Denim Therapy

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Denim Therapy Featured in Glamour The New Online Shopping Experience


“ is a personalized shopping experience, brought to you by Google, that lets you find and discover fashion goods through a collection of boutiques curated by taste-makers — celebrities, stylists, designers, and fashion bloggers. Boutiques uses visual technology to help fashionistas discover and shop their look and creates the opportunity for designers to showcase their collections and latest inspirations online”.

If you’re looking for your very own perfect denim style what better place to search and succeed than Googles very own Boutiques.Com . To me, it’s a place where you can mash up your current wardrobe with a wishlist of ideal pieces & things you’re likely to buy in the future from an array of designers such as Alice and Olivia, Catherine Malandrino, Diane Von Furstenberg, Rag and Bone, Tory Burch, and William Rast. It’s nothing like Google has done before- there is no advertising and the imagery is big and beautiful. Basically a 24/7 shopping experience (we never have had a problem with that).

How does it work? When you sign up for an account, you’re presented with an array of questions — almost like a style survey. Do you boot leg or skinny jeans? Would you prefer to wear ripped and shredded denim or clean cut? Which color washes do you prefer & do you like patterns?  You’re shown a gallery of snapshots, ranging from celebrity style to street fashion, & asked what is most inspiring. It then runs through your likes and dislikes to pinpoint your actual style. A boutique is then created with a username, examples of clothing, and suggested boutiques you can follow- any boutique can be followed by any user and the more followers equals greater exposure and “ranking” (go stylistas and all of your friends and friends of friends).

There are also a number of celebrity boutiques you can follow- Mary Kate and Ashley Olsen, Carey Mulligan, Sarah Michelle Gellar… Just to name a few. That’s six degrees of separation for you!

Is your heart racing?

— Jackie Racer

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Posted Dec 07 2010 in Denim News » Store Openings
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