Left: Stevie Dance. Image by Maya Villiger. Right: Collage from Shop Ghost.
Stylist and editor Stevie Dance’s instantly recognizable, light-infused aesthetic evokes an ethereal purism that is as light and delightful as the chiffon seen dancing in the wind of several of the videos she worked on for Russh magazine, for which she served as editor-in-chief from 2009 to 2010. Now a freelance stylist and contributing editor to Oyster magazine, Stevie has taken her captivating vision and turned into the website SHOP GHOST. Resembling an online scrapbook of sorts, the site combines moodboards, offbeat styling bullets and original interviews with industry friends to curate an online shopping experience that connects the dots between online style stalking and commerce.
Jodie Kharas: Where did the name SHOP GHOST originate from?
Stevie Dance: I was brainstorming online ideas when I was out in Seattle on a job and we were staying in a haunted B&B. It was charming but undeniably full of spirits. I called my assistant one night as I was browsing online trying to ignore the creaks in the room, and somewhere in that SHOP GHOST came about.
Jodie: In an industry that is so saturated with new ways of marrying style and commerce, your concept is pretty fresh. Did you set out to do something new?
Stevie: I just felt that most people I knew were spending time browsing online in an unedited, pretty aimless way. I wanted to provide something that felt personalized and intentional.
Jodie: What triggers the “Ghost Loves” collages?
Stevie: They are regular inspiration boards, but twisted and dreamed up so they feel like ours. My editor and right-hand-man, Steff, is a wiz on Photoshop now!
Jodie: You are potentially doing the designers you feature a huge service by linking fashion consumers to products featured on their e-commerce sites. What was your reasoning behind such a direct link from wish list to checkout?
Stevie: I love being inspired by online content, but I always felt there was a step missing. I wanted SHOP GHOST’s online pages to really work for the reader and provide solutions and suggestions. I wanted to offer our readers ways to digest the inspirational aspects of the site within their own lives.
Jodie: Your website bio reads “creative consultant and stylist,” which came first?
Stevie: Oh, I don’t know… I always wanted to be a film critic. I somehow put my hand up here and there and I ended up doing this. I love working with images and people, and fashion allows me this. Styling is a great tool for self-expression.
Jodie: What was the last amazing thing you saw?
Stevie: My mum visiting me in New York [and we] walked up and down Bleeker Street looking for Simon and Garfunkel records, and [there were] those beautiful crab apple trees blossoming early in my favorite Twelfth Street garden in the Village.
Jodie: Who are your favorite designers/brands?
Stevie: Pedro Lourenco, JW Anderson, Dries Van Noten, Leutton Postle, Kenzo, Josh Goot, Lover, Stella McCartney, Delfina Delettrez, A.P.C., vintage [Martin] Margiela….
Jodie: What is good style?
Stevie: Wearing your clothes, rather than letting them wear you.
Jodie: What are you excited to wear this summer?
Stevie: A hat.
