Katharine McPhee, Jamie Chung Fete JustFab's Debut Ready-to-Wear Collection

Katherine JustFab - H 2015
Courtesy of JustFab

Katherine JustFab - H 2015

JustFab co-CEO Don Ressler says the brand is the next H&M.

JustFab began as an online footwear destination in 2010 before quickly branching out to jewelry and handbags, so it should come as no surprise that the e-commerce site (that boasts over 35 million members) is expanding it's reach yet again by launching a ready-to-wear apparel collection.

JustFab's new shopping experience will include advice from a style panel (Jessica Paster, No.11 on THR's 25 Most Powerful Stylists list, included), trend reports, behind-the-scenes access to industry insiders and picks from fashion influencers. Every month the styling team will recommend full looks, which can also be bought as separates. The El Segundo-based company also owns Kate Hudson's Fabletics sportswear line, FabKids and online shoe retailer Shoedazzle, which JustFab acquired last year.

Katharine McPhee, Maria Menounos and Jamie Chung all gathered in West Hollywood Wednesday night to sip champagne and browse the new spring collection — think: printed bomber jackets with matching pants, colorful maxi dresses and royal blue fringed heels. "I'm all about the high and low in fashion. It's good to be eclectic," said Chung at the event's pink carpet. Disney Channel star Peyton List — who mixed high and low brands, pairing a Helmut Lang top with striped JustFab shorts — made an appearance and went home with the mint green romper. "I love that romper. It is perfect for when I am running around with my little brothers," noted the 16-year-old. 

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During the event,  Pret-a-Reporter sat down with JustFab co-CEO Don Ressler to chat about why the brand decided to expand and what the future holds for the company.

Pret-a-Reporter: So why create an apparel line now?

Don Ressler: Shoes are typically 20 percent of any fashion company's overall business, and so far it has been almost 100 percent of our business, and we have been wildly successful. We did a few capsule collections last year, and they performed really well, and the customers are telling us this is what they want. They want head-to-toe style and fashion from us, and we want to give that to them.

Who's your target audience?

It is really across the board — you can't really put a pin on the demographic. It is more of a fun woman who cares about style. These women may be able to afford designer shoes, but they don't want to buy a thousand dollar pair of heels that they can only wear a few times. They feel good about buying a product that has the same kind of feel and they can wear them one or two times. You know you aren't going to wear a bright yellow pump more than a few times. But it is really about the personal experience we create. It is a fun way to shop online. And no one else is really doing what we do.

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So you can now get a whole styled look, from shoes to a dress to a bag, on JustFab.

Head-to-toe styling is what I love about it. You go into a store and you are at the mercy of merchandiser who is picking colors and trends that he or she thinks you will like, but we take the guesswork out of it. These people are shopping with us every month, and these things are specially curated for her, and it is a style that she can identify with.

What do you want people to know about your ready-to-wear apparel?

JustFab is a brand that earned the respect of our consumer over that past 5 years. They know that we are going to give them the latest trends, they know that the price point is great and we are not going to slow down. We truly think that we are the next H&M. We are a fun way to shop, and there is no stopping our business. We want to be the H&M of online, curated fashion.

Nasty Gal and other online retailers have started opening brick-and-mortar stores in addition to their website. Is that something JustFab will be doing in the future?

Never say never, but at this point, no. We built this company by doing what we do best. You know, I think the retailers are trying to figure out what we are doing, and we are going to stick with what we know. 


The collection, priced between $9.95 to $69.95, is now available on JustFab.

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Jamie Chung in the brand's green romper.

Maria Menounos on the pink carpet.


Jesse actress Peyton List in Helmut Lang and JustFab. 

Co-CEOs Don Ressler and Adam Goldenberg celebrate the launch.