Add an eye-watering price tag, and accessorise with photogenic sales staff - so photogenic their job title is "model" - and you have the look of the much talked about American clothes store Abercrombie and Fitch.

BBC: What is the Abercrombie look?

Ms Bruni worked for several years as a super-model, earning accolades from British clothes designer John Galliano who described her in the film as being "like a silent movie actress with her body language - the dress is her script".

BBC: Carla Bruni opens up for French TV

Chesney said he wants to bring his experience with ecommerce to the new personalized model of Trunk Club, a online personalized shopping service that sends you a trunk of clothes periodically.

FORBES: Former EBay Exec Rob Chesney Named COO At Trunk Club