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Polyvore Teams Up for Fashion Week
| February 15, 2012 | 02:22 PM EST

Fashion is trending social. In a traditionally top down industry, the online fashion community Polyvore has a bottom's up approach toward fashion.

The interactive fashion community Polyvore allows users to interact with fashion in a unique way by allowing them to curate their own style from images all over the web. The results are arranged into fashion collages, or digital mood boards, called sets.

The site, which recently ended its first profitable year, attracts 13 million unique visitors each month — a 114 percent increase since January 2011 and a reach beyond the traffic of any magazine. Its users create more than 1.5 million sets each month, although many just come to browse the sets others have created.

"Polyvore's having an egalitarian effect on the industry," said Polyvore CEO Jess Lee. "What makes a magazine so special, Vogue, for example, is that they have people with amazing taste and influencers such as Anna Wintour and Andre Leon Talley. But there's another generation of fashion influencers who may not have access to Vogue, but they have access to the Internet. We want to work with that generation."

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