Striking a "Pose" for Fashion's Night Out

By Cate T. Corcoran
September 8, 2011

Formerly a freelancer who wrote about fashion for the New York Times and the Wall Street Journal, Alisa Gould-Simon is now director of marketing and communications for Pose, a fashion tech startup she helped found. A mobile app for discovering and sharing fashion finds, Pose encourages users to share and get feedback their "poses" (product picks and outfits) across the site and social networks. It also allows them to follow friends, trendsetters and retailers whose fashion style they admire. Blogger Leandra Medine of Man Repeller, Phil Oh of Street Peeper and our own contributor Lauren Stillman are among featured "posers".

The Santa Monica-based company has grown from 7 to 11 employees since its January launch, and it received $1.6 million in venture funding.

Given Pose's democratic take on fashion, it's no wonder the company has big plans for Fashion's Night Out, the all-inclusive celebration of fashion and retail taking place tonight.

We spoke with Gould-Simon about plans, partnerships and Posing.

Pose

Alisa Gould-Simon is the director of marketing and communications and a founder of Pose, a new mobile app for discovering and sharing fashion finds.

The Inside Source: What are your plans for Fashion's Night Out?

Alisa Gould-Simon: DKNY is doing a big in-store mobile activation. [Twitter user] DKNY PR Girl has been using Pose since we launched 2.0 in June; she’s been an awesome early adopter. They’re launching the DVD for the Bill Cunningham documentary, and we thought it would be the perfect complement for Pose.

What we’re doing at the event and globally is anyone going to Fashion’s Night Out can use the DKNY hashtag with their pose when they share it, [and they'll be entered to win a] DVD. All the poses will be featured on DKNY’s Facebook page, and the windows of the Madison Ave store will showcase content from street style photographers who will be taking pictures inside the store.

The Inside Source: Is this the first time Pose has partnered with a brand?

Alisa Gould-Simon: No. We had a partnership with Aerie (American Eagle) in June. Select images were showcased on American Eagle’s billboard in Times Square.

The Inside Source: How and why did you start Pose?

Alisa Gould-Simon: I serendipitously met the CEO [Dustin Rosen] in LA. I had recently moved and was doing digital brand consulting for fashion brands. I had an idea for a photo-centric fashion app, but then I realized I needed to raise money to build it, so I shelved it. Then I met Dustin. He showed me a working beta app that was essentially what I wanted to build. It was a great meeting of the minds.

Pose

The Inside Source: You're bi-coastal. How is Los Angeles different from New York?

Alisa Gould-Simon: Transportation is the No. 1 factor. New York City is more fast-paced and accessible—whatever you want, you can find it, but also because it’s so expensive, it encourages the rat-race mentality and burning the candle at both ends.

L.A. offers a range of experiences, but because it’s so spread out, you must take the initiative to explore. Here, there are mountains, vineyards, beaches, a mix of cultures and cuisines... In L.A. there is so much more space and people have really interesting homes, so you go to so many more house parties and dinner parties. It’s unbelievably casual. I make a point to wear high heels so I don’t forget about the beautiful shoes I bought in New York City.

The Inside Source: What’s inspiring you lately?

Alisa Gould-Simon: One thing that’s inspiring me is gardening. One of the best farmer’s markets in L.A. is half a block from our office, and they have veggies and plants, so it started because I bought some chard and herbs. We’ve had quite a few parties in our backyard.

Pose

Alisa Gould-Simon and her garden at her home in Los Angeles

The Inside Source: How will you be dressing this fall? What are your must-haves?

Alisa Gould-Simon: I’m excited about heavily tailored pieces, pintucking, tight-fitting blazers and tailored trousers. I will probably be over wedges by fall, so maybe I’ll be wearing some sharp heels.

The Inside Source: Are you into any gadgets?

Alisa Gould-Simon: Yes, because of my work I have to be up on the latest apps. I’m definitely an app connoisseur. I love my iPhone; I can’t get enough of it. I have a Jambox portable speaker at home; you can use it as a speakerphone or take it to the beach.

Pose

The Inside Source: Any advice for web entrepreneurs?

Alisa Gould-Simon: Meet as many people in the industry as you can. Don’t be afraid of what you don’t know. A lot of people imagine you have to know about coding, marketing, and raising money, but that’s a fallacy because you can know what you know and find people who complement you.

The Inside Source: Do you collect anything? Do you use eBay?

Alisa Gould-Simon: I’ve been moving so much, my general purchasing habits have been curbed a little bit by that. I do have a thing for shoes. I probably own more shoes than I need. As far as collecting, I’ve bought a lot of plants and planters. I love eBay for vintage pieces. When think of something I want, I know eBay is a good place to search for that. So for example, if I wanted a cropped herringbone cherry-red blazer, I’d probably look there first before anywhere else. I love finding old pieces and seeing the craftsmanship. Old Talbots’s is amazingly well made, as cheesy as it sounds.

The Inside Source: What are your typical eBay searches? Any tips?

Alisa Gould-Simon: I tend to go for fashion accessories, such as sunglasses, because I know how they fit. Same with shoes, if you know the brand. Be as specific as possible. [Searching] "Alexa Chung" [for example] will definitely get you plenty of things.

The Inside Source: What are your future plans for Pose?

Alisa Gould-Simon: To grow our network, grow our brand and retailer relationships, and make every one of our users feel Pose is helping them every day, whether it’s discovering their fashion style or connecting with like-minded shoppers, or getting a deal from brands and retailers. We want to make style sharing more social and more fun.

We picked a few items inspired by Gould-Simon’s diverging fashion loves: heels and gardening.

Loeffler Randall "Ellin" Mesh Pumps

(buy it now price, $189.99)

"I probably own more shoes than I need," says Gould-Simon, who steadfastly wears heels, despite L.A.'s casual environs.
New Costume National Navy Pumps

(buy it now price, $319.99)

“I just got two pairs of shoes at the Barneys warehouse sale—from Loeffler Randall and Costume National—so I’m very excited about those,” says Gould-Simon.
iPhone 4

Given that Gould-Simon is a co-founder of a mobile tech startup, she needs to keep tabls on the latest apps.
Vintage Bocce Ball Set

(starting bid, $9.99)

Gould-Simon’s boyfriend recently bought a bocce set for the backyard.
Vintage Roseville Planter

(buy it now price, $55)

Since she moved to Los Angeles from New York, Gould-Simon has taken up gardening. She has now started to collect plants and planters.
Vintage Old McCoy Art Pottery Blue Planter

(buy it now price, $19.99)

Placing flowers and herbs in this planter will allow Gould-Simon to keep them outside or in.
Vintage Primitive Terra Cotta Birdhouse

(buy it now price, $29.99)

Gould-Simon loves to host parties in her backyard. This birdhouse would make a pretty piece of decor.
Set of Three Vintage Outdoor Garden Candle Lanterns Copper

(buy it now price, $12.50)

These copper candle holders look so pretty, whether they're lit up or not.
Mid-Century Wire Outdoor Patio Lounge Chair

(buy it now price, $119)

All this chair needs is a comfy waterproof cushion, and it's perfect for the backyard.
Martha Stewart by Mail Garden Trowel

(buy it now price, $8.95)

Gould-Simon never thought she would garden until she moved to L.A.; now she needs the right equipment.
11" Galvanized French Flower Bucket

(buy it now price, $12.99)

An earthy-looking bucket makes for a pretty vase.
Vintage Talbot's Dress

(buy it now price, $55.25)

“Old Talbots’s is amazingly well made,” says Gould-Simon.
Jawbone Jambox Red Dot Portable Bluetooth Speaker

(buy it now price, $164.95)

"I have a Jambox portable speaker at home," says Gould-Simon. "You can use it as a speakerphone or take it to the beach."