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MyHabit Puts Gilt on Warning With a Splashy Rooftop Launch Party

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We know what you're thinking and we kind of feel the same way: Who needs another flash sale site? But MyHabit could be different—because it's brought to you by Amazon. The brands—thus far—don't differ much from Gilt and Gilt's established copycat competitors. Look for Dolce & Gabbana, L.A.M.B., Tods and a bunch of brands you might not care that much about but you'll browse anyway. The imagery is better—with dimensional video and editorial-worthy photography. And that's all fine and dandy but is it worth another daily email?

It might be: MyHabit offers free shipping both ways; a full three week return window; and—when you can't get cash back—your store credit can apply to purchases at Amazon or sister site Endless. Impressive.

And, it seems like Amazon knows they have a potential winner—what with last night's big-budget launch party high on a far west side rooftop celebrating themselves and the debut of a series limited-edition tees designed by the 2011 CFDA Fashion Incubator honorees (including Prabal Gurung and House of Waris).

The tented space overlooked the Hudson River, featured plush leather banquettes, a jungle of potted foliage and several weddings worth of white flowers. Illuminated by floating candles and twinkling chandeliers, guests enjoyed tuna tartar, miniature lobster rolls, itty bitty cheese and wine pairings, caviar and tiny caprese salads in tiny pitas pockets. The bar was full but specials involved a lot of vodka, a lot of mint, and a lot of blackberry.

What the event lacked in star power (aside from Christian Siriano, Mickey Boardman, Fern Mallis, Waris Ahluwalia and a small person in a huge dress who someone assured us was Vanessa Hudgens—a sprite-like figure that the youngs are well aware of, we personally didn't spot any bold-faced names) it made up for in positive energy. People we're feeling it, people were dressed—the heels were high and the music was great: Yacht remixed, Miike Snow and some '80s power ballads before a short set by ultra-adorable indie duo Jenny and Johnny (we are officially in love with their female drummer who glowed more than anyone really should in a denim-on-denim look).
· MyHabit [Official Site]