Interview: Meet Jessica Vince, co-founder of Dressr

We caught up with the woman behind the shopping site that sources style inspiration from Instagram...

Dressr is the latest shopping website that brings together an edit of those have-to-have-them wardrobe items as seen on Instagram’s most stylish. Yes Poppy, yes Alexa, yes Suki.

We already love the weekly slot Dressr has in The Sunday Telegraph’s Stella magazine titled ‘The Social Shopper’, and have definitely become a little obsessed with scouring through the trends curated on site. We caught up with the co-founder and former Digital Editor of Grazia magazine, Jessica Vince, to find out more about how it works and who inspires her own sense of style.

jessica-vince-the-dressr

What is Dressr and how does it work?
Dressr is the answer to Instagram’s most frequently asked question: “where did she get that?”

I cherry-pick the best looks shared by the most stylish stars and show you how to shop them. As well as exact matches, I include a Dressr Edit of more purse-friendly finds because as much as I’d love to buy my own Valentino cape, I sadly don’t have a bottomless pit of expendable cash and I’m guessing a lot of our users don’t either.

What sparked the idea?
Mainly my Instagram addiction! I’m a compulsive scroller and get so much inspiration from a quick browse, especially when it comes to fashion. Alexa Chung Instagrams a snazzy coat or Olivia Palermo shares her new sunglasses and we expect to be able to to shop it instantly, but obviously you can’t link out from the app. So I decided to create a website where you can.

Dressr wouldn’t exist without the support of my now-fiance, Byron. He encouraged me to bite the bullet and set up the business after running a company of his own for the last few years. He knows the ins and outs of setting up a company which was a huge help in setting me on the right path and learning how to be my own boss. We’re now co-founders and it’s great to be in it together.

How do you plan to expand the website?
Beauty is an area I really want to focus on, like where can you get the lipstick in Rosie Huntington Whiteley’s selfie? Or the nail polish Jourdan Dunn can’t stop ‘gramming. There’s been several requests for menswear too. We’ve also got collaborations in the pipeline with bloggers, influencers and brands who’ll share their Instagram insights and style secrets. There’s also newsletters to come and videos… With digital, the possibilities are endless!

Will you be merging commerce with content?
I hope so. It’s certainly working well for other brands that I admire, like Lyst, Asos and Net-a-Porter so fingers crossed we can head in the same direction. For now, we’re taking baby steps.

dressr-shop-front

What do you wear to work?
I put my hands up and admit that I often stick to a blouse and skirt formula. I just bought a navy polka dot shirt from Whistles which I love and I’ll wear it with a black leather or lace skirt. Now that winter is coming, I’m permanently attached to some sort of faux fur (Zara has great stoles at the moment) and I’m wearing my trusty Kurt Geiger knee-high boots or shearling-lined ankle boots from UGG – always with a heel to get me in the boss mood, naturally.

Who’s style, for you, is just spot on?
I will forever remain in the thrall of Alexa Chung and Kate Bosworth. Emily Ratajowski is my new Instagram obsession and bloggers like The Frugality are a constant source of outfit inspiration.

Where do you get your inspo beyond Instagram?
Dressr’s Tumblr page is filled with inspiring looks from films, TV, books and the catwalk. I also love street style blogs and Sunday supplements like Stella or just from friends’ outfits, like Katherine Ormerod who I used to work with at Grazia. There’s inspiration everywhere in this business.

What is the most popular click-to-buy item?
Everyone is loving Shrimps’ faux fur coats, especially now that it’s got chillier, and Bella Freud’s jumpers are forever popular. And of course, anything Kendall wears goes down a treat.

dressr-shopping-site

How key is celebrity endorsement to sales?
It certainly has a huge sway and that’s something I really noticed when I was at Grazia – The Kate Effect was rife. If you see Taylor Swift wearing an Urban Outfitters skirt, chances are it’s going to sell out almost instantly because she inspires huge swathes of people and brings great exposure to a brand. It’s important to have the right celebrity endorsement, though, so I’m selective about which stars appear on Dressr.

High street, designer or vintage – what’s your preference?
It’s fun to mix and match. I’ll invest in a designer piece that I’m going to cherish forever like a handbag or coat then go to Zara, Topshop and H&M for basics. I often go to Whistles or Reiss if I need an outfit for a special event because they have fancy pieces that won’t break the bank. As for vintage, that’s something I really need to invest time in – if I ever get any!

Head across to Dressr.co.uk for a look at the good stuff and try not wanting EVERYTHING.

Photography by @lifeofyablon.

Push PR x

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