The idea for Wikifashion began after founder Madeline Veenstra was frustrated with the lack of options and information available when searching for fashion labels online. Popular sites were mostly text-based, whilst she believed fashion required a focus on images.

In 2009 she launched Wikifashion as an online resource for people interested in fashion, and today the Brisbane-based site has a global audience and is establishing itself as a hub for global fashion trends.

Building a community

Wikifashion is based around a strong sense of community. Its 4,500 plus contributors can upload and edit photos, post articles and engage in discussions about current trends.

Most contributors are aged 15 – 24 years old, over half live in the US and many attend fashion school or are fashion bloggers. Veenstra keeps editorial to a minimum, preferring to let Wikifashion’s community self-curate. 

Expanding abroad

What started as a hobby is now a full-time occupation for the former economist Veenstra, who plans to expand and set up in New York City.

While the site has been featured in publications such as Frankie, most exposure has been generated through word of mouth and promotion by contributing bloggers. The Wikifashion model shows that cultivating an engaged community can be a valuable and cost effective asset in the online space.

wikifashion.com

Illustration: joellepeters.com