A still-stealth site aiming to become an information and community hub for supermodels, called Modelina, has received about $5 million in funding from Polaris Venture Partners, we have learned. Polaris managing partner Jon Flint confirmed the investment in Modelina, but refused further comment.
Founded by " title="Desiree Gruber">Desiree Gruber, founder of PR-management firm Full Picture, LLC, and executive producer of Project Runway, the Los Angeles-based site also involves current Victoria Secret models Alessandra Ambrosia and Adriana Lima, among others. Project Runway's supermodel host Heidi Klum is also a Full Picture client and could be involved in this, though we don't have confirmation.
The site is an old placeholder for now. More details as we find out.
Meanwhile, as we reported yesterday, Project Runway is now the subject of controversy as The Weinstein Company announced a move to Lifetime TV from NBC Universal's (NYSE: GE) Bravo.
Disclaimer: Polaris Senior Advisor Larry Kramer is on our board.
By Rafat Ali