November 1, 2009
FOR IMMEDIATE RELEASE
“Real people” the emerging influential force in
the Australian fashion industry
Style expert and
mylookbook.com.au editor Krista Eppelstun
handpicked for new Midori campaign
Savvy to the fact that four in five internet users consume user-generated content, while 60 per
cent of those people read blogs*, Midori has called upon a blogger-only panel of stylish
Aussies to provide up-to-the-minute content for their new Adore Midori campaign, which
launches today.
As famous international fashion bloggers such as Scott Schuman aka ‘The Sartorialist’ turn
their online spaces into lucrative businesses, it was only a matter of time before Aussie
Bloggers became recognized players in the fashion industry, too. And Mylookbook editor
Krista Eppelstun couldn’t be happier!
Seen as somewhat of a style expert, and with a following of over 10,000 dedicated readers,
Krista confesses she’s just a “normal gal who likes to chat about fashion, celebrity looks and
shopping discoveries”. The brains behind the fashion trifecta of digital fashion magazine
Mylookbook, her personal style blog, and successful online store australianflavour.com.au,
Krista not only writes and designs for her own websites, but various other fashion sites and
print publications.
In 2008 Krista’s blog was voted “Australia’s Most Stylish Blog” by Cleo Magazine, and this
year Mylookbook was asked to be the Official Digital Media Partner for the Mercedes Benz
Brisbane Fashion Festival
Krista’s online musings are a unique and personal edit of celebrity looks, her own shopping
purchases, what’s in stores right now and great outfit combinations she’s discovered. Unlike
other bloggers covering international fashion shows and news, Krista prefers to share her
perspective on what’s available right now so that other fashionistas are able to head straight
out and purchase what they’ve just discovered.
glossy magazine with a new issue online every month. You can flip the pages just like you
would a traditional fashion magazine except that it’s always online, ready to assist when
you’re in need of fashion inspiration.
Featuring an article about Mylookbook this year, Virgin Blue Magazine stated “Mylookbook
takes the world of shopping and fashion to another level. Combining celebrity style, current
trends and online shopping mylookbook gives the modern girl everything she needs all in the
click of the mouse”
"I'm really flattered to be asked to be part of Midori's campaign” Krista says “It shows that
fashion bloggers are now starting to be being taken seriously here in Australia as an
influential force in the fashion industry. It's something I've been watching evolve
internationally this past few years and with so many talented Bloggers here in Australia, I feel
like this is just the beginning for lots of great opportunities"
For further enquiries contact Krista Eppelstun
Phone: 0438 731 532
Email info@mylookbook.com.au
*Neilsen media research
NEWS 
