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DKNY, Sephora & Stardoll roll out virtual fashion world

Sep '07
Stardoll, the world's largest online entertainment destination devoted to girls interested in fame, fashion and friends announced that two of the world's leading fashion and beauty retailers DKNY and Sephora will be the first internationally recognized brands to set up a virtual shop in Stardoll's virtual galleria the "starplaza."

With a one-year lease on virtual retail space in the starplaza, DKNY began to introduce virtual versions of their real world fashions to Stardoll's community of more than ten million teen and tween members. Sephora will launch its virtual storefront in the coming weeks.

Stardoll members are now able to browse through a diverse and inspirational line of virtual designs based on dozens of stylish essentials embodying the eclectic and fun spirit of DKNY. Initial garments include belts, berets, blouses, dresses, jackets, skirts and sweaters.

In addition,members who visit the virtual Sephora Beauty Shop after its launch will be able to choose from a wide selection of lip, eye and face makeup in a variety of colors for different complexions.

Each season, DKNY, Sephora and the Stardoll illustration team will unveil several new collections of fashion designs and beauty products, which will be promoted on the Stardoll homepage and sold for "Stardollars" the site's virtual currency based on real money.

Similar to a real life shopping experience, each shop will have a unique look and feel that is consistent with each brand. The tables, shelves and wallpaper in the DKNY shop, for example, are inspired by photos taken directly from stores.

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