The Vivant becomes the third property in the StyleCaster family after StyleCaster News and Beauty High. StyleCaster News focuses on fashion while Beauty High covers makeup and hair. The Vivant tells all those fashionable StyleCaster readers places to go, tips to get in to the best parties, and ways to live big even if you’re not a millionaire.
“Departures is great if you’re 50,” StyleCaster CEO and cofounder Ari Goldberg told me. “Condé Nast Traveler is great if you have a third house in Italy. What about people who younger and still want to enjoy luxury?”
Goldberg said the target demographic of The Vivant is young urban professionals “between the ages of 24 and 34,” with some folks outside that range. “We want to fulfill the needs of the StyleCaster girl,” Goldberg said.
The Vivant’s site, which went live today, features content including an article about New York Fashion Week party crashing tips, a list of luxury hybrid cars, and a profile of Graydon Carter’s new Beatrice Inn restaurant in New York’s West Village. Ideally, the site will be updated every day with more content like this.
New York City-based StyleCaster was founded in 2009 and redesigned its site recently with heavy influence from Pinterest and Tumblr. The company has raised a total of $5.5 million in funding to date. Its last funding round in November 2011 came from folks including Zynga chief mobile officer David Ko and former MySpace CEO and Zynga exec Owen Van Natta.
Top photo: The Vivant
Homepage photo: Holly Owens/Instagram