FINDING ROOM FOR SMALLER NAMES

Byline: Peter Braunstein

NEW YORK — The fashion and e-tail site StyleShop.com has announced it will expand its fashion-related content to showcase 31 runway shows from the spring 2001 7th on Sixth Collections.
Beginning Nov. 1, the combination fashion e-zine and shopping network will feature photo footage, runway reviews, scene notes and backstage shots from collections including Rebecca Taylor, Nanette Lepore, Catherine Malandrino, Luca Luca, Chaiken, Halston and Betsey Johnson.
“Some of the best collections came from some of the smaller venues, and often these collections never make it to the Internet,” said StyleShop.com chief executive officer Lisa Boyne. “There was a lot of talent at the 7th on Sixth shows, and there needs to be a forum for the entire spring collection.”
In many ways, StyleShop.com is seeking to fill out the spring collection coverage of other Web sites, which might have extensive, but selective, show footage. Style.com, for example, posts many but not all of each season’s fashion shows.
“First and foremost, there’s a bandwith issue, and we have to decide which shows to cover given our resource constraints,” said Goli Sheikholeslami, senior vice president and managing editor of Style.com. “If we could cover them all, we would, but right now we physically can’t.”
StyleShop.com will post images from its selection of runway shows immediately. For logistical and technical reasons, Styleshop.com won’t post the designers’ video footage until late December or early January.
Boyne hopes that StyleShop.com’s inclusionary strategy will take hold in coming seasons.
“Next year, we want to shoot every collection; it’s just a question of the designers letting us in the door,” said Boyne, who claims her photographers were not allowed into several shows during Fashion Week. “Maybe they’ll be a little more egalitarian next season. We just want to shoot the collections of everyone we buy.”

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