Grailed officially launches womenswear site Heroine

By

Obi Anyanwu

Published
Oct 11, 2017

Heroine, the second-hand womenswear marketplace from Grailed, has finally arrived.
 

Grailed first announced the new women’s fashion website in February with a short video on the company’s development and expansion. Jake Metzger, Director of Marketing at Grailed, said in February that women have been active on the website for years prior to the announcement, and Brand Director Kristen Dempsey told Complex earlier this year that the website will operate separately from Grailed.
 
While Grailed focuses on menswear and streetwear favorites like Raf Simons, Undercover, Off-White, Fear of God and Supreme, Heroine is stocked with coveted vintage and modern pieces from top women’s ready-to-wear and couture designers such as Maison Margiela, Céline, Issey Miyake, Comme des Garçons, Helmut Lang and Rick Owens. Sellers on the luxury womenswear marketplace fulfill each order, and the website collects only 6% of the sales.

In addition to operating a fashion marketplace, Heroine features an editorial section with photoshoots, interviews, street style, and lifestyle musings.
 
Founded in 2013, Grailed is an online fashion marketplace where buyers and sellers can communicate prior to making a deal. The company launched a mobile app in 2016 and opened its first pop up shop in Los Angeles.