What do you get when you combine two dashingly handsome, charming and well-connected Italian men? In this case, you get Lifestylemirror.com–a well curated content-based website that acts as a portal for online shopping. Last night the site’s founders Emanuele Della Valle and Francesco Carrozzini hosted a party at the website’s new event space in Chelsea to welcome summer, and there was no shortage of free flowing Ruinart champagne and well-heeled friends.
It’s no surprise those friends include the likes of Anne Hatheway (looking very gamine with pixie hair and Charlotte Olympia cat flats), Natalie Joos, Johan Lindberg (who told us he wears a scarf, white t-shirt and jacket even to the beach), and Meredith Melling Burke, just to name a few, considering both men were already part of the industry in utero. Della Valle is son of Tod’s billionaire CEO Diego Della Valle, and Carrozzini is son of Vogue Italia EIC Franca Sozzani.
The site, which launched just over three months ago, produces instantly shoppable editorial content. Weekly cover stories have featured an interesting mix of strong characters like Daphne Guinness, Margherita Missoni, Paz de la Huerta, Amber Rose and Olivia Palermo–and all of the stories feature a curated mix of products that you can buy with a click of your mouse.
We managed to pull Carrozzini away from his pal Bee Schaffer for a few minutes so we could get to know him and the new site better.
Tell us about Lifestyle Mirror.
We are a content-based website, which is something people keep asking for, but also with a strong focus on shopping. That is the point of difference: We are both. There are very highly curated websites that don’t sell well, and there are money-making machines that have terrible content. We are trying to marry the two.
How have people reacted to Lifestyle Mirror so far?
We’ve gotten great press around the world. I give more importance to the blogs because nowadays you can’t really control them, and they are really the truth. They are what you read every day.
What’s going on tonight?
We are just raising awareness for our project in our hometown. We want to show what we have done in a really short time span. For example, all the images on the wall [shots of Sean Avery, Margarita Missoni, Daphne Guinness] were shot in three months; they already look like history. I love how current the web is. We update so much content everyday.
What’s next for Lifestyle Mirror?
We have already been contacted by lots of people, people always want to buy successful web things right away, but we want to keep doing what we are doing and figuring out what works. It’s so amazing to be able to instantly analyze the traffic. Sometimes images of sunglasses could get a million visitors, but something we put more effort in doesn’t get a reaction. People stay on the website that’s what we really want. Quality traffic.
How do you approach your own style?
I always aspire to various icons, like Steve McQueen. The white t-shirt. I wear a lot of round neck tees. I love RRL, but I have a lot of old Fruit of the Loom t-shirts, which are my favorite. They don’t fade, but they get nice and damaged around the edges. Some people pay a lot to have shirts already damaged! I am really into classics. Converse, 501 jeans, t-shirt, denim jacket. Although, the other night at an event I wore a tailor-made double-breasted suit from Italy with a fabric from England, so I mix it up. I don’t wear things that couldn’t be worn in ten years or ten years ago. I don’t follow trends of the moment, but they inspire me in some way.