DailyCandy's Swirl Redefines Fashion
Whether it's a new restaurant, a new store or the sample sale you should know about, DailyCandy has been a go-to source for the in-the-know city dweller for years. So it should come as no surprise that DailyCandy has taken their business a step further by entering into the online sample-sale world with Swirl, Sample Sales by DailyCandy. The site—launched at the end of last year—is helmed by former DailyCandy editor in chief Eve Epstein, who acts as the creative director, running Swirl’s creative operations from a downtown photo studio/makeshift workspace, where items for sale are checked in, styled and photographed.
“Early on, we recognized there was an obvious opportunity for DailyCandy to get into the commerce side of things,” says Epstein. “There was this very engaged, shopping-intensive audience who loved our taste. The idea was to be the first out the door with information about designers and trends in a way that’s fun and accessible.” What makes Swirl stand out from the crowd is a focus on up-and-coming designers in its approximately eight sales per week. “We’re constantly trying to represent designers in the beginning of their life cycle who are doing something unusual,” she says, “the kind of people we would write about on DailyCandy.” Aiming to be more than just a retail site, Swirl—under Epstein’s guidance— offers an informed editorial voice as well. “We accessorize in a way we think is kind of directional and fun,” she says. “What we’re trying to do is not only tell people what to buy, but how they want to wear it.” As if we needed another reason to shop from our desks.
PHOTOGRAPHS BYKEVIN LYNCH