While the retail or ‘high street’ fashion world has been gradually populated by startups looking to create communities of fashion lovers (such as WIWT), the more rarified world of high fashion has remained largely untouched by online. This is an anomaly, because if there is one thing to be said about high fashion it’s that it has passionate followers. Done right, that ought to translate into passionate users of online services.
Lyst, a startup founded by Chris Morton, Sebastjan Trepca and Devin Hunt, is gaining traction with high fashionistas and looking to achieve just that. It’s latest enhancement – launched to coincide with London Fashion Week – is designed to allow fashion fans to be alerted as soon as clothes on the catwalk become available to purchase, usually some weeks later.