So What Is VFiles? The Hippest Name In New York (Loved By Rihanna) Explained

So what is VFiles? We know you’re probably asking and there’s no one, straightforward answer – which means your question is warranted and we’ll try to explain. VFiles has to be one of the hippest names on fashion tongues – and has been for the past few years. But is it just a label? A store? A social shopping community? A platform for emerging designers? It’s basically all of these things, wrapped up with a street-wise bow and a cheeky Jeremy Scott-style cherry on top.

VFiles started life as an online cultural network and small boutique store in New York’s Soho. Founded by Australian native and former V Magazine exec editor, Julie Anne Quay, the VFiles.com site attracts millions upon millions of hits a month. It taps into a generation obsessed with streetwear, sportswear, rare and limited edition buys. Once upon a time subculture’s dress codes were kept well out of the mainstream but VFiles now brings them to the masses without denting it’s own credibility thanks to savvy buys and constantly looking forward.

If you want to brag about the next big designer thing that perhaps doesn’t come with a big price-tag, mix up your look with some unexpected Jean Paul Gaultier, or you’re searching for clothes that reflect your life’s playlists and then basically be able to share the hell out of all of these points at any given time, VFiles is your kind of fashion Mecca.

Rihanna and Co. not only hit up VFiles for the best set-to-boom labels (like the now cult-followed Hood by Air or London’s Ashley Williams) but now for the store’s own line: VFiles Sport Plus, which as you can imagine, is only athletic in the sense that you’d wear the garms for a rave rather than a race track. The in-house catwalk collection is presented during New York Fashion Week (you can already buy online now) and then followed by a showcase of emerging young talent for both men and women (and, of course, many items fulfil the all-important unisex sweet-spot which is core to the VFiles offering).

VFiles’ new crew for A/W’15 are Andrea Jiapei Li, Discount Universe, Ximon Lee and Julia Seeman. The latter of the gang is particularly notable – RiRi wore the outsized and off-the-shoulder jacket-fur-bandeau hybrid and denim peplum-hemmed skirt from this Swiss designer to Kanye’s adidas Originals show just hours after it hit the VFiles runway.

See the Autumn Winter 2015 VFiles show in the gallery below...