Industry veteran and expert Fern Mallis has joined the board of advisors of, a two-year-old online marketplace that features specialty and relatively unknown brands, the site announced yesterday.

Mallis is known for her former roles as senior VP of IMG Fashion and, prior to that, executive director of the Council of Fashion Designers of America (CFDA), where she helped create New York Fashion Week. She currently hosts a live conversation series called “Fashion Icons w/ Fern Mallis” at the 92nd Street Y and a talk show called “Fashion Insiders w/ Fern Mallis” on the satellite-radio channel STARS.

"Throughout my career, one of the biggest struggles I have seen is the lack of agility the fashion industry has to evolve digitally. AHAlife's reputation as a trusted discovery platform makes them the natural partner for any luxury brand looking to expand their web audience," she said about her new position.

"Fern innovatively created New York Fashion Week, an authentic stage allowing the most talented designers to reach a global audience; as an industry veteran I am excited for her to share her expertise with us," said AHAlife’s CEO and founder Shauna Mei.