About Us

Curated Crowd is much more than a marketplace – we’re a platform built to connect independent designers with conscious consumers, all over the world. This is a call to change the way you dress forever.

Providing easy and direct access to the world’s best and most unique independent labels, Curated Crowd sidesteps the heavy revolving doors of the traditional fashion industry. A portal to inspirational, creative and conscientious brands, we disrupt the traditional catwalk-to-highstreet cycle of fast fashion, featuring only designers who follow their hearts ahead of empty trends.

Everyone’s got what everyone’s got, so we offer something special... With many of our brands designing and producing pieces in small quantities, plenty build limited edition collections or work on a made-to-order basis.

Sometimes, we know, only an encounter in person will do. While Curated Crowd’s online offering stretches our reach across the world, we’re committed to local as well as global accessibility. This is the reason we offer brands the opportunity to showcase off- as well as online, and our programme of London Pop Ups sits international talent in the city’s most bustling hubs. Curated Crowd is proud to bring both: tap-of-a-key convenience, as well as hold-it-in-your-hands experience.

Curated Crowd supports the growth of designers by hosting launch events – and providing digital marketing, personal styling, content creation, access to international manufacturers as well as PR services. Put simply, we nurture talent: whether homegrown or far flung, Curated Crowd always supports from the ground up.

Drop us an email if you’d like to learn more about all the benefits of joining our community, and watch our brand video here.

Not just a Marketplace

We believe in fashion, and in designers with a story to tell.

We think of ourselves as a book, holding each of those tales together – every chapter building the narrative of design excellence. It’s a story we tell every day, providing makers and doers with the dedicated space to sell their work directly and at a price as fair to them as it is to our customers. Ultimately we care about creative talent, celebrating incredible designs and all the drive and vision that brought them into being.

Shopping with Curated Crowd makes customers into patrons of independent design.

Buying directly from the hands and minds which made an object, every customer builds on the last to establish new brands and empower craftspeople in an increasingly mass- produced world.

There’s strength in numbers: that’s why building our fashion community is so important.

While there are plenty of online marketplaces, Curated Crowd represents the antidote to big-name white noise. The clue’s in the name – rather than piling the shelves high and leaving customers to rifle through thousands of things they don’t want or need, our selection is meticulously curated. We only stock brands we believe in. And when it means that emerging designers and appreciative audiences find each other, less is definitely more.

Meet our designers and curators both online and offline.

We organise regular pop-up shops and trunk shows around the world. To find out where our next event is, make sure to sign up to our newsletter and follow us on our social channels.

MEET THE TEAM

Ada Yi Zhao
Ada Yi Zhao
Founder & CEO

Ada Yi Zhao - a financier, novelty seeker, with an acute style, was born in China and moved to London at the age of 16. With a distinguished career spanning over 10 years in the world of Investment Banking, she founded Curated Crowd to provide a unique channel for emerging brands to introduce themselves to the world, candidly reflecting the spirit of their brand without compromise. Ada is a member of the British Fashion Council - Fashion Trust, a contributor to the Huffington Post and a member of the Organising Committee of the Convoco 3.0 Forum.

Rasha Khawaja
Rasha Khawaja
ADVISOR

Rasha Khawaja is the founder and CEO of Toucan Ventures. Rasha’ s passion for innovation and nurturing new talent and business continues through her role as a member of the UKBAA; as well as being an active member of the advisory board of Innovation RCA, and the development and strategy board of the ZSL.

Dr. Corinne Michaela Flick
Dr. Corinne Michaela Flick
ADVISOR

Corinne Flick is founder and Chair of Convoco! Foundation, a think tank promoting inter-disciplinary discussion among academics, politicians, business leaders and artists. As an enthusiastic fashion and art patron, Dr. Flick is a member of the Executive Committee of the International Council of Tate Gallery, London.

Nathan Medlock
Nathan Medlock
ADVISOR

Nathan Medlock is a partner at Zouk Capital with over 20 years experience in private equity and investment banking. He is also a board member of numerous successful tech companies including iZettle, Huddle, Readly and Taulia.

Michelle De Conto
Michelle De Conto
ADVISOR

Designer Development & Senior Business Advisor to designers at the British Fashion Council: NewGen, Fashion Trust, Vogue Fashion Fund. Over the past 20 years, Michelle has developed and internationalised numerous world renowned fashion, luxury and lifestyle brands such as Bulgari, Dolce & Gabbana, Burberry, Ray-Ban, Lacoste, Prada, Oakley and LVMH Spirits.

Marianna Satanas
Marianna Satanas
ADVISOR

As the Vice President of E-Commerce at Alice + Olivia, she has over nine years experience in the industry, previously working with Net-A-Porter Group as Head of E-commerce and content product manager at Mr Porter.

Lainey Sheridan-Young
Lainey Sheridan-Young
ADVISOR

As the founder of LS-Y Brand Consultancy, and Head of the Branded Lifestyle division at IW Capital, Lainey Sheridan-Young has mentored and collaborated with numerous well-known brands from the nascent stage to larger internationally recognised business.


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