What’s New In Town? New Boutiques & Established Designers Intermingle on Rakuten’s Fashion Shopping Site!

There’s a new fashion shopping platform in town, and its mission is to bring you emerging designers alongside usual fare. On Oct. 21, 2014, Rakuten integrated a fashion-forward approach, teaming up with boutiques and the fashion super-site Vault (whose items are now exclusively on Rakuten). Focusing on the idea of Kimawashi, “to wear around” in Japanese, it emphasizes convertible clothing and personality in wearability.

In the new platform, brand partners can offer instantaneous changes based on public demands and trending items, allowing the customers (you guys!) more control over how you shape your closets. Since social media provides a great platform in introductions between brands and shoppers, it serves an integral part in the new re-design.

Rakuten fashion shopping
Photo: Rakuten
Camel Coat – BGSD | Crystal necklace – BlountJewels | Pencil Skirt – Elie Tahari
Black Pumps – Delman Betti | Leather Gloves – Luxury Lane

The brand partners so far are high-end recognizable names, few of which are: 3.1 Phillip Lim, Alexander Wang, Marc Jacobs, Preen, Stella McCartney, Wildfox, Yves Saint Laurent. I love the fact that the high-end brands are offered prominently alongside the mid-range and emerging designs!

Rakuten fashion shopping
Photo: Rakuten
Boots – Stuart Weitzman | Sunglasses – Spitfire Studio | Skirt – Humble Chic | Jean Jacket – Aeropostale
Dress Shirt – Il Migliore | Infinity scarf – David Young | Socks – Ozone

The biggest struggle for me is finding emerging designers and brands. I used to prowl boutique after boutique in search for the elusive designs that haven’t made it to mass market yet. While the smaller boutiques now mostly have their websites, they’re not as meticulously maintained and easy to find as you would think. Plus, it’s still time-consuming to browse through thousands of websites. I’m hoping this is my answer to getting to all the smaller designers and shops in one place.

Enter #Iamkimawashi to receive $25 off $50 on your next purchase! (new customers only)

Rakuten lookbook
Photo: Rakuten
Grey Skinny Jeans – Parasuco | Moto Jacket – G2 | Buckle Booties – SODA – Junia
Crystal necklace – BlountJewels | Backpack – Royce | Sunglasses – Ray–Ban
Nataliya Ogle


Nataliya Ogle likes making sure others live to their full potential. She publishes articles on her primary website styletomes.com and works as a freelance writer for other women's interest sites. Her physical body is in New York but her presence can almost always be found online. The internet is her first love.


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