LifeStyle Mirror Launches With Daphne Guinness-------
“It’s a mix between a concept store and a mega-mall,” Emanuele Della Valle (son of Tod’s president and CEO Diego Della Valle) tells Style.com of his new site (co-founded with photographer Francesco Carrozzini), LifeStyle Mirror, launching today. “Selective, edited, but for fast and modern consumption.”
Don’t call it an e-commerce site, however. While the latest Mediabend Capital venture has click-through-to-buy features, the focus is on the (free) editorial component (helmed by former stylist Chelsea Gombes), and Della Valle sees it as a “definitive source” on fashion, food, wine, art, travel, beauty, etc. Every week it will feature international personalities, including Margherita Missoni, Ralph Lauren, and Sean Avery, offering a glimpse of what inspires them, along with its daily content. First up: Daphne Guinness.
“She is such an incredible icon, and we had a chance to really show her lifestyle, not only her fashion sense,” Della Valle says of the video (below), debuting exclusively on Style.com, shot inside Guinness’ New York apartment. “In our video interview she talks about her inspirations and references—so cool!”
So, what’s next for Della Valle, who launched the chic-mom iPad app Elizabeth Street just last year? “Mediabend is creating digital media brands with very specific content for very specific audiences. Elizabeth Street caters to stylish moms around the world. Other projects are in the making and will launch in the second half of the year. Stay tuned!”