Source: BetaBeat, Nov 2011
The Fancy is part of a new breed of startups that encourage users to clip and share their favorite images from the web. Tumblr is the originator of this behavior, and generated a lot of interest among big fashion brands. Pinterest, which just raised a large round of its own, was the evolution of this business to a much more product-focused service.
Like both these sites, the Fancy is about visual discovery and has become a natural home for fashion brands, which see a high level of engagement from tastemakers around their goods.