Since its inception in 2013, online marketplace Grailed has become a go-to destination for menswear enthusiasts around the world. It has continued to thrive and develop a growing community using a unique mix of original content and a diverse selection of secondhand garments. But now, the minds behind Grailed are looking to use that formula and finally apply it to the realm of womenswear.
Grailed’s sister site Heroine officially launched on Wednesday, about eight months after it was announced by brand director Kristen Dempsey.
"It was important that made a separate site," Dempsey told Complex back in February. "We wanted it to be a unique service for womenswear, and part of that is having it be empowering and supportive to the users that populate it. We felt that this couldn't just be an afterthought or a small aspect of the men's site."
Similar to Grailed’s Dry Clean Only blog, Heroine will feature a content platform that aims to introduce users to under-the-radar brands by styling them with popular high-end labels. Shoppers can get a taste of what’s to come by checking out the site’s inaugural editorial, shot by Rebekah Campbell, below.