The Spark of Genius Series is made possible by MicrosoftBizSpark. Each post highlights a unique feature of a startup. If you’d like your startup considered for inclusion, please see the details here.

Name: Modavanti

Quick Pitch: Modavanti is an online retailer that promotes sustainable fashion.

Genius Idea: Interactive features like “My Closet” and in-depth designer profiles function to create a community centered around eco-fashion.

Fashion forward can mean a multitude of things depending on the context. In the case of online retailer Modavanti — which literally translates to “fashion forward” in Italian — the phrase refers to sustainability in style.

When it comes to fashion, tracking down pieces that are both ethically sound and trendy can be a difficult feat. Modavanti allows shoppers to purchase apparel that fits their values without compromising on style. The primary goal of this venture is to take sustainable fashion out of the “green” niche and bring it to the mainstream.

The site, set to launch in September, will feature a curated collection of clothing with in-depth profiles of the designers behind the Earth friendly labels. A new designer and a capsule collection of their designs will be showcased every five days.

And because we are all addicted to online bulletin boards, Modavanti will provide a virtual closet for your purchases, aptly named “My Closet.” Your closet is a space to share new brands and trends with other users, thus broadening your stylish, like-minded community.

“My Closet” also functions as a crowd funding source — so if you desperately need that dress/bag/blouse, alert your family and friends via email and let them help you get the coveted piece into your real life closet.

Would you shop at Modavanti? Let us know in the comments.

Image courtesy of iStockphoto, rvlsoft

The Spark of Genius Series highlights a unique feature of startups and is made possible byMicrosoft BizSpark, a startup program that gives software startups three-year access to Microsoft software development tools, marketing visibility to help promote their business and a connection to the BizSpark ecosystem, giving them access to investors, advisors and mentors. There is no cost to join, so if your startup is privately owned, less than three years old and generates less than U.S. $1M in annual revenue, sign up today.

Article source: http://feeds.mashable.com/~r/Mashable/~3/MsKaz7Whwkw/

EMKWAN

Online presenter, serial vlogger, blogger and geek 2.0. YouTube and Blip channel manager. Editor of @avorah - tech, gadgets and style webcast company.

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