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Piperlime is in the middle of a site relaunch that has it looking a lot more like Net-A-Porter and a lot less like Zappos. Similarly to flash sale site Ideeli's makeover, Piperlime underwent a logo revamp that has the bright lime wording replaced by a muted green and the whole site looks more polished and easier to navigate.
In September, the site will launch the first-ever Piperlime Collection, an in-house brand consisting of 68 pieces priced from $34 to $170. Lexi Tawes, Piperlime's VP and general manager, told WWD that about 70% off the site's total offering will be different from what was sold before. The new merchandise won't be the type of brands that can be found in a department store, but rather will be sourced from smaller contemporary boutiques that align with Piperlime's new direction.
Shoppers will be able to buy products directly off Piperlime's Instagram, which will be upgraded with an influx of street style shots culled from both consumers and the Piperlime team. Olivia Palmero, who has guest edited in the past, will be taking on a larger role with the website as a somewhat ambiguously-titled "style authority" and model Chrissy Teigen will be editing a page of style advice and tips on the site for the next 25 days.
Update: Chrissy Teigen kicked off the site's new direction yesterday, and Clare Vivier, Poppy Delevingne and other influencers will be producing featured style content on the site for the next 25 days, not just Teigen.
· Piperlime to Revamp Web Site [WWD]
· Ideeli Gets a New Name and a Plus-Size Focus [Racked]
· Head-to-Toe Spring Dressing From Piperlime VP Lexi Tawes [Racked]