Daphne Guinness next to a giant bundle of balloons in her living room. Not the typical ecommerce site opener, but thankfully, Lifestyle Mirror is a new take on a classic model. Those balloons? Click to shop. The cool Cushnie et Ochs leather pants she’s wearing curled up on her couch? Click to shop. The lush white Frette linens she’s lying on? Click to shop. The Coke (yes, Coke regular) in her kitchen? Click to shop. You get the idea. It’s like the most amazing (living) estate sale ever—slightly voyeuristic and highly addictive.
The new ecommerce site (though, true to the “lifestyle” in the name, it’s much more than just shopping) could only pull a big name like Guinness with some serious muscle. And indeed, Lifestyle Mirror is the latest project from Mediabrand Capital, Emanuele Della Valle’s (son of Tod's President, Diego Della Valle) Venture Capital firm which also recently launched stylish-mom-app Elizabeth Street. The site is also drawing on the talents of former Vogue staffers Amalia Kermitsis (as Fashion and Accessories Market Director) and Meg Bedford (as Publisher & VP of Digital Properties).
Every week, a new notable will grace the beautiful front page (which actually looks like a newspaper): Margherita Missoni and her Milan apartment and New York Ranger Sean Avery and his impressive photography collection housed in SoHo are lined up next. But there is quite a bit more depth across the categories, which cover everything from home to menswear, from tech to beauty. There’s a shopping list inspired by Ralph Lauren’s Double RL Ranch, a shoppable how-to get Lana Del Rey’s lips story (people don’t want much of her lately, but a full pout is universally crave-able), and a classic white button-down story. Even the horoscopes come with a shopping list. Apparently Geminis need a gold monogram disk pendant from West Avenue Jewelry, which is strangely right-on.
And if this isn’t enough, look out for even more digital launches from Della Valle’s Mediabrand Capital later this year.