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Wall Street Journal on Second Life Fashion

"Now, Virtual Fashion", Wall Street Journal, By Andrew Lavallee, September 22, 2006; Page B1. The article can be accessed online for free for a week, but then will go behind the iron curtain. The highlights, verbatim: "It's actually, conceptually, not unlike making real clothing," says Alyssa LaRoche, 26 years old, who began designing clothes for Second Life in 2004 under her avatar's name, Aimee Weber." (first time Aimee's RL name is revealed?) "Raz Schionning, American Apparel's director of Web services, admits to some initial ambivalence about the Second Life store, which opened June 21. Many of the clothes sold in Second Life are on the racy, "Matrix"-inspired side. "I wasn't sure if the concept of selling T-shirts to that audience was going to fly at all," he says. Since then, though, the store has sold some 4,000 items, catering to players who want their avatars to dress as they do." (That's 4,000 items at $US 1) "Competition has also intensified as more designers have tried to establish themselves. To gain attention, many designers have started blogs or bought online advertising. Several virtual publications, including Second Style, Linden Lifestyles and Pixel Pinup, troll for new releases, and a favorable review can make a big difference for fledgling lines." "Some designers, like DE Designs' Mr. Hester, have taken steps to copyright their work." "My wife totally makes fun of me," says Mr. Springer, the online fashion critic. "I don't like to shop in real life."



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