What Is Shop Rat?
Shop Rat is a shopping newsletter founded by Brooklyn-based fashion writer Emilia Petrarca. Her goal is simple: go outside and engage with style in real life. Every week, she and her small team of photographers and writers close their laptops, leave their apartments, and report back on what people are actually wearing—from the street to the subways—and where they’re shopping in stores. In the process, they uncover emerging trends, designers, and destinations. Shop Rat also often hosts in-person events and goes on the road, offering shopping guides to cities like Paris, Rome, and beyond.
Why Should You Subscribe?
Unlike most shopping newsletters, Shop Rat is not trying to sell you anything. Emilia is not a market editor; she’s a writer and reporter, whose job is to ask questions and tell compelling stories. This is a newsletter for people interested in the emotional aspect of shopping—thrill, obsession, triumph, defeat—and its ability to bring people together. Subscribing will not put you into debt or fuel your online shopping addiction. Instead, it will remind you why you fell in love with shopping and stores in the first place. It will also keep you up to date on what people are buying now, where they’re buying it, and why.
Why Should You Pay?
Fair question! Shop Rat aims to provide actual services, namely: original reporting, unbiased recommendations, and unfiltered criticism—informed, of course, by Emilia’s impeccable (and expensive) taste. To do all these things well, time, money, and experience are required. Help her help you!
Who Is “Emilia”?
Emilia Petrarca is a native New Yorker who has been writing about fashion and culture professionally for over a decade. Before going freelance in January 2023, she was a Senior Fashion Writer at The Cut at New York magazine, where she worked for over 5 years. (And where brilliant editors and fact-checkers spoiled her, so she apologizes in advance for any errors.)
Before that, she worked at W magazine. And before that, she worked with bloggers like Garance Doré and Leandra Medine of Man Repeller.
She has since written for publications such as The New Yorker, The New York Times, T: The New York Times Style Magazine, The Wall Street Journal, Vogue, GQ, Harper’s Bazaar, Elle, Town & Country, and many others.
If you want to learn more about Emilia, check out her website and follow her on Instagram. But only paid subscribers will know her best secrets!!!
Who Designed the Logo?
Clara Kirkpatrick, a New York-based illustrator also known as Doodle Deli. Check out more of her work on her website, and follow her on Instagram!
Reader Reviews of Shop Rat:
"It reminds me of fashion blogs in their prime."
“Shop Rat has a very insightful and critical take on today's fashion and city culture. It's extremely informative and thoughtful, delivered in a non-pretentious, unintimidating, and entertaining way. Good wit, good taste! Have loved every post and looking forward to everything else :)”
“You're a fabulous blend of down-to-earth, aspirational, inspirational, and luxury. I love your writing style and voice, and I can't wait to read more from Shop Rat!"
"Favorite newsletter in my inbox every week."
"I enjoy how well-researched each of your pieces are and love that you encourage in-person shopping. Your work is an invaluable resource for me as a New Yorker that’s interested in supporting local businesses and artisans."
"I have enjoyed your style, your wit, and your thoughtful writing style for years. Your words are worth paying for!!"
“Best and most fun fashion writing around!”
"You reignited my hope for fashion journalism/writing. I have so much fun reading your newsletter!"
