Ava Cutrone’s Closet Is Cooler Than Yours


How long can you look at one website before you get bored? Right now, I’m going on an hour at Bluefly.com after watching four short video clips and scrolling through a number of photos on their new Closet Confessions feature.

The goal of Closet Confessions is two-fold. The first is to give users an inside look at some of their favorite celebrities’ closets. You get to hear them talk about their favorite pieces, stories behind the clothes they bought, and get a glimpse into how they have become a style icon in their own right.

Currently, the site is featuring designer Christian Siriano, model/D.J. Harley Viera-Newton, People’s Revolution’s Kelly Cutrone, and our personal favorite, Kelly’s daughter Ava. There’s nothing quite like a budding style-star, and Ava without a doubt is on her way to becoming a trend maker. After all, what other 8-year-old can say their favorite designer is Sonia Rykiel? Future closets include socialite Nicky Hilton as well as a Bluefly employee.

The second goal involves you, the shopper. Every month, the site will ask users to submit photos — and eventually video — of something specific to their own personal wardrobe. The pictures are then voted on by the community at large and the user with the most number of votes gets a $500 Bluefly gift card. This month, Closet Confessions asks you to submit the “flyest thing in your wardrobe.” As you can image, a wide range of photos have been submitted; everything from an old pair of jeans to a 1970′s vintage choker.

As Closet Confessions explains, your wardrobe “who you are” and “everything you want to be.” To fashion lovers, a well-cultivated closet is extremely intimate and close to the heart. Some arrange their clothing by season, others by color or item type. Closet Confessions is ripping the curtains off by allowing you to see some of your favorite celebrities and Bluefly shoppers’ in their most sacred of all places.

This type of integrated user participation has never been more important for brands to stay in the game.

Bluefly CMO Bradford Matson told WWD that social media tools have been helpful to the Bluefly brand.

“It’s deepened our relationship to customers, increased spikes in traffic, and it catches the interest we create with off-line advertising…The goal [of Closet Confessions] is to drive new visitors to the site and increase the engagement of existing customers with videos.”

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