About Us…

Lookonline.com is the longest-running on-line fashion publication in the world. We are pioneers of fashion on the Internet. Before there was Vogue.com, Style.com, businessoffashion, Hypermode.com, FashionInternet.com, NYstyle.com, Fashionmall.com, Elle.com, hairnet.com, Hintmag.com and even Fashion.net ( by a few months), there was us. We have not always garnered the attention, funding or notoriety of some other 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. Our past fashion blog DFR: Daily Fashion Report (5 million page views) has been in blog format for almost 17 years and is recognized as the first fashion blog. Today, our new site combines world-class content with a new world class WordPress graphic design.

Lookonline is a subscription based fashion industry e-zine that focuses on reaching those major influencers who work in or write about fashion.

Since our official launch was on December 1, 1994, as a BBS dial-up service (does anyone even remember what a BBS service is or was?), the Lookonline has been on-line “officially” for 24 years. However, we were already a BBS service by subscription in early 1993 (our first subscriber was Harper’s Bazaar), and it was not until December of 1994 did 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 ‘lookonline.com’.

Front of original invitation

For the record, our official launch was as a party/benefit called “CyberTaste” for the “Charge Against Hunger” program from American Express and Share Our Strength on December 1, 1994. The event was held at Sony Plaza at 550 Madison Avenue in New York. Over 850 members of the public and a small group of the press (WWD did not show up) attended the opening that featured 13 chefs from top New York restaurants serving their signature dishes; a designer auction, wine tasting, desserts, and a live 20 man jazz orchestra. According to officials at Sony, it was one of the largest, if not the largest event ever held to this day at the Sony Plaza’s Atrium. (Rhonda Erb put the whole event together for us). Major sponsors for the event included American Express, Food & Wine Magazine, Tourneau, Romana Sambuca, Coca Cola Bottling Company of NY, Georgette Klinger, Colorite, and Sony Plaza.

Does anyone besides our company remember the event? Twenty-four years online is like a lifetime in the development of the Internet. It was a struggle during the early years to gain recognition, much less respect for our site. I can still remember the days when fashion designers and publicists would look at me in disbelief, if they looked at me at all when I talked about the importance of fashion websites. I was like the invisible man. I would be running around among them, but no one really knew or cared about fashion websites or, for that matter, even the Internet. Well, as the song says: “the times they are a changin”, the Internet is now a force to be reckoned with, and fashion sites and blogs number in the many hundreds.

I want to personally thank our many contributors who, over the past 24 years, have helped our site continue to grow. First and foremost my editor-in-chief, Marilyn Kirschner, whose fashion expertise and determination have set the tone for our editorial coverage; and senior editor Bernadine Morris, who lent her name, expertise and a guiding hand. Also, a special mention goes to Randy Brooke, an exceptional photographer who was always there when we needed him; and Diane Clehane for providing us with first-class coverage of major fashion and entertainment events. Also, special thanks go to the late Susan Sommers for her naming our site, Adrienne Weinfield-Berg and Rhonda Erb, both good friends of lookonline, whose special assignment reporting gave our editorial greater depth; Stacy Lomman, Isabelle Erb and Muriel Geny-Triffaut for their contributions, and Grace Mirabella the former editor-in-chief of Vogue for hosting our first three ‘Master of Fashion Video Interviews’.

And finally, I want to thank my wife Deborah Brumfield for putting up with me all these years. Without her help and support, the lookonline would not exist today.

  • Ernest Schmatolla, founder & publisher
  • Contact: publisher @ lookonline.com