Skip Nav
Spring Fashion
Your Ultimate Guide to Spring's Biggest Denim Trends
Spring Fashion
The 7 Shoes You Need For Spring at Every Style and Price Point
Style Tips
Finally — the Best Jeans For Short Girls

Lauren Santo Domingo Has an Online Trunk Show Startup in the Works

>> Lauren Santo Domingo has cofounded a startup company, Trunk Show Inc., which aims to put the trunk show process online. The company, which has already raised $1.15 million in venture capital from New Atlantic Ventures, is still in stealth mode, but a few details could be learned about what they have planned.

The idea is to stream video of fashion shows, after which customers and store buyers could both order from the collection they just saw — direct from the manufacturer. This would effectively cut out the lag time between when the pieces are shown on the catwalk and when they hit store racks. A similar tactic was first tried by Net-a-Porter back in 2008 in conjunction with Roland Mouret's show, but Trunk Show Inc. likely wants to encompass a wide number of brands at once. Fashionista suggests that the clothes sold in this way may also be at "a 10 to 30 percent discount, given that most designers offer a small discount at their trunk shows."

When's the expected launch? »

Santo Domingo's co-founder is Aslaug Magnusdottir, formerly a VP at Gilt Groupe (experience relevant to this startup) who also previously acted as a managing director at TSM Capital, which invests in early stage fashion. A public launch for the company will reportedly be in the first quarter of 2011.

Around The Web
Join The Conversation
Betsey Johnson Fall 2013 Fashion Week Show Is Not Cancelled
Marc Jacobs 92nd Street Y Conversation
Chris Benz to Skip Fall 2013 New York Fashion Week Show
Vittorio Missoni's Son Says His Father Will Come Back
How Fashion People Fight Cold and Flu Season
Alexander Wang Carine Roitfeld Balenciaga Stylist Rumor
Kate Lanphear Named Style Director at T Magazine

POPSUGAR, the #1 independent media and technology company for women. Where more than 75 million women go for original, inspirational content that feeds their passions and interests.

From Our Partners
Latest Fashion
All the Latest From Ryan Reynolds