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Endorsement-led fashion website launched

The co-founder of holiday website Secret Escapes, Troy Collins, has this week launched a new fashion website called, which features products that have been endorsed by editors and bloggers.

By relying on endorsements, the new website aims to replicate the experience of shopping with a personal stylist.

It combines products from high street retailers, designer brands and emerging talent, which have been recommended by editors from the likes of Vanity Fair, Vogue, Elle, Grazia and the UK’s top bloggers including Liberty London Girl, Fashion Foie Gras and Style Bubble.

The site is currently selling products from Zara, Cos, Alexander McQueen and Christopher Kane, among others, and lists the endorsements each product has received before redirecting the shopper to the retailer or brand’s own transactional website, where the final purchase can be made.

Collins said: “We’ve set out to help both publishers and retailers harness the power of endorsements to ultimately drive purchases. We identified this gap in the market and set out to create a single service to dominate and disrupt this space. Whereas other sites seek to offer the widest breadth and depth of product, we’ve turned this model on its head, offering a distilled feed of the most endorsed and covetable fashion in the world. 

“Endource offers retailers and publishers the opportunity to capitalise on the influence of endorsements. We have all had the experience visiting a shop or website, with magazine in hand, but failing to be able to identify and purchase the recommended item. Endource is designed to help close this gap and through strategic retailer partnerships, is allowing brands to more effectively promote the endorsed products that they sell.”

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