Meet your new online obsession: Veteran stylist (and Fashionista contributor) Sally Lyndley's just-launched trend-forecasting site For Those Who Notice.
For Those Who Notice is "a cheat sheet of fashion’s most influential inspiration," culled from the world’s best designers, stylists, hair stylists, makeup artists and casting directors. Lyndley's certainly got the qualifications and connections to bring you the inside scoop: She's a contributing editor at LOVE, has styled shoots for Teen Vogue, Vogue US and Pop, worked with fast fashion retailers and frequently rubs shoulders with the industry's biggest players.
Actually, it was in the course of her work as a stylist that she came up with the idea of starting FTWN. "A couple of years ago I began working with mass market brands and more fast fashion style brands for the first time in my career, and I saw a huge void in access to well-edited creative information from the collections and fashion movements," Lyndley told us. "The 'trending' companies these fast fashion brands were using were just telling them to copy looks and designers, without saying why that look is relevant or considering that no company should be blatantly knocking off another."
Lyndley took it upon herself to fill that void, developing an internal company version of FTWN, which she began using for her work with brands. Almost immediately the results were clear: "Sales increased by landslides and press coverage sky rocketed," Lyndley said, "So I thought I might as well make this information I had been working with public." FTWN was born.
After taking a brief tour of the site, you can see how Lyndley's vision has come to fruition: There are five-year-old magazine editorials, a comprehensive breakdown of the latest runway collections (by shoes, silhouettes, accessories, etc.,) and books to look to for inspiration. And that's what makes FTWN so unique and effective: it gives "not only insight into what the most influential teams in fashion have created but also what inspires them." In other words, it's a peek into the minds of fashion's most influential players, so that readers can discover not just what is "in" but where these trends sprang from in the first place.
Another thing that sets FTWN apart is the importance it places on editing. "On most sites, there are hundreds of shows to sift through," the site's press release reads. Not so on FTWN. Browsing the designers tab on FTWN, you'll notice that only a handful of shows make the cut (like Chanel, Prada, and Celine).
"The selection process is based mostly on my conversations with very powerful players at the shows," Lyndley told us. "I am constantly chatting with the most influential buyers, editors, hair stylists, makeup artists, publicists and PRs, who will all happily remain anonymous, and in our conversations about the collections it becomes very clear which designers are really inspiring this crew and which are not."
And the best part is that unlike most other trend forecasting sites, you won't have to pay an arm and a leg for access. Business subscriptions go for $500/year or $50/month, while individual subscriptions are just $100/year or $10/month. But why charge anything in the first place? Lyndley says it was a matter of ensuring that content remained un-biased. "Most people don’t realize that the editors and journalists are reporting on their advertisers, and for the most part, not what really interests them," the release reads. Because of this, Lyndley decided that FTWN would remain advertiser-free, and opted instead to charge a small subscription fee.
While FTWN was developed primarily for those working in the industry, Lyndley says now that the site's completed, she realizes it's a fashion site that can be enjoyed by all fashion-fanatics. "I thought more and more how I would have died for something like FTWN when I was 15 years old, and my obsession with fashion was in full swing," she told us. "So even though the original concept was to help [the people in the fashion] industry, we have also been really thinking about the fashion lovers who maybe don't work in the business but love to know what's going on anyhow."
But really the best way to sum up the whole site, in the words of Lyndley herself is: "I guess FTWN is my ultimate fashion geek out, but in a totally useful way." Amen to that.