August 28, 2012 18:25 ET

Inspired Lifestyle E-Commerce Site, StyleClub Set to Launch in Los Angeles With StartEngine Fueling Its Fire

LOS ANGELES, CA--(Marketwire - Aug 28, 2012) - The world of fashion may have fully embraced technology when you think of the growing success of companies such as Gilt Groupe, Hautelook, and ShoeDazzle. One of the newest kids on the block is StyleClub, which is fueled by start-up incubator StartEngine.

Earlier this year, StartEngine announced StyleClub as one of its budding start-ups, headed by a woman in the third class of 14 companies for its summer session, Hilary Novelle. Novelle, Founder and CEO of Style Club, and her team are gearing up to launch an unprecedented e-commerce fashion website that will take advantage of already existing infrastructures: social networking, the online style and fashion community and online shopping, and yet, meld it with retail outlets on the local level with the hands on sensibilities of real fashion stylists and celebrities, resulting in the ultimate fashion marketplace and community targeting the Generation Z demographic.

The StyleClub user experience is comprised of red carpet treatment from celebrity stylists and experts on closet sharing and world-class shopping from some of Los Angeles' trendiest stores. Complete looks then are generated for each user based on a personal profile. Looks created by celebrity tastemakers and trendsetters in the 'hauler and blogger' community will be curated from indie designers and trendy boutiques throughout Los Angeles area and made accessible to millions of online shoppers who would not have access to this service or local style. Users are then able to share their profiles in an engaged and captivated community across a dashboard incorporating revolving sales, style updates from stylists, friends and boutiques, and chat and video features.

Launches in New York, San Francisco, Miami and Austin are slated for 2013.

Prior to graduating from Columbia University, Novelle was a rising performer, touring with big names such as Christina Aguilera, Britney Spears, O Town, N*Sync, Aaron Carter, and then on to form girl group 'Dance Recital' headed by superstar John Legend. Novelle went on to consult for Levi's and various other budding fashion labels and concurrently, host fashion segments for various syndicated networks. "I've learned Gen Z has become a highly sophisticated user in the world of e-commerce and have come to expect a multi-tiered approach that's inspired by a beautiful intersection of music, fashion and entertainment," states Novelle.

StyleClub's innovative tech features are developed by Kennith Leung and Dr. Thang Dong and showcase a user-friendly shopping platform. Alongside its features is a savvy and stylish business model, developed by Harvard, Oxford graduate and former financial analyst, Keith Hahn. Onelia Estudillo of Conspiracy LA also joins the StyleClub team in creative direction and branding.

About StartEngine
StartEngine was founded in 2011 by Howard Marks (Activision) and Paul Kessler (Bristol Capital Advisors). StartEngine is an early-stage seed fund and accelerator program that has seen exponential growth in the past year. The company's fast growth is fueled by finding quality companies that show major promise in the tech space, primarily those aimed at consumers and small-to-medium-size businesses and related web infrastructure services. The program provides preliminary funding, as well as all the essential resources, counsel and mentorship a startup needs to become successful.

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