Influential Fashion Magazine “LookOnline”

TASK: Rebranding from the Ground Up


Lookonline is a subscription based fashion industry e-zine that focuses on reaching those major influencers who work in or write about New York fashion. is the longest-running online fashion publication in the world. They are pioneers of fashion on the Internet. Before there was,, businessoffashion,,,,,,,, and even ( by a few months), there was LookOnline.

They have not always garnered the attention, funding, or notoriety of some other of these fashion sites, but those in our industry who have followed Lookonline’s development over the years know we helped pioneer the use of the Internet in providing original editorial content and real-time coverage of important fashion events.

Since their official launch on December 1, 1994, as a BBS dial-up service (does anyone even remember what a BBS service is or was?), the LookOnline has been on-line “officially” for 25 years. However, we were already a BBS service by subscription in early 1993 (our first subscriber was Harper’s Bazaar), and it was not until December of 1994 did they began a website (hosted under another domain name) in addition to our BBS site. Later in 1995, we discontinued our BBS service and concentrated on developing our website using our own domain name ‘’.

LookOnline official launch was as a party/benefit called “CyberTaste” for the “Charge Against Hunger” program from American Express and Share Our Strength on December 1, 1994. The event was held at Sony Plaza at 550 Madison Avenue in New York. Over 850 members of the public and a small group of the press (WWD did not show up) attended the opening that featured 13 chefs from top New York restaurants serving their signature dishes; a designer auction, wine tasting, desserts, and a live 20 man jazz orchestra. According to officials at Sony, it was one of the largest, if not the largest event ever held to this day at the Sony Plaza’s Atrium. (Rhonda Erb put the whole event together for us). Major sponsors for the event included American Express, Food & Wine Magazine, Tourneau, Romana Sambuca, Coca Cola Bottling Company of NY, Georgette Klinger, Colorite, and Sony Plaza.

LookOnline fashion magazine team consists of star-studded industry veterans. Marilyn Kirschner magazin’s editor-in-chief, whose fashion expertise and determination have set the tone for their editorial coverage. Senior editor Bernadine Morris, who lent her name, expertise, and a guiding hand. Randy Brooke – an exceptional photographer who was always there when they needed him. Diane Clehane with first-class coverage of major fashion and entertainment events. Adrienne Weinfield-Berg and Rhonda Erb, both good friends of lookonline, whose special assignment reporting gave their editorial greater depth. Stacy Lomman, Isabelle Erb and Muriel Geny-Triffaut, Grace Mirabella the former editor-in-chief of Vogue who hosted their first three ‘Master of Fashion Video Interviews’.

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