• September 27, 2007

DKNY and Sephora have signed on as the first major brands to launch shops in Stardoll, the virtual "paperdoll" world geared to 'tween and teen girls.

Stockholm-based Stardoll unveiled a galleria-style marketplace in August, where girls could buy clothes, shoes and other accessories from one of the eight in-house fashion lines. Now LVMH (parent company of Sephora and Donna Karan) will set up shops for the two brands.

Members will be able to buy DKNY fashions and Sephora makeup using the "Stardollars" virtual currency--with couture and color updates that correspond to the changing seasons.

"The millions of members of the Stardoll community are a group of great relevance to the future of our brands and it is exciting to be able to interact with them in their space," said Antonio Belloni, group managing director of LVMH.