Brooke Moreland of Fashism.com for La Presse of Canada

Brooke Moreland, Co-founder and CEO of Fashism.com with her team in their startup space located within General Assembly shared offices in New York. Brooke Moreland (Co-Founder) created Fashism.com after walking out of the dressing room looking for her husband's opinion and found an empty couch. She thought, "There must be a way to get an unbiased opinion using that internet everyone is talking about." Thus, Fashism.com was born. (Jeffrey Holmes/JeffreyHolmes.com)

Brooke Moreland of Fashism.com in her shared space office at General Assembly in New York.

Brooke Moreland is Co-Founder and CEO of Fashism.com.Brooke had an “ah-ha” moment when after walking out of the dressing room at Uniqlo in SoHo, looking for her husband’s opinion on a vest, she found an empty couch. And asking the sales clerk, would only result in a biased positive response. She thought to herself, “There must be a way to get an unbiased opinion using that internet everyone is talking about.” She co-founded Fashism with Ashley Granata in September of 2009. The subscriber base is over 40,000 online users and 50,000 phone app users. It allows the subscriber to sidestep fashion faux-pas by allowing other subscribers to post their opinions. Take a photo with your cellphone, email it to the site, and you receive feedback from other subscribers. Since people already do this anyway, sending photos while in stores to friends for their opinions. Fashism seeks to create a fashion-conscious community to advise you on your clothing decisions in real-time. Brooke says, “What fuels the site is our universal need to tell people what we think, we don’t just want opinions, we want to share ours. “I’m not professing to be a fashion expert and neither are most people who use it,” said Brooke Moreland, who was a 29 year old freelance video editor in Brooklyn. Brooke also writes a popular fashion column on theGloss.com called “Fashion 101”.

Brooke Moreland, Co-founder and CEO of Fashism.com with her team in their startup space located within General Assembly shared offices in New York. (Jeffrey Holmes/JeffreyHolmes.com)

Fashism.com is all about fashion!

The editorial portrait was photographed at the shared office space, General Assembly. Portrait photographer Jeffrey Holmes is a noted and published corporate photographer. After assessing the space, he used the ambient light as the base lighting and then illuminated Brooke with one Quantum T5d head powered by a Turbo 2×2 battery. The focus was on Brooke but he also wanted to showed the concept of a lean start-up using the communal space concept. The second images was a “fashion” style image with a tech flair.

The location, General Assembly is communal office space provider in Union Square. The 16,000 square foot space provides an environment for start-ups and coworkers to meet, create and work. The center is outfitted with stylish furniture, conference rooms, lockers and a kitchen. Its already attracted a presence from a number of start-ups in the art and fashion industry and can also host events such as launch parties. The space is an alternative to the traditionally high overhead incurred when renting office space. Co-working and other movements aim to provide a work environment that includes networking and communal projects

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