Just a couple weeks ago, Amazon launched MyHabit.com, a new members-only fashion shopping site in what is presumably a smart attempt at taking over some of Gilt Groupe‘s $500 million market. The site is celebrating their launch tonight with a party co-hosted by CFDA executive director Steven Kolb and a special performance by Jenny Lewis (of Rilo Kiley fame) — but we hear that the site also recently tapped stylist (and, yes, sometime Styleite contributor) Mary Alice Stephenson to be their ambassador of sorts.
While the exact details of her role are unclear, it’s safe to assume that Stephenson was tapped in part due to her profile, television work, and relationships. Lots of brands hire ambassadors (example: Jen Brill and Leigh Lezark for Chanel) which makes it a typically nebulous term — sometimes ambassadors just wear the clothing, sometimes they’re full on spokespeople, and sometimes they act as editors and curators. Gilt Groupe has been doing a similar thing in hiring established names like Ben Widdicombe and Ruth Reichle for its City Unlisted and Gilt Taste sites, respectively. Our guess is that Stephenson will be doing some editorial work on the site as well as no shortage of press — which makes her a very busy lady, considering she also works as a style advisor for Sally Hansen, is a contributing fashion editor for Harper’s Bazaar, and according to The New York Post now advises Meredith Koop who styles First Lady Michelle Obama.
It’s a smart choice for MyHabit. While Amazon’s certainly got the e-commerce down pat, it does have a little catching up to do when it comes to its fashion cred — and Mary Alice might be just the trick.