LONDON — Social shopping platform Motilo has appointed Julia Restoin-Roitfeld as brand ambassador and undergone a redesign, effective today.


Launched in 2011 on the premise that women like to have a second opinion when they’re shopping, Motilo features clothing from sources including Net-a-Porter, Matches,, Liberty, Harrods and The second phase of the re-launch plan will allow users to browse everything from the partnered retailers, but founder and chairman Sofia Barattieri said the site would, “always keep this backbone of curation.”


Restoin-Roitfeld is to act as the face of Motilo, be an active user on the site and regularly interact with other users. She will also be contributing editorial content.


“Not only is she effortlessly stylish, but she has such a passionate spirit that’s contagious,” Barattieri enthused about Restoin-Roitfeld.


I think all women, whatever their background, at some stage ask a friend for their opinion or advice on an outfit,” said Restoin-Roitfeld.


Restoin-Roitfeld, who runs her own parenting site, Romy & The Bunnies, on which she shares her discoveries and advice, said she does about 90 percent of her shopping online or from her phone, “whether it’s clothes, food or furniture.”


Stylist Julia Sarr Jamois, DJ and model Atlanta de Cadenet, and bloggers Catherine Kallon of Red Carpet Fashion Awards and Sasha Wilkins of Liberty London Girl are also to answer questions and offer advice on Motilo.


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