thewhitebook is an Australian fashion and style website which was launched in May 2007. The concept was to create a collaborative and evolving online space, which promotes emerging and established Australian labels to a local and global audience. thewhitebook has already created a strong presence in the fashion community, receiving more than 300,000 hits from 65 countries to date.
Labels are featured via their own editorial page and are designed by the designers themselves. They include; fashion darlings Alice McCall, Ruby Smallbone and Rebecca Thompson, Northern Territory based jeweller Charmaine Baltis, Mogil who recently collaborated with Sportsgirl for an accessories line, Mwasi Kitoko – designed by a Rwandan born and now Australian based designer, internationally renowned Ghost & Lola, runway street wear label Vicious Threads and hot menswear brands Armour and Premonition.
In addition to fashion editorials, thewhitebook also provides listings to must know hair, beauty and body salons as well as quality clothing alteration, shoe repair and dry-cleaning services around Sydney and Melbourne. Another extremely popular section is pavement, which combines current fashion news with local and international street style fashion photography.
“Try www.thewhitebook.com.au for slick information on local labels, what’s new, fashion events and fashion and beauty news.” The Sun Herald - 3 June 2007.