The Style Coalition functions as an organization of independent fashion
bloggers. Yuli Ziv told The Observer that the group will "set new ethical and practical standards for
independent Web writers" and also "serve as a social media consulting
group for ad agencies and brands." Ziv's co-founders include MyItThings.com Co-Founder and COO Saar Paamoni and the husband-and-wife team behind GiftGirl.com and
StyleObserver.com, stylist and writer Jean Vouté Pratt, and Marketer and Chief Technology Officer Michael Pratt.
Initially, the group is planning to push for more space for bloggers at NYC's Mercedes-Benz Fashion Week who are part of InsideTheTents.com, a Style Coalition-sponsored Web site that aggregates their fashion coverage into one online location, at the first Fashion Week to be held at Lincoln Center in 2010.