Elena Fesenko has launched her new startup MIKA, which showcases outfits featuring a mix of high-end and contemporary apparel and accessories. Shoppers can buy these looks in whole or in part, sometimes even getting exclusive access to items which aren’t yet available in stores, but are rather pulled from designers’ showrooms directly.
The site is aimed to provide a visually stunning shopping experience wherein instead of static images, a short, looping almost GIF-like video shows a model in action, wearing the look in question. Behind-the-scenes videos from the shoot, and interviews with the stylist – often a guest stylist from the industry, like a well-known fashion blogger for example – will also accompany the various looks.
MIKA says it has established relationships with 120 designers, including Cynthia Rowley, Anna Sui, Vince, Norma Kamali, Elie Tahari, Yigal Azrouel, DL1961, Kara Ross, Sigerson Morrison, and Tracy Reese, who have agreed to offer their items for use on the site. MIKA sees a 60 percent margin on the items it sells, and offers free shipping or hand-delivery to NYC-based users with support for international shipping.
Fesenko explains the designers were happy to work with MIKA, because so much online fashion is offered at discounts, as with excess inventory. “We offer the items at full price,” she says, “and we shoot them in amazing editorial with the best models, and the top photographers in the industry.” Because of this setup, some of the designers have even offered some of their items to MIKA which will have them for sale before they arrive in stores.
The company closed on $500,000 in seed funding in June 2012, which included investment from the founders, friends and family, Plug & Play (Saeed Amidi), Ronnie Stern and Allen Peters. In February, MIKA closed a Series A of $1.2 million from Hillsven Capital (Bobby Lent), and Plug & Play.
Check out http://mikalook.com/