February 21, 2020
February 14, 2020
Kate Davidson Hudson and Stefania Allen bring fashion expertise to their latest tech venture.
Kate Davidson Hudson and Stefania Allen in their Editorialist YX office
After launching the virtual wardrobe curating service Editorialist YX last year, it’s fair to say that Kate Davidson Hudson and Stefania Allen are pioneers in the fashion technology business. The duo decided to bring their editorial and online shopping knowledge into the field of digital styling apps after feeling unsatisfied with the limited services given by wardrobe technology startups promising to digitize one’s wardrobe.
The resulting project is a membership-based, online styling service that can be accessed through an app. When a new client joins Editorialist YX, a thorough photo inventory of her or his wardrobe is made. After all garments are digitized, a personal stylist offers advice based on existing pieces while also suggesting new designer ones that can be integrated into the outfits. From Balenciaga cashmere sweaters to Saint Laurent velvet blazers, the clothing suggestions take into account the clients’ likes and dislikes, measurements and gaps in wardrobes. Users have the option to buy the suggested attire in one touch within the app.
“Whether it’s the content that they’re consuming on the app, the personalized recommendations, the calendar where every single outfit that they’re wearing that day is created for them, they’re coming to us for that high-touch experience that they can’t find anywhere else,” Allen says.
For the shoppers who want to complement their virtual experience with in-person interaction, Hudson and Allen also provide personalized styling appointments to both Editorialist YX members and nonclients in a showroom in the Upper East Side that is reserved just for them.
The former Elle editors started their fashion technology journey in 2012 when they founded Editorialist magazine, a trailblazer in content-driven e-commerce interfaces. Six years later, they partnered with Project YX, an online platform that digitized customers’ clothing to provide virtual styling, and created Editorialist YX.
Now, Hudson and Allen are working on a lighter-touch version of their app that will be released later this year. Through this new version, fashionistas that wouldn’t necessarily pay for outside styling services can access the same personalized luxury shopping experience for a fraction of the membership price in an effort to scale Editorialist YX. Another new development is Editorialist Creative, a commission-based content production service for luxury brands. Hudson and Allen use their expertise in fashion marketing to produce visual content that luxury brands can use in their online platforms to advertise their products. “The online space is so noisy, so much gray area, and it’s really hard to make things feel luxurious,” Hudson says, fresh off a Coach fashion show. “But that’s one area that we feel we excel.” By appointment only, 1000 Madison Ave., Platinum membership from $6,000, editorialistyx.com
Photography by: Jason Crowley/BFA.com