What would you give to go shopping with Mary-Kate and Ashley Olson? In July, you can get a little closer (ok, like maybe a nanometer closer) with the launch of StyleMint, a digital coalescence of media platforms and personalized e-commerce. Think Pandora meets book-of-the-month but for women’s T-shirts at 29.99 a pop, starting with eight styles of cotton/Modal Ts available in different basic colors.
StyleMint is the second fashion undertaking for BeachMint, which is headed by Josh Berman, one of the original begetters of MySpace. It comes as no surprise then, that there is an interactive element to the site.
Based on the model of BeachMint’s first fashion launch,JewelMint, (which is in partnership with Kate Bosworth and stylist Cher Coulter), consumers will be able to use integrated Facebook and Twitter features to amass peer opinions about products they might be interested in buying. They will also receive personalized recommendations based on style quizzes and predictive algorithms that fine-tune the customer’s style preferences with each purchase.
“With Stylemint.com, Ashley and I have created an online experience reflecting our love of style and allowing us to engage with our customers directly, which is an inspiring new way for us to think and create as designers”, said Mary-Kate Olsen. The twins will be involved with designing and merchandising the goods as well as creating short videos for the site.
So if you see a tweet from a friend in July, something along the lines of ‘The Olson Twins picked out this T just for me’, you won’t be able to call her a liar. Well, at least not a total liar.