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The Look On-Line Inc.
529 East 85th Street, New York NY. 10028
Publisher: Ernest Schmatolla
Voice: 212-734-9747

On our Daily Fashion Report item on Ralph Rucci & the Schmooze Factor came this email from a fashion writer:

I am in total agreement with you guys when it comes to Ralph Rucci. Robin Givhans gave him four lines in the Washington Post and used those four lines to slam him. Cathy Horyn became a late-stage fan two seasons ago but since he didn't blow her away with magic fairy dust when he showed his haute couture line in Paris (apparently she was waiting for major miracles when he rightfully stuck to his knitting and outshone a lot of the European designers), she has gone back to the other camp. The man is a freaking genius. Who else blew my mind besides Rucci, Toi and Blue Khaki? It was a flawless collection and yet another rung in his plans to quietly take over the fashion world.

What are these people going to do when Klein, Karan and Lauren isn't around anymore? Whose ass are they going to kiss? Who is going to be left standing to kiss editor butt, should he choose to do so? RUCCI. I have always been a fan and not only is he a master at his craft, he is a class act among generally classless people. I still have that letter he wrote to me two seasons ago after he saw my review of his collection. he took the time to acknowledge the work and the praise. TOTAL CLASS BEYOND COMPARE. He is up there in the class department with Carolina Herrera. He even took the time to personally sign his own name. His day is coming and the true believers who doesn't need our asses to be smooched to know talent when we see it will be there to wish him well.


Just a Coincidence?

In response to our e-mail that our 'What's Black & White and Available All Over?' feature was used for more than just the basis of a NY Times Magazine article comes this note back from Amy Spindler, Style Editor of the Magazine

"I've never looked at your website and have no plans. to do so. It is a very obvious idea, and an equally obvious headline, since that was the biggest trend of last season. We don't need websites to tell us that. I guess it is a coincidence."

-Amy Spindler

Abigail Chisman of and Anne-Marie Otey of Responds to our Editorial: 'Fashion & Celebrity Gossip - A Cheap Substitute For Original Content'

Abigail Chisman the Editor of writes:
"On your news share piece, I appreciate your point-of-view. Another point I would like to make is that, with the launch of as an international Vogue site this coming summer (with US Vogue, British Vogue, French Vogue, Italian Vogue and German Vogue all having a presence there by the end of the year), we at are beginning to cater more and more for a specifically UK audience - and so if there is a news piece that pricks our interest from the States, just like journalists in our national papers would, we would feel that it is part of our service to relay that story to our British readers, who, all evidence suggests, have seen it nowhere else.

I would like to stress that we do not re-use stories seen on other British sites. And we always cite our sources. If it appears that we have not, it is because we have generated the story ourselves concurrently with competing journalists - just as happens in the national press each day. And the idea that we think it's OK to "take" US stories, because they take ours, or vice versa, is also skewed, I would argue. We will follow up interesting stories, as I say, because we believe they are worth reporting to our UK readers.

Having said that, I would also like to add that each of those sites you mentioned also offers unique stories. We write four stories a day, a total of 20 a week - and we intend to continue to do as we claim, to break fashion news daily... No hard feelings - and keep up the biting reports.

Anne-Marie Otey the Editor of writes:
Hi! I too feel I must chime in to distinguish "rewrite" gossip sites from original ones. At FashionDish, we post weekly--and we CUT items if by any chance we see them somewhere else before we post. It was a rude shock just now to see a mention of Elizabeth Hurley's recent "Talk" shoot on PageSix, as we are also reporting on that...but when we run this item, we will include about 20 more details than they had.

That's the only way we'd run it at this point. We do all our own reporting and post only that. We're in LA, so it may be a little easier for us to avoid the everyone's-repeating-themselves fishbowl. It's hard to be 100 percent original all the time--but it's much more fun for readers.

In response to our feature article on top model Maggie Rizer is a letter from her mother Maureen Breen:

"I truly enjoyed the well written article by Vivian Kelly about Maggie. I appreciate the fact that you captured Maggie's essence. She truly IS a sweet, caring, intelligent person. Well over a year ago Ernest, you told me it was your opinion, that Maggie would change and become one of "them". We chose to disagree then. I am delighted to see that you have now had the opportunity to see for yourself the fine young woman Maggie has always been. I trust that you realize now that fame can never change a person. Personal behavior is a matter of choice. I have read other so called "interviews" of Maggie. Frequently, not all the time - but frequently, I have had to laugh at them , as it is obvious to me that she never said what they are attempting to portray her saying. In this interview for Look on Line, I could hear Maggie's voice.Congratulations on yet another well written article with integrity."

- Maureen

In response to our report that 7th on Sixth was planning on competing with the SOS Shows next season is an email from Fern Mallis, The Executive Director of 7th on Sixth:

Dear Ernie, It is always a treat to read your comments, or 'commentary' since they are usually your biased opinions and not quite the facts.

In response to your "gossip" about the upcoming 7th on Sixth shows,,,,yes, we are holding and intending to offer the Altman space as a 7th onSixth 'off-site' venue. This is to replace the "Celeste " space at the New York Public Library which will not be available next season. This was always a popular venue because the size fits between the very large "Pavillion or Tent" and the small "Avenue". We will have the same number of venues next season that we've always had.

In order to accomodate younger designers, 7th on Sixth has always had a smaller, inexpensive venue to offer...and has so since the very beginning of 7th on Sixth. For the past few years it has been the "Avenue" located inside the Bryant Park tents.

Our use of the Altman building will be concurrent with 7th on Sixth not during S.O.S, suggest that 7th on Sixth is "competing" with S.O.S. is a bit delusional.

Last but not least, 7th on Sixth works tirelessy to make the NY Collections as easy and accessible as possible, both for the designers showing and the worldwide media attending....and is proud of its' record after some 600 shows. We are pleased to be able to copperate with and offer help to S.O.S., but making sure that their agenda is accomplished is not 7th on Sixth's responsibility.

I must go now as we have an Awards Gala to put on tomorrow evening.

All the best,

Fern Mallis

In response to our news/editorial item on who might replace the late Liz Tilberis as Editor-in-Chief of Harper's Bazaar is one of our own contributors:

Ernest, You're going straight to hell. To jump into gossip at a time like this is just wrong. I'm not laughing this time. Don't you have a sense of humanity, Ernest? Shame on you! God bless her soul. I hadn't even heard about it. Why are you so hateful? Fashion has really gotten the better of you. I know you can do better morally. I just know it. I am so shocked and saddened. I heard only wonderful things about her.
Chauncey Zalkin

In respond to our editorial on PaperMag winning the 1999 "Webby Award" for best fashion site is Paper Magazine publisher Kim Hastreiter...

thank you for sending your comments to me. i am sorry you dont like our fashion coverage and think us undeserving of this award.

You also have obviously never read PAPER Magazine or at least do not know what PAPER is about. PAPER Magazine is a 15 year old style, arts and entertainment *monthly*, (NOT a weekly, as a weekly as you state in your editorial).. Our four year old site,PAPERMAG is a daily updated site of original content that does not appear in our magazine. In fact,the site and its editorial are produced by an entirely separate staff from PAPER Magazine. There is rarely any redirected content from our magazine's fashion or news coverage. We have a different copy written about the shows than for the magazine. We have a different photographer covering the shows than for our magazine. We are also not entirely a fashion site. We cover daily news,arts and entertainments, including fashion news, advice and shopping. We also have a rather opinionated searchable guide as well as quite active message board community.
I dont begrudge you your right to your opinion, but I do think that you have a responsibility to get your facts right when you opine publicly.

Thank you, Kim Hastreiter

Making Friends and Influencing People...

Mr. Timothy Hudson claiming to run an on-line retail fragrance site called emailed asking for us to put up advertising on the Fashion & Beauty Internet Association site that The Look On-Line hosts in exchange for a 10% commission on sales generated from the site. I informed Mr. Hudson that " Our policy is not to give away advertising space. Few good sites ever run that kind of promotion. If you cannot afford to pay for advertising, you cannot afford to run it." In response to our email this is what he wrote us:

"Thanks for all the info, since you must be right about good sites being able to afford advertising and that no good sites create any quality relationships that are mutually beneficial. Hey I've got a really good idea. Go to your bathroom, take the plunger there sitting in the corner and shove it up your ass."

- Timothy Hutton

We just photograph their shows...

"Another Victoria's Secret magazine came in the mail today and promptly met the trash can...that's where I put garbage. I don't remember the magazine being so sluty years ago. I used to like Victoria's Secret, I thought it was tasteful, far above Frederick's Of Hollywood. Now it seems that Victoria's Secret is on the same level with all the other lingerie magazines and I won't stoop that far down.

Why is it that a large portion of society excepts the fact the women aretreated like objects? Just something pretty to dress up and show off. I'm sorry, but there is far more to me than that. I'm not some shallow bimbo who cares to flaunt herself to the world, nor am I a wife who needs to wear some see-through negligee to earn her husband's affections. As a matter of fact, my husband hates negligees and threw away a few lacey things I had stashed in a drawer from years ago.

. So, you're probably thinkng that anyone who's this opposed to the glorification of flesh and bimbos must be some 300lb. housewife who sits around eating cookies all day. That couldn't be further from the truth. I'm the wife who gets upset when another man tells my husband, "You sure are lucky....she's so beautiful." Yes, my husband is lucky because I haven't met a meat-grinder head first, not because I'm intelligent, creative, compassionate, and have a great sense of humor. That's absurd!

Please, rethink your ads. Real women want to see real women in clothing that won't make them feel like they should be posing for some pornographic centerfold! We just want to feel comfortable and feminine. Is that too much to ask for? Thank you,

- name withheld

Not enough intellectual horse-power...

It's a shame you have neither the intellectual horse-power to follow through with your ideas, some of which are okay, nor the financial backing to show how much better you would do things given the chance. As it stands, your efforts seem undergraduate and underfunded. There was a good story there about Liz Tilberis's grandstanding and the decline of Harper's Bazaar as the front-runner in fashion publishing but instead we get the inane grumbling of someone who probably didn't get invited to the book launch. I'm certainly not a fan of Tilberis -- who is? -- but she deserves the respect that a well-balanced, intelligent piece would have afforded her.

Meanwhile, don't you think it's a bit rich of you to talk about "visual aesthetics" (by the way, aesthetics can only be visual) when your site is such an eyesore? I wish you the best, but it's time for you to rethink what you're doing. Why not restrict yourself to a well presented and useful set of links? At least then your site will have a purpose. I'm sorry to sound harsh, and by the way I'm on the side of the underdog, but at the moment I have to agree with the dude from Hurricane.

Horatio Silva

Out of the mouth of babes...

An email regarding The writing in this magazine JEES you guys..! dont you have any money to hire GOOD Writers!!! your writers are HIGHLY unprofessional. JEEZ, i think that even my baby sis can write better! Please do something about your magazine. I am not the only one who feels this way. i think your WRiting and your editorial time SUCKS BIG TIME!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!

-Mellisa Gabriels

It makes us proud...

"... Anyway, I've recently taken on a new position at a different publication (one that ISN'T fashion) and needless to say, I've felt like I'vebeen completely cut off from the fashion world, that is till I started visiting your site again. I would like to personally thank you for your extensive coverage of the industry. I find your clever, candid voice and sharp tongue that isn't afraid to tell it like it is very refreshing, as it often reveals the fashion industry for what it really is ... politics, politics, politics,inflated egos and politics! Thanks for not succumbing to the "Emperor's New Clothes" epidemic, in which someone will tout a no-talent simply becausesomeone "important" did, which seems to permeate throughout. I especially loved your little piece on Kelly Klein! She's a prime example of a no-talent that simply knows (and was married to) the right people. Again, I'djust like to thank you for providing me with the fast fashion fix I'm in search of in such a wonderful forum. Others may call you the "shnook," but Ithink you're the coolest! Thanks for always making me smile. Keep up the goodwork!"

- name withheld

A comment about the poor quality of our writing...

"Do yourself a favor and hire a decent copy editor. Is it that difficult to find someone with strong writing skills? Maybe you people know your subject matter, but your writing is clumsy, inarticulate and amateurish. A few suggestions: "get rid of all the quotation marks" -- especiallywhen you've already italicized a word or phrase. Don't use exclamation points. Find out what does and does not constitute a complete sentence. These are mere bandaids. You really need a surgeon. Please, for your own survival, if you everwant to be taken seriously, get your tortoise-shell bangled mits on someone whoknows something about writing."

- Adriana Velez

Concerning our editorial on "7th on Sixth" barring links to other fashion sites are comments by the CEO of Hurricane Interactive who put up the site...

"My name is Jordan Harris and I am the CEO and President of Hurricane Interactive. Get it right or you will look even more idiotic! Ernie, if you are trying to be a "business man", you should learn to choose your fights wisely. I am not your enemy, I own a company that makes a profit. I am not in the business of "non for profit" the way you are. Maybe if you learned how to deal with people you would actually gain some credibility and make some money. No one gives a crap about your little Website, do your self a favor and go back to doing whatever it was you did before you decided to self promote yourself through a front-end called Shnook On Line".

- Jordan Harris

On our tribute to Marcello Mastroianni...

May I just say as an Adelaide based Suzy Menkes - alias a freelance fashionjournalist for magazines around Australia - what a welcoming surprise it was tosee your credit of Mastroianni's departure from this lifetime. Indeed heepitomised a style of which will no doubt remain in our memories for a long timeto come, inspiring many. From Fellini through to Altman - Marcello not onlystole out heart's as the journalist in LA DOLCE VITA but also close to fortyyears later graced the big screen in Pret a Porter with sex siren Sophia Loren. I am thankful for your mention & feel that it proves you are indeed awebsite on the ball & in it for all the right reasons - keep up the goodwork! I will miss Marcello very much but feel that he is at this moment on cloud9 looking down.


A comment on the state of world fashion...

I'm 40 yrs. old and subscribe to several women's mags, and am very interested in fashion, beauty, etc. I am appalled at the fashions I see right now....they're soooo ugly.....mismatched, too-short, too tight pants and tops...horrible colors...I can't believe anyone would want to wear this stuff.

Fashion designers seem to be in it for shock value and it seems they arealways trying to outshock one another. Real women are looking for classic simple pretty clothing that looks feminine and basic at the same time. I'm really tired of what seems to have been a trend for some time now, and cannot believe people are making money on this stuff!! Some of it is nice, but most of it is trash.

An e-mail regarding our editorial on Marc Jacobs:

All I can say is, "Right On!"

For years I have wondered why is Marc Jacobs, soooo important to the American Fashion Scene? And, for years, it has seemed as though I am one of the only people who has felt this way about his talents.

Just as it's been time for Yves St. Laurent to retire, can we please send Marc out to pasture as well? He may have had that glimmer of talent when he was a fresh face out of fashion school. Now we know the real deal and it's about time he find his seat next to Christian Roth on the boat that's setting sail for the end of the earth.

(Editor's Note: We hear that Christian Francis Roth is starting up a new company and may be sailing back from the ends of the earth!)

Regarding Kate Bonn's story on Hollywood and fashion...

The article that appears on the Internet about the supposed symbiotic relationship between the fashion industry and the film industry was less than inspired. It is easy to say, I suppose, that because one might find some two bit actor inthe front row of a fashion show, fashion and film thrive off of each other. Pret-a-porter is an excellent example of how far from the truth such a supposition is. Robert Altman, a Hollywood legend, came nowhere near in capturing anything truthful about what may go on behind "the seams".

"Unzipped" on the other hand, did just that; however, the movie's real attraction was Isaac Mizrahi's charm, without which, "Unzipped" would have sat in the theaters like an bland chemise. Please realize that the film industry needs fashion about as much as Cindy Crawford needs breast implants (they both can live without them and still make millions).

- Michael P.

In response to Michael's letter Christine wrote:

I really liked Michael P's comments about the film "Unzipped."Believe me, I love fashion, but films of models trying to get into dresses and shoes at the last minute are very boring. Give me Ingrid Bergman in a beautiful gown any day!

But Mizrahi comes across as a real person, very caring about life and people, and his personality tantalizes and attracts because he is not portrayedas a 'star' but as someone who is trying to express himself and live life asbest he can. Maybe what Michael doesn't know is that- if they are like me- many women who saw that film would love to meet and spend time with Mizrahi- becausehe is sincere and because he seems to understand us so well. If a film can arouse that sort of interest, it is, in its own way, a cinematic success.

-Christine Shear

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