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Press Release

FOR IMMEDIATE RELEASE

Blogger-Designed Collection Coming Soon to ModCloth

Designed by Elsie Larson, this exclusive collection includes 10 retro pieces perfect for fall.

San Francisco, CA -- September 4, 2012 -- This fall ModCloth.com is launching an exclusive collection designed by Elsie Larson of the blog A Beautiful Mess. The collection will appear as coming soon on the site on Sept. 4, 2012, and can be found here, where customers can sign up for notification to alert them when the products are available for purchase. The collection will launch for sale in early October, along with a lookbook styled and shot by Larson.

The decidedly retro designs feature classic silhouettes in patterned chambray, gingham, dots, and stripesprints perfect for mixing and matching in a fall wardrobe. Pieces in the collection include three dresses, two tops, one skirt, a cape, and three scarves. I was inspired by folk music, denim and chambray fashion, and cowgirl vibes, says Larson. I wanted the collection to be playful and wearable to a bonfire or an autumn wedding. While sketching the designs Larson says she listened to Neil Young, Jenny Lewis, and Roy Orbison, and the inspiration comes through in the playful yet down-to-earth designs.

This blogger collaboration is the second for ModCloth. In 2011 the retailer produced a vintage-inspired jewelry collection in partnership with three bloggers, including Larson, James Kicinski-Mccoy of Bleubird, and Julie OBoyle of Orchid Grey. ModCloth hopes to do more collaborations like this as they continue to roll out more private label pieces and collections.

ModCloth was one of the first retailers to work with fashion bloggers, and believes bloggers contribution to the community helps promote fashion democratization. From Alaska to Arkansas, Nevada to New York, women with blogs are taking a stylish stance on fashion by sharing their personal aesthetic. You can learn more about ModCloths blogger program here.

About A Beautiful Mess:
A Beautiful Mess is a lifestyle blog focused on creating a beautiful life. The blog shares simple ways to create an inspired lifestyle, and believes in taking time each day to make something pretty. On A Beautiful Mess you'll find daily inspiration for crafts, recipes, fashion and decor. In the Summer of 2007 Elsie Larson started A Beautiful Mess as a just-for-fun blog. Little by little, creating articles became her passion. In early 2010 Larsons sister, Emma Chapman, started contributing ideas and recipes to A Beautiful Mess. After working together for a year, Larson invited Chapman to become a co-author of A Beautiful Mess. Shortly after, they got their first book deal.

About ModCloth.com:
ModCloth is an innovative online retailer of vintage-inspired fashion and decor. It is building a platform that empowers its global community to directly collaborate on the production of unique and inspiring merchandise, with the mission to change the way fashion is discovered, developed, and delivered around the world. ModCloth has gained media attention for cultivating one of the most active communities in fashion through groundbreaking engagement strategies that extend from its site to social networks like Facebook, Pinterest, and Twitter. The company was founded by husband and wife Eric Koger and Susan Gregg Koger, who now have a team of nearly 300 helping them make their vision a reality. Theyre backed by Accel Partners, First Round Capital, Floodgate, Harrison Metal, StubHub founder Jeff Fluhr, and Norwest Venture Partners.

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Contact Information:
Aire Plichta, Fashion Press Specialist
ModCloth.com
press@modcloth.com
412-587-6312
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