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Lyst ‘Own’ fashion week


Fashion marketplace Lyst is bringing its online personal shopping experience to the streets of London and New York, with the launch of its ‘Own it’ campaign.

The online business was set up in 2010 and partners with the ‘world’s greatest designers and stores’, including Burberry, Net-A-Porter and Barneys, to deliver a personalised shopping experience to each one of its users. This provides consumers with a unique list of items they will love based on their taste from previous buys. Lyst was founded by Chris Morton in 2010, after he realised there was an opportunity to create individualised sites for shoppers based predominantly on data.

The company’s ‘Own it’ campaign is its first outdoor promotion and is set to follow individual street style, incorporating its distinct personal styling to pick ten new faces to front the campaign. Fashion photographer Adam Katz Sinding of Le 21ème has already been photographing individual styles to build around ‘real images of women’ and is taking London today. Each street model is provided with a Polaroid celebrating their limelight, while winners will be announced online over the course of the next week. The chosen women will feature on fly posters across London and New York Neighbourhoods, including, Shoreditch, Meatpacking, Chelsea, NoHo and Williamsburg from March 9..

The campaign has taken over Lyst’s website, iOS app and social media platforms, with the ‘#OwnIt hashtag allowing users to respond to the movement. The company’s strategic marketing strategy is thanks to funds of $20m being raised through a variety of top investors, including the teams behind fashion houses, Michael Kors and Oscar de la Renta.

The company ensures that users don’t just purchase products literally, instead the personalisation the company prides itself on allows serendipity to play a part. Joanna Christie, Head of Brand and Communications at Lyst said:

“Lyst exists because everyone is different, because we know that nothing is more personal than style. The Own It campaign is an embodiment of that - empowering people to own their style and celebrating those who do”.

Published on Friday 20 February by Rachel Gee

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