Polyvore: Game Day for Virtual DesignersPolyvore Launches a Fashion Week Challenge
January 23, 2011
Crain's Business New York
Dressing to the nines for New York Fashion Week is a must, so Bergdorf Goodman Fashion Director Linda Fargo (pictured) is taking a big risk in letting the masses choose what she’ll wear to one of the shows. The eight-day event begins Feb. 9.
Polyvore, a popular website where fashion fans can play virtual paper dolls by mixing and matching designer duds, launched its Fashion Week challenge today. Contestants must assemble a runway-worthy outfit by selecting items from various designers and Bergdorf. Ms. Fargo will sport the top look, with the winner at her side.
“They’re handing over the reins of the actual style of the outfit to our users,” said Katherine Crane, advertising director at Mountain View, Calif.-based Polyvore, which makes most of its money from designer advertising. She expects more than 1,500 entrants in the weeklong challenge.
The number of such contests is growing rapidly in the Big Apple. Polyvore users vied to design Bergdorf’s holiday windows last year, and the company is currently collaborating with New York designer Rebecca Minkoff on a handbag competition.
Correction: New York Fashion Week starts Feb. 9, and Polyvore is based in Mountain View, Calif. These facts were misstated in the this article, originally published online Jan. 23, 2010.