{"id":69418,"date":"2026-03-30T17:06:22","date_gmt":"2026-03-30T21:06:22","guid":{"rendered":"https:\/\/alumni.cornell.edu\/cornellians\/?p=69418"},"modified":"2026-03-30T17:06:23","modified_gmt":"2026-03-30T21:06:23","slug":"detoure-russell","status":"publish","type":"post","link":"https:\/\/alumni.cornell.edu\/cornellians\/detoure-russell\/","title":{"rendered":"Crave that Trendy Outfit? You Can Buy It Here at a Hefty Discount"},"content":{"rendered":"\n

A Human Ecology alum\u2019s fashion startup offers a secondhand market for social media influencers\u2019 clothing and accessories<\/p>\n\n\n\n

By Melissa Newcomb<\/strong><\/p>\n\n\n\n

While working in marketing for a sustainable jeans company, Meghan McKenzie Russell \u201919, BS \u201918, was staffing an event promoting the brand to social media influencers when she overheard attendees complaining that their closets were overflowing.<\/p>\n\n\n\n

<\/p>\n\n\n\n

\n

As she explains: in the world of influencing, companies commonly give content creators clothing, shoes, bags, makeup, and other products in exchange for publicity.<\/p>\n\n\n\n

\u201cThe thing with influencers, though,\u201d Russell explains, \u201cis they may wear an outfit once on social media, and then never again.\u201d<\/p>\n\n\n\n

To give content creators a way to offload unwanted products while generating income\u2014and to divert \u201cfast fashion\u201d items from the landfill\u2014Russell founded Detoure<\/a>, an online marketplace for influencers\u2019 secondhand clothing and accessories.<\/p>\n\n\n\n

<\/p>\n<\/div>

\"Meghan
Celebrating the store’s debut in 2024.<\/figcaption><\/figure><\/div>\n\n\n\n

<\/p>\n\n\n\n

The business, whose name is a portmanteau of \u201cdetour\u201d and \u201ccouture,\u201d also has a storefront on L.A.\u2019s Melrose Avenue, one of the city\u2019s premiere shopping districts.<\/p>\n\n\n\n

\u201cThings easily catch my eye here,\u201d one college-aged shopper told<\/a> the L.A. Times<\/em>. \u201cThen you check the price tag and it\u2019s so cheap.\u201d<\/p>\n\n\n\n

The venture, which has also been featured<\/a> in national media like NBC News, started in spring 2022 as a pop-up shop in a friend\u2019s backyard. <\/p>\n\n\n\n

\"The
Detoure carries clothing and accessories …<\/figcaption><\/figure>\n\n\n\n
<\/div>\n\n\n\n
\"11
… including an array of purses.<\/figcaption><\/figure>\n\n\n\n

After Russell marketed the event on social media, hundreds of hopeful shoppers lined up around the block.<\/p>\n\n\n\n

Over the course of two years, the pop-ups expanded to other cities including NYC and San Diego before Russell launched the storefront in April 2024.<\/p>\n\n\n\n

The venture started in spring 2022 as a pop-up shop in a friend\u2019s backyard. <\/p><\/blockquote><\/figure>\n\n\n\n

\u201cI had a lightbulb moment where I thought, \u2018People follow influencers in order to dress like them\u2014so why not be able to shop their closets directly?\u2019\u201d Russell recalls. \u201cI went home, super eager, and started emailing hundreds of influencers.\u201d<\/p>\n\n\n\n

On the Hill, Russell majored in global and public health sciences in Human Ecology, was a member of Pi Beta Phi sorority, and worked at the Women\u2019s Resource Center.<\/p>\n\n\n\n

<\/p>\n\n\n\n

<\/p>\n\n\n\n

\n

She also met her future husband, the rapper and singer Paul Russell \u201919<\/a>, famed for the viral hit \u201cLil Boo Thang.\u201d<\/p>\n\n\n\n

At Detoure, Russell and her staff of six focus on popular Gen Z and young-Millennial brands including Reformation, Revolve, Lulus, and Princess Polly.<\/p>\n\n\n\n

Clothing and accessories\u2014which may be new with tags or barely used\u2014are priced between 40% to 60% off retail, and cosmetics (which must be unopened) at around 70% off.<\/p>\n\n\n\n

It also offers curated \u201cmystery boxes\u201d: customers send a screenshot of a Pinterest board with outfits they like, and staff assemble items inspired by its style.<\/p>\n\n\n\n

<\/p>\n<\/div>

\"Meghan
In Collegetown with future husband Paul.<\/figcaption><\/figure><\/div>\n\n\n\n

<\/p>\n\n\n\n

<\/p>\n\n\n\n

Detoure\u2014which participated in the prestigious startup accelerator 500 Global<\/a> in spring 2023\u2014accepts items from influencers who have at least 10,000 followers across their social platforms.<\/p>\n\n\n\n

It currently works with around 250 clients, who receive a portion of the revenue when an item sells.<\/p>\n\n\n\n

\n

I had a lightbulb moment where I thought, \u2018People follow influencers in order to dress like them\u2014so why not be able to shop their closets directly?’<\/p>\n<\/blockquote>\n\n\n\n

<\/p>\n\n\n\n

They have included social media personalities like Tana Mongeau (who boasts a combined 14.5 million followers on Instagram and TikTok) and reality TV stars such as Elliana Walmsley of Lifetime\u2019s \u201cDance Moms\u201d and \u201cLove Island USA\u201d winner Elizabeth Weber.<\/p>\n\n\n\n

Russell estimates that the company has rehomed more 100,000 items since its pop-up days. Things that don\u2019t sell are either donated or returned to the sellers.<\/p>\n\n\n\n

\"The
The store is located on one of L.A.’s trendiest shopping streets.<\/figcaption><\/figure>\n\n\n\n

After the 2025 L.A. wildfires, Russell even opened up the storefront to help impacted residents rebuild their closets free of charge.<\/p>\n\n\n\n

\u201cGen Z wants to be sustainable\u2014but a lot of times they can\u2019t afford it, because brands that are sustainable are usually really expensive,\u201d she says. <\/p>\n\n\n\n

\u201cI wanted people to be able to shop the styles they see on social media, but secondhand.\u201d<\/p>\n\n\n\n

(All photos provided.)<\/em><\/p>\n\n\n\n

Published March 30, 2026<\/p>\n\n\n\n

\n","protected":false},"excerpt":{"rendered":"

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