New York, NY, January 31, 2007 - Fashionistas everywhere will trade their stilettos for slippers when iVillage, the leading online destination for women, hosts the first-ever virtual Fashion Week in Second Life, the 3-D world that allows its residents to virtually live a second life online. The event will take place at 9pm EST on Monday, February 5th, on a custom built runway outside of the iVillage Loft in Second Life.

Unlike New York Fashion Week, where tickets are as unattainable as the dress code, anyone can have a front row seat at the show in Second Life by going to secondlife.com, creating an Avatar (virtual character than represents the user) and "transporting" to the iVillage Loft. Attendees will be able to log on from home and watch the shows in a bathrobe and slippers with a cup of hot cocoa.

The must-attend event will feature the creations of three of Second Life's most popular fashion labels: caLLie cLine, Simone Stern and Paper Couture. Each design team will present five different looks reflective of their personal style, as well as current trends in Second Life fashion. In order to allow for additional interaction, there will be a brief period after each presentation where residents, guests and press can ask the designers questions about their clothing, business and general living in Second Life. When the show ends, attendees will be able to teleport directly to the designers' stores to purchase the fashions they just viewed via an iVillage.com branded HUD (Heads-Up Display).

iVillage created its Loft space on Sheep Island (region of Second Life) to serve as a meeting place for residents and a location for its Girls' Night Out events; Monday's event is the third in this series. According to recent data, 50% of Second Life's 2.9 million residents are women. iVillage seeks to create something unique for an underserved market.

"Second Life has a powerful community of over one million women, yet there are a very limited number of activities that cater to them," said Linda Boff, Chief Marketing Officer for iVillage Properties. "We decided to create the iVillage Loft and Girls' Night Out events as a way to bring women together. Since fashion has proven to be an important form of expression in Second Life, our Fashion Week event will serve as the ideal forum to engage them."

Second Life fashion mirrors real-life fashion - the more stylish the clothes, the more attention people garner. While one can exist in Second Life with only the clothes they purchased upon joining, most residents go shopping for different outfits that allow them to express and personalize their style. Designers in Second Life range from sophisticated to edgy to inspiring.

"iVillage's virtual Fashion Week event is a great way to demonstrate what is possible for women in the virtual world in terms of fashion and business," said Simone Stern, one of the show's designers. "In Second Life, we use clothing to make statements about who we are personally, professionally and emotionally, just as people do in real life."

About Second Life's Top Designers:
caLLie Cline - caLLie started off in Second Life as a photographer, and quickly developed an interest in fashion. She began designing clothing for her brand, which can be described as "funky, flirtatious and fabulous," and quickly became one of Second Life's most famous designers. caLLie will be showing an eclectic sampling of designs for the show including her new "monogram" line of shoes, jewelry and clothing, and will be using a backdrop of songs she wrote and recorded. caLLie is also a writer for appearance mode blog and Aspire magazine's "caLLie cLine's Miracle Makeovers." Her designs range in price from $L200-$L1500 and can be found in her store, caLLie cLine, located on her new SIM, caLLiefornia.

Simone Stern - Simone began designing clothing in Second Life in 2004. Her creations can best be described as "simple elegance," and the collection she will be showing was inspired by the music of Ella Fitzgerald, Samba dancing and Fallingwater, the form fitting slender lines of mid-20s fashion as demonstrated by Coco Chanel. One of her looks will be a non-traditional wedding gown in red and white, loosely inspired by Grace Kelly. Her popular line and willingness to help others in Second Life has helped facilitate the careers of many other designers by allowing them space in her malls for free. Simone draws her own textures, makes some of the best silks and formal wear, and has a popular male clothing line that has also taken off. Simone's clothing can be found on the Island of Simone and prices range from $L200 - $L800.

Paper Couture - This five-person design team takes Second Life fashion to the couture level, with some creations having been compared to those in Vogue. The line includes accessories, shoes, clothing and formal wear. For their spring collection, Paper Couture decided that flowers are so cliche that they are once again in fashion, and their clothes will translate the shape and flow of petals into fashion. The line ranges from $L200 - $L1,000 and is sold at House of Lu and Barcola.

How to Attend the Show:
To attend the show, residents of Second Life can obtain an iVillage-branded tour application for free at the iVillage Loft at http://tinyurl.com/ye2msl, which will take them directly to the event outside of the loft.

For non-residents, we are happy to help you set up an Avatar, or you may view the progress of the show on iVillage's Girls Night Out blog at http://www.ivillagegno.com.

iVillage Inc., a division of NBC Universal, is the first and largest media company dedicated exclusively to connecting women at every stage of their lives. Ranked the #1 online destination for women with 16 million unique visitors (comScore MediaMetrix), iVillage.com offers an authentic community infused with compelling content from experts on health, parenting, pregnancy, beauty, style, fitness, relationships, food and entertainment. The site's interactive features include thousands of message boards and a wide variety of social networking tools, allowing women around the world to connect, share ideas, and seek advice and support about everything from fertility to fashion.

Established in 1995, iVillage's brand extensions include iVillage UK, iVillage Total Health and owned sites Astrology.com, GardenWeb and gURL.com, in addition to the Newborn Channel. The company, acquired by NBC Universal in May 2006, is based in New York.

Second Life:
Second Life is a 3D online world with a rapidly growing population of over 3 million registered residents from 100 countries around the globe, in which the residents themselves create and build the world which includes homes, vehicles, nightclubs, stores, landscapes, clothing, and games.

Second Life is created by Linden Lab, a company founded in 1999 by Philip Rosedale, to create a revolutionary new form of shared 3D experience. The former CTO of RealNetworks, Rosedale pioneered the development of many of today's streaming media technologies, including RealVideo. In April 2003, noted software pioneer Mitch Kapor, founder of Lotus Development Corporation, was named Chairman. Based in San Francisco, Linden Lab employs a senior team bringing together deep expertise in physics, 3D graphics and networking.