A new UK etailer called Ownthelook.com will launch in March, offering a personal styling service alongside a multi-brand shopping platform for women.
Ownthelook.com will offer advice on how to style different pieces and put together outfits. Customers will be able to purchase a model’s entire outfit, as well as buy each piece individually.
The site will initially provide an edit of more than 40 global brands, including contemporary label N12H, Swedish brand Aeryne and Australian athleisure brand First Base. It will include ready-to-wear, swimwear, accessories and jewellery.
The site was co-founded by Olivia Cantillon, who has a background in styling and fashion journalism, and her business partner Terry O’Sullivan. Cantillon will run the day-to-day operations.
“I wanted to create a brand that not only helps consumers discover the most exciting fashion brands breaking into the market, but also acts as a guide on ‘how to wear’ each piece to create unique looks, making the shopping experience all the more effortless and enjoyable,” said Cantillon.
“Throughout my career in the fashion industry I’ve had the pleasure of styling some of the strongest emerging labels and I felt it was key to share my expertise to create an innovative and engaging new shopping platform.”