Hilary Novelle saw the rise of fashion + technology, and discovered that $40 billion was spent on online shopping in the last year. On top of that, 28 million teens have a collective spending power of $215 billion, however most teens don’t have access to high fashion. To solve this dilemma, Hilary founded The Style Club, a teen-targeted fashion platform that provides affordable fashion curated by celebrities, stylists, and tastemakers.
A Columbia grad, Hilary has a background as a fashion correspondent and has previously founded a tween beauty line. To start The Style Club, Hilary teamed up with fashion PR specialist Onelia Estudillo to be the Creative Director; a former JP Morgan analyst, Keith Hann, as the CFO; and Kennith Leung became the CTO with over 10 years of experience in development. Sounds like the makings of a successful team!
Users start by picking a stylist or fashion influencer, then choosing an occasion from a list that includes events such as Club Night, Hot Date, and Dinner Party. The Style Club then gives users a few full outfit options to shop from directly. They already have exclusive collections from Kira Plastinina, The Naven Twins, and Galina Sobolev. Check out this video featuring celebrities and designers talking about why they love The Style Club!
Third Wave Fashion has been lucky enough to work with Hilary as she’s been building The Style Club–so, we asked her a few questions of our own!
TWF: What inspired you to start The Style Club?
HN: I’ve always wanted to create a place that could help teens connect in a positive way, help build their confidence through fashion, and make the online shopping experience social.
TWF: What value does The Style Club have that makes it stand out against other fashion tech companies?
HN: The Style Club provides designer capsule collections that you can’t get anywhere else–and you can afford this fashion! Then you can talk about it, shop your friends’ closets, create personal profiles, and keep up with the latest fashion and celebrity news with our real-time newsfeed. Users can also watch videos of our outstanding Style Club stylists sharing their opinions on the latest cool stuff. If that’s not enough, we are in the process of launching a “Club It” feature where you can club your favorites as well.
TWF: What has been the hardest obstacle for you in the process of building the company? What has been your favorite part?
HN: The Style Club is a labor of love for me, but that doesn’t mean the entire process is easy–every problem lands on my desk. But honestly, I love every minute of it. Truly!
Hilliary Latham was an Editorial & Client Relations Intern at TWF. Third Wave Fashion has been your fashion tech think tank since 2011. We publish the first ever printed fashion tech magazine, Third Wave. Follow us on Twitter or subscribe to our newsletter to stay on top of the latest in fashion tech + wearables.