The Runthrough

The Runthrough, founded in 2011, operated as a B2B e-commerce and SaaS startup targeting the fashion industry. The company developed an online platform designed to be a central hub connecting fashion editors and stylists with a wide array of luxury and emerging brands. This digital space allowed industry professionals to browse virtual lookbooks and request product samples or high-resolution images for use in photo shoots, celebrity events, and publications, thereby streamlining the editorial process.

The business model centered on providing a more efficient workflow for fashion professionals, functioning as a super network that combined social connectivity with content management tools to enhance communication between brands and editors. Its platform aimed to transform how these parties connect and share product information and content. In August 2013, The Runthrough secured $1.2 million in a Seed funding round from investors including New York Angels and OnGrid Ventures. This capital was intended to support further platform development and market expansion. According to PitchBook, the company ceased operations around June 2016.

Keywords: fashion technology, B2B SaaS, digital lookbooks, fashion PR, editorial workflow, content management, brand and editor network, virtual showroom, product sample request, fashion media, stylist tools, e-commerce platform, luxury brands, emerging designers, online fashion hub, PR automation, New York Angels, OnGrid Ventures, out of business, formerly VC-backed