One key element of the fashion editor’s wardrobe is the international flavour created by a mishmash of pieces purchased on far-flung trips to the world’s most glamorous destinations. Editors mix carefully curated collections of prized pieces – a heavily embroidered bohemian jacket from Mexico, an exquisite kimono picked up in Tokyo, the best swimwear from Rio - you get the picture - to create unique looks which are nigh on impossible to replicate. Seeking out vintage and independent boutiques off the beaten track, the fashion insider guards her address book fiercely.
Want in on the jet set shopping booty but more likely to spend your long Easter weekend in Margate than Miami? Well despair not - a new online boutique ‘aggregator’ Shoptiques.com now offers you everything you need to emulate editor style. Bringing the stock from actual bricks and mortar shops based in some of the world’s most fashionable destinations, Shoptiques offers you the chance to 'go shopping in San Francisco, The Hamptons, Brooklyn or Beverly Hills,' from the comfort of your own home.
Olga Vidisheva, the 26 year old founder of Shoptiques, was inspired to set up the enterprise after a trip to Paris where she had nabbed a pair of perfect heels – so far, so far flung fashion princess. But on her return home, Videsheva, desperate to tap the Parisian store for more fashion hits came up against a brick wall as it was nowhere to be found online. "I knew the name of the boutique and kept searching online," she recounts. "I thought, if I can buy tulips online from Amsterdam and have them shipped the next day, why can't I shop at this particular boutique online?"
Stocking up-and-coming brands that aren’t necessarily household names, Vidisheva and her team of six employees find local photographers to shoot a carefully selected boutique's products, and help them up manage their online inventory. The result? The ability to shop global cities by neighbourhood, hunting out hidden gems like an insider. So make like a fashion editor and get snapping up a global wardrobe - one city at a time.
by Katherine Ormerod