US high street retail giant Gap has launched a new styling website to accompany its e-commerce site. Styld.by aims to showcase the brand’s collection accessibly styled by bloggers and non-models.
The site uses online media partners and styling sites Lookbook.nu, MOG, Refinery 29, Rue and WhoWhatWear to promote Gap clothes styled and worn by bloggers. Unlike typical campaigns and look books, the Styld.by venture features Gap pieces worn with the ‘model’s’ own clothes – a far more realistic approach to shopping than the head-to-toe looks often employed by brands.
The looks are accompanied by styling tips, and customers can directly click through to shop the items on show. Each look has a ‘share’ box with Pinterest, Twitter, Facebook, Tumblr and StumbleUpon buttons all immediately presented, instantly encouraging communication of the looks between different online mediums.