Saturday, November 22, 2014

Lookonline Celebrating 20 Years On-Line

Press Release: Gala Cocktail Party Sunday, December 7th Celebrating's 20 years online from 2PM-5PM at place to be announced. Contact: Ernest Schmatolla 212-734-9747

The "Godfather" of Fashion Websites

Original Invitation to the 1994 launch party
Over 800 attended the event at Sony Plaza is the longest running on-line fashion publication (of any kind) in the world. Before there was,,,,,,, and even, there was us. We have not always garnered the attention, funding or notoriety of some of these fashion sites, but those in our industry, who have followed Lookonline's development over the years, know we helped pioneer the use of the Internet in providing real-time coverage of fashion events, regularly scheduled video reports, fashion blogs (DFR: Daily Fashion Report has been in blog format for almost 14 years and is recognized as the first fashion blog), market reports, editorial cartoons and original runway and event photography long before there were sites like or Fashionweekdaily.
Our guiding editorial principle: "It is not how many people read us but who reads us that counts"
Since our official launch was on December 1, 1994 as a dial-up service (does anyone even remember what a BBS service is or was?), the Lookonline has been on-line "officially" for 20 years. Our first subscriber was Harper's Bazaar in 1994,, but it was not until December of 1994 we began a website (hosted under another domain name) in addition to our BBS site. Later in 1995, we discontinued our BBS service and concentrated on developing our website using our own domain name ''.

I want to personally thank our many contributors who, over the past 20 years, have helped support our site. First and foremost my editor-in-chief, Marilyn Kirschner, whose fashion expertise and determination has set the tone for our editorial coverage. And former editor Bernadine Morris for many years lending her name, expertise and guiding hand. Also special mention goes to Randy Brooke, an exceptional photographer who is always there when we need him; and Diane Clehane for providing us with first class coverage of major fashion and entertainment events. Also special thanks goes to Susan Sommers for her timely suggestions including coming up with the name "Lookonline".,

Kudos to our senior writers, Rhonda Erb, Lieba Nesis and Laurel Marcus for their great work covering the many shows, parties, press events and special assignment reporting required to give our editorial greater depth. Also a special shout out to photographers Udor Rothenko and Isabelle Erb; writers Stacy Lomman, Tricia Kenney, Eila Mell, Melanie McKinzie, Adriene Weinfeld-Berg, Alexander Erb, Anna Bayle, Muriel Geny-Triffaut, Logan Bentley Lessona, Tobin Levy, Sally Lourenco, Sarah Valdez, and Laurie Schechter for their past contributions and to Grace Mirabella, the former editor-in-chief of Vogue, for hosting our first three 'Master of Fashion Video Interviews'.

Additionally, I want to thank our sponsors Ty Yorio of Citadel Security Agency and Eddie Mullon of FashionGPS for their generous support. Finally, a special thanks to my wife, Deborah Brumfield, who all these years has sustained me in my efforts. Without her, none of it would have been possible

- Ernest Schmatolla

1 comment:

  1. As a 13 year old publication, I know how hard longevity is.
    So BIG CONGRATS to you and your terrific writers on 20 years of fabulous fashion reporting!