In May 2009 Francisco Salvado joined as Interactive Art Director and founding member. Responsible for the initial design, conceptualisation and look-&-feel of the platform.

Up until 2011 he was responsible for the overall Art and Design Direction of all aspects of the brand online.

Launched in 2010 by Jefferson Hack, pioneered the use of user generated product recommendations – with AnOther LOVES – and positioned itself at the forefront of fashion film.

The site also featured an online pop-up shop with brand/designer collaborations including Raf Simons, Le-Labo, Gareth Pugh and Colette.

During Fashion Week, the platform live-streamed shows from Prada, Miu-miu and Armani.

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