SCENE: Style Gurus Go Virtual

When fashion journalist Melissa Ceria moved from New York City to San Francisco two years ago, she carried with her a vision: to launch the concept of personal style at a new level. Last September she created which gives men and women a virtual venue to explore and expand their fashion repertoires. The site's 4,000 members from 51 countries post photos of their outfits, then receive comments from other users—compliments, advice or queries about where to buy pieces in a look. "There's a wonderful confidence of people posting pictures and saying 'This is how I dress,'" Ceria says....

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