Press Releases

Unedited news and product information from vendors.

Introducing: Fashion and Beauty 2.0
Sep 26, 2007 (08:09 AM EDT)

STOCKHOLM, Sweden and NEW YORK, Sept. 26 /PRNewswire/ -- Stardoll, the world's largest online entertainment destination devoted to girls interested in fame, fashion and friends, today announced that two of the world's leading fashion and beauty retailers -- DKNY and Sephora -- will be the first internationally recognized brands to set up a virtual shop in Stardoll's virtual galleria -- the "starplaza." With a one-year lease on virtual retail space in the starplaza, DKNY today began to introduce virtual versions of their real world fashions to Stardoll's community of more than ten million teen and tween members. Sephora will launch its virtual storefront in the coming weeks.

(Photo: )

(Photo: )

Stardoll members are now able to browse through a diverse and inspirational line of virtual designs based on dozens of stylish essentials embodying the eclectic and fun spirit of DKNY. Initial garments include belts, berets, blouses, dresses, jackets, skirts and sweaters. In addition, members who visit the virtual Sephora Beauty Shop after its launch will be able to choose from a wide selection of lip, eye and face makeup in a variety of colors for different complexions. Each season, DKNY, Sephora and the Stardoll illustration team will unveil several new collections of fashion designs and beauty products, which will be promoted on the Stardoll homepage and sold for "Stardollars" -- the site's virtual currency based on real money.

Similar to a real life shopping experience, each shop will have a unique look and feel that is consistent with each brand. The tables, shelves and wallpaper in the DKNY shop, for example, are inspired by photos taken directly from stores. In addition to multilevel storefronts for DKNY and Sephora, the starplaza features nine dynamic shops for each of Stardoll's own virtual brands with garments merchandised on shelves, virtual mannequins, tables and hangers.

"Stardoll is very excited to begin offering virtual products from internationally recognized brands and we're pleased to welcome DKNY and Sephora as our partners," said Stardoll CEO Mattias Miksche. "The millions of aspiring fashionistas that have joined Stardoll know style, know fashion and know that these trendsetting brands will enhance the way that they enjoy the community. We look forward to building out starplaza with more brands and additional features in the months to come."

"We are delighted to work with Stardoll, a leader in the fast-growing world of virtual environments and one of the most important virtual destinations for teen and tween girls on a global basis," said Antonio Belloni, Group Managing Director of LVMH, the parent of Sephora and Donna Karan. "The millions of members of the Stardoll community are a group of great relevance to the future of our brands and it is exciting to be able to interact with them in their space. In bringing the exceptional style and offerings of DKNY and Sephora to Stardoll, we hope to further enhance the experience for their members and to gain valuable insight into the virtual world that will benefit our brands and our current and future customers."

Stardoll receives more than 6 million unique visitors every month from across the globe -- 94% of whom are teen and tween girls. One of the few places on the Internet designed specifically with girls' interests in mind, Stardoll began as the hobby of Scandinavian-born Liisa, a retired factory worker in her late 50s with a lifelong aspiration to become a famous fashion designer. She taught herself basic design programs on her computer and shared her fashion creations with a few friends. With the help of her son, she then posted those fashions on the Internet for others to see, and soon Stardoll grew into a passionate online community of millions from more than 200 countries worldwide.

The Stardoll community express themselves in a number of unique ways: -- They create their own "MeDolls," which they design in their own likenesses by choosing from a variety of virtual facial shapes, eyes brows, skin tones, hair styles, lips, faces, eye colors and chins; -- They dress those MeDolls in an array of Stardoll brands all available in the glittering starplaza -- a new complex of stores. Styles range from the couture feel of Voile and Fallen Angel's goth textures to the 80s Nostalgia of Pretty in Pink and urban edge of Fudge; -- They furnish their own virtual suites with pets, furniture and posters by shopping with Stardollars; -- They interact in unique "clubs" that users can build and join. Stardoll clubs are a great way for members with similar interests to make friends, swap style tips, share decorating ideas and play games; -- They craft well thought out promotional campaigns to become the next Stardoll Magazine cover girl by broadcasting messages to the entire site and petitioning the community for their vote. Generally, when the cover girl is announced the next time she visits her virtual suite she'll have dozens of virtual gifts from members across the world congratulating her. (Interestingly, one of the most popular gifts is a virtual Dutch porcelain pig.)


Stardoll ( ), a premier virtual fashion entertainment destination on the web, empowers users to express their creativity within a unique "social play" environment that blends childlike play with social networking to deliver a playful, fun-filled approach to fashion, celebrity and dress-up. Drawing a core worldwide audience of girls aged 9-17, the site enables kids to build stunning likenesses of themselves while offering them an extensive collection of thousands of custom-designed garments and accessories. The site is updated weekly with new dolls as well as hand-crafted fashions and accessories to fulfill the overwhelming demand and interests of the site's 6 million unique monthly visitors. About 25,000 new fans join daily, adding to the existing fan-base of more than 10 million registered users in over 200 countries. The company is based in Stockholm, Sweden with an office in Los Angeles, California. Stardoll is backed by two of the world's top venture capital firms: Sequoia Capital, whose track record includes Yahoo, Google and YouTube among many others; and, Index Ventures, whose track record includes Skype among many others.


Donna Karan International is one of the world's leading fashion design houses. It designs, markets and distributes collections of apparel, sportswear, accessories and shoes under the Donna Karan and DKNY brand names. The Company has selectively granted licenses for the manufacture and distribution of beauty and beauty related products, jeanswear, activewear, men's furnishings, men's tailored clothing, hosiery, intimate apparel, coats, children's apparel, watches, eyewear and home. Since November 2001, Donna Karan International has been part of LVMH Moet Hennessy Louis Vuitton, the world's leading luxury goods group.


Sephora, the beauty authority, revolutionized the global beauty industry with its unique retail concept rooted in a powerful combination of unparalleled brand and product assortment, distinctive store design and the beauty expertise of its sales consultants. Sephora offers clients a choice of more than 200 classic and emerging beauty brands across a broad range of product categories including skincare, makeup, fragrance, bath & body, hair care, smile care and tools, as well as the company's own private label. Sephora was founded in France in 1969 and acquired by Paris-based LVMH Moet Hennessy Louis Vuitton, the world's leading luxury products group, in 1997. Sephora America operates more than 170 stores in the United States and Canada, and the world's top beauty website, Sephora Europe has more than 480 stores within 11 countries and has established ten locations in China. Thanks to Sephora's recent partnerships with HSN, a global multi-channel retailing giant, and JCPenney, one of America's largest department stores, the beauty authority is now accessible to more clients than ever before.

MEDIA CONTACTS: For Stardoll: The Morris + King Company Justin Kazmark/Jennifer Moses 212-561-7466/212-561-7463 For Sephora: Kekst & Company Molly Morse/Victoria Weld 212-521-4826/212-521-4849 For DKNY: Patti Cohen 212-789-1857

CONTACT: Justin Kazmark, +1-212-561-7466, justin.kazmark@morris-, jennifer.moses@morris-king.comJennifer Moses, +1-212-561-7463, , both ofThe Morris + King Company, for Stardoll; Molly Morse, +1-212-521-4826,Victoria Weld, +1-212-521-4849, both of Kekst & Company, for Sephora; PattiCohen, +1-212-789-1857, for DKNY

Web site: