Though she’s yet to pop up at a fashion show, Daphne Guinness has cast her couture-wearing shadow over New York Fashion Week. The fashion star—and beer heiress—is on the front page of Emanuele Della Valle’s glossy new site, Lifestyle Mirror, and starring in The Legend of Lady White Snake, a short fashion film that premiered on the Lower East Side last night.
The first, which just launched today, is like a very fancy ecommerce site hidden underneath a thin veil of editorial. Big name photographers have lent their talent to the start up and each week a new subject will be featured in an above the fold spread like the one above. Each shoot will take place inside the subject’s home and the editorial team, led by stylist-turned-editor-in-chief , will tell you how and where to buy anything on the screen. For example, in the lifestyle section, you’ll find a story on Ralph Lauren’s Colorado ranch. Underneath, thumbnail images direct you to everything from wooden bowls at Simon Pearce to a tented resort in Greenough, Montana. Via the story on Guiness, one can buy special Coca-Cola bottles imported from Mexico, the heiress’ bookshelves and even her shirts. ““I have worn white shirts for years,” she says. “They are a staple in my wardrobe. I can’t think of how it came about, but I know that my grandmother and mother were both keen on them, so perhaps I was emulating their aesthetic. I only dry clean those made of silk, the cotton ones are washed at home and then steamed to keep them crisp.”
Before the site launched, however, Guinness could be found downtown celebrating the debut collection of Genghis Khan by GK Reid, as well as a photo exhibition by Markus Klinko & Indrani. The film, which was inspired by an Ancient Chinese legend and written by Academy Award winning screenwriter Neil Gaiman, was also meant to pay tribute to Alexander McQueen’s spirit, a fitting combination for the petite fashion icon. Watch a preview, after the jump!