Laura Hoffman

Laura Hoffman

German beauty Laura Hoffman studied BSc (Hons) Fashion Management and gained insight into the fashion world from her early career as a model.

After graduating from LCF, Laura worked in Berlin, Paris, New York and London with an impressive list of companies including Net-a-Porter, Jimmy Choo and Hubert Burda Media.

Laura's aspirations for a career in fashion stemmed from her desire to start something on her own. With the expansion of the internet, she created, a new fashion platform and commerce magazine. was developed to bridge the gap between blogs, online magazines, shopping sites and Facebook, enabling an international online fashion experience.

Laura’s international background in fashion, combined with her creative, marketing and management skills, has enabled to boast high profile editors, affiliations with the best online stores and it's very own fashion-based social network. Laura says:

"I started because I wanted to create a community for fashion admirers, allow brands and customers to communicate with each other, and combine the world’s finest fashion on one website."'s young, modern and global approach - opening brands include Myo swimwear, Camille de Dampierre, Sass and Bide and Kirrily Johnston - looks to transform the way we consume fashion on the internet. No marketing jargon or diffusion sites, just pure, unaffected fashion.