Lookbook.nu

Lookbook.nu
Name	Lookbook.nu
Type	Fashion social network
Owner	Independent (founded 2007)
Launched	2007
Current status	Defunct/Inactive (site pared back after 2010s)

Lookbook.nu Lookbook.nu was an online fashion community and social networking site launched in 2007 that showcased street style photography, outfit posts, and user-driven trend curation. It served as a meeting point for fashion bloggers, photographers, stylists, designers, editors and photographers linked to institutions and events such as Vogue, Elle (magazine), Paris Fashion Week, Milan Fashion Week, and New York Fashion Week. The platform intersected with established brands and cultural institutions including H&M, Zara, Topshop, ASOS, and media outlets such as The Guardian, The New York Times, BBC News, and The Washington Post.

History

Lookbook.nu was founded amidst the Web 2.0 expansion of social networks and niche communities alongside contemporaries like Myspace, Facebook, Blogger, Tumblr, and Flickr. Early growth coincided with the rise of fashion bloggers associated with The Sartorialist, Facehunter, Garance Doré, Scott Schuman, and independent bloggers who linked to cultural hubs such as Harper's Bazaar, Refinery29, Dazed (magazine), and i-D (magazine). The site gained prominence in the late 2000s and early 2010s during major industry moments like London Fashion Week and collaborations between designers such as Alexander Wang, Stella McCartney, Marc Jacobs, and retailers like Urban Outfitters. Over time its activity paralleled shifts that affected platforms like LiveJournal and Typepad, while fashion discovery increasingly moved toward services run by Google, Instagram, and Pinterest.

Platform and Features

The service combined user-uploaded photography with voting systems, tags, and editorial curation similar to features found on Reddit, YouTube, and Imgur. Key features included user profiles, look galleries, commenting, and moderator-driven trending pages comparable to editorial lists in Vogue Italia and W Magazine. Photographers and contributors often linked portfolios hosted on sites such as Behance, 500px, and agencies like Getty Images and Agence France-Presse, while stylist credits frequently referenced educational institutions like Parsons School of Design, Central Saint Martins, and Fashion Institute of Technology. The platform enabled cross-promotion with outlets including Rookie (magazine), Nylon, and blogs hosted by creative collectives such as Dazed Digital.

Community and User Base

Users ranged from amateur stylists and college students to professional photographers, models, and industry insiders involved with magazines like Elle Japan, Cosmopolitan, and Paper. The community overlapped with participants active on networks like LinkedIn, Twitter, and Instagram, and included individuals who later collaborated with brands such as Prada, Gucci, Saint Laurent, and Louis Vuitton. City-based cohorts were prominent in fashion capitals including Tokyo, Seoul, Milan, London, New York City, and Los Angeles, and users frequently referenced attendance at events such as Met Gala, CFDA Awards, and regional trade shows like Pitti Uomo.

Influence on Fashion and Culture

Lookbook.nu influenced street style dissemination in parallel with platforms operated by traditional media like Condé Nast, Hearst Communications, and independent photographers including Bill Cunningham and Tommy Ton. Its voting and visibility mechanisms helped launch micro-influencers who later partnered with brands such as Revolve, ASOS Marketplace, and luxury houses including Balenciaga and Chanel. The site contributed to the diffusion of trends across subcultures connected to movements represented in publications like Dazed & Confused, Vice, and Paper, and intersected with the emergence of influencer economies tracked alongside Kylie Jenner, Chiara Ferragni, and Leandra Medine.

Business Model and Ownership

Initially independent and community-driven, the platform explored monetization strategies common to online media including sponsored content, affiliate partnerships, and advertising arrangements with networks used by Google AdSense and programmatic advertisers linked to publishers such as BuzzFeed and Vice Media. Collaborations with retailers like H&M, Topshop, and boutique platforms such as Net-a-Porter mirrored commercial tie-ins used by digital fashion platforms and marketplaces like Farfetch and ASOS. Ownership remained with its founding team and private operators rather than conglomerates such as Condé Nast or Hearst.

Criticisms and Controversies

Critiques echoed those directed at peer-driven platforms including debates over moderation and gatekeeping similar to controversies seen on Tumblr and Reddit. Accusations included favoritism in featured content, aesthetic homogenization comparable to discussions about Instagram algorithm biases, and concerns about image ownership paralleling disputes involving Getty Images and user-generated content policies updated by companies like Facebook. Broader industry critiques referenced issues raised by commentators in The New Yorker, The Guardian, and trade outlets such as Business of Fashion regarding commercialization, influencer commodification, and the displacement of traditional editorial roles.

Category:Fashion websites Category:Social networking services Category:Internet properties established in 2007