Meet the Curator: How Zora Johnston Brings the ModCloth Marketplace to Life

One of the best parts of shopping the ModCloth Marketplace is discovering something you didn't even know you were looking for. A cat-print dress. The perfect vintage-inspired cardigan. A pair of zodiac socks that somehow feels so you.

Behind those discoveries is Zora Johnston, the curator thoughtfully building a Marketplace full of independent brands, personality-packed pieces, and stories worth telling.

For Zora, fashion has always been personal. Some of her earliest memories are of sitting in her grandfather's Manhattan office, turning leftover fabric scraps into doll clothes. Later, her effortlessly glamorous grandmother—always impeccably put together, even at home—became her biggest style inspiration. Today, Zora describes her own style as classic, comfortable, and playful: timeless pieces mixed with an unexpected print, vintage accessory, or colorful detail.

So what makes a brand feel at home in the ModCloth Marketplace?

"It's personality," Zora says. "I love brands that you can't find everywhere—something special, unexpected, and with a story behind it."

That's why you'll find thoughtfully curated collections from brands like Princess Highway, with its whimsical vintage-inspired prints, Retrolicious, known for colorful retro silhouettes, and Orchid Bloom, whose romantic, feminine styles complement longtime ModCloth favorites. Every brand is chosen intentionally to inspire self-expression while bringing something fresh to our community.

For Zora, it's never just about the products—it's about the people behind them. Inspired by her grandfather, who built his own business in the fashion industry, she knows how challenging it can be for independent brands to stand out. The ModCloth Marketplace gives those makers a platform to reach a passionate community looking for distinctive, personality-filled style, while giving customers the thrill of discovering brands they won't find everywhere. Zora thoughtfully bridges those two worlds, helping independent businesses grow while ensuring every new addition feels authentically ModCloth.

When she's searching for new Marketplace finds, inspiration comes from everywhere—from Instagram to travel—but she's always thinking about the ModCloth customer as a whole. What shoes go with the dress? What jewelry completes the outfit? What little details make someone smile every time they get dressed?

Right now, she's especially loving nostalgic fashion, playful individuality, and the return of scarf styling. Current favorites include Sock Candy's Zodiac Collection for easy gifting and Awe Inspired jewelry for beautifully crafted keepsakes with meaningful stories.

Above all, Zora hopes every Marketplace visit feels like a discovery.

"I want Marketplace to feel like the opposite of sameness. I want customers to discover brands and pieces that make them excited to get dressed and feel like themselves."

That's exactly what makes the ModCloth Marketplace special. Whether you fall for a Princess Highway dress, discover your new favorite Retrolicious silhouette, find a romantic piece from Orchid Bloom, or uncover a brand you've never heard of before, there's always something waiting to surprise you.

Come curious. Explore, take your time, and don't be afraid to discover something wonderfully unexpected.

Are You an Independent Brand?

If you're an independent designer or maker creating products with personality, craftsmanship, and a story to tell, we'd love to meet you. Learn more about becoming a ModCloth Marketplace partner and see if your brand could be our next great discovery.