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London, UK – February 5, 2014 – Motilo, the London-based social fashion platform, announces today that it has secured $5.8 million from private investors for expansion and marketing. The first installment of that funding, $3.3 million was obtained during 2013. An additional $2.5 million has been secured this quarter based on healthy growth and the recent participation of a number of leading figures in the fashion industry.
Motilo is a unique combination of online fashion community, search engine and e-commerce site, highlighted by constantly updated, curated content and access to fashion advice from industry experts. Built on top of leading edge software, the site is engineered to spark fashion-oriented conversations in which words are replaced with visual content.
The heart of the site is an innovative HTML5 powered canvas creation tool, located at the top of the site. Rather than respond to questions and articles with text, members are encouraged to create “styles” by dragging-and-dropping clothing and accessories onto the canvas. Styles can be created in reply to an article or question, or as a response to a style created by another member, letting women from all over the world style each other and shop together.
Motilo is all about being inspired. Imagine you’re getting ready for a day out in London and wondering what to wear. Starting with the search bar, you will be presented with many style options from a community of top fashion experts and enthusiasts. Or, Motilo members can style themselves with clothing items and accessories available through the site.
Fashion recommendations come through Motilo’s partnerships with over 50 leading online fashion stores such as Net-a-Porter, Matches, Harvey Nichols, Moda Operandi, Avenue 32 and many more. The shop contains hundreds of thousands of items neatly categorized to complete the social shopping experience. Members can surf through the shop in two different ways: The ‘Motilo Edit’ tab presents items that are personally selected by the in-house styling team, clearly identified throughout the site by a “Motilo Edit” badge; or you can browse through every available item by selecting ‘The Full Shop.”
Unlike a standard social network, Motilo sparks conversations with its ‘Motilo Girls’, experts in the fashion industry. Motilo recently appointed Julia Restoin Roitfeld as Brand Ambassador, and features posts and comments by fashion insiders like Lulu Kennedy, DJ and Model Leigh Lezark and leading blogger Susie Lau of Susie Bubble, style icon Shala Monroque, and stylists Martha Ward and Sophia Hesketh. Motilo has also recently launched partnerships with noted designers Roksanda Ilincic, Marios Schwab, and Michael Van Der Ham. And you won’t want to miss the New York Fashion Week Style Diary with American model Leigh Lezark, currently serving as a beauty ambassador for Chanel.
“It is clear that content and social interactions influence what people buy,” says co-founder Sofia Barattieri. “Our goal with Motilo is to create the first platform where people can enjoy and experience informed shopping.”
“We want Motilo to become the first online fashion capital where trends are set and opinions are made,” says co-founder Anna Machkevitch. “In 2014, we will be expanding our marketing efforts in order to increase our presence worldwide.”
Through this marriage of innovation and visual content, Motilo has made content the syntax of the conversation; and by adding the power of referrals from friends and trusted sources, has transformed online fashion into a shared experience. In recognition of this cutting-edge approach, Motilo was presented with the 2012 Guardian Award for Digital Innovation.