasselin-Constantinoff — former fashion editor in chief for Atmospheres magazine and onetime style consultant for Le Bon Marché — Doitinparis.com is a whimsical, mostly Left Bank take on style, much in the spirit of Daily Candy.
“Paris is the capital of fashion and art de vivre, and yet I found nothing on the net that captured that,” she said. “This site is about sharing the real Parisienne’s Paris, her lifestyle, fashion outlook, bistros, boutiques and addresses. It reflects the insider’s world.”
Run by four full-time staffers with contributions from about a dozen freelancers, the site will partner with the popular Atelier des Chefs for the “recipe of the week” section starting in May; also in the works are features by actresses, fashion insiders and other high-visibility Parisians.
Within its first week, the website drew 2,000 subscriptions to its newsletter and 800 unique users daily. Roger-Vasselin-Constantinoff hopes to boost that to 10,000 unique users daily and turnover of $1.5 million, mainly generated by advertising and commissions from online partnerships, by spring 2010. Funded by its founder and private investors including Olivier Dassault, Do it in Paris counts Dior Beauté among its first advertisers (for Miss Dior Chérie); discussions are also said to be underway with Chanel and a palace hotel.