By Laura Finaldi, News Staff

Traveling from one time zone to another and back within 24 hours as a salesperson for careerbuilder.com had negative effects on both Renae Virata’s sleep patterns and her wardrobe. Virata, a Houston-based businesswoman, said she had trouble figuring out what clothes to pack because of the different temperatures and style climates of different areas.

“It was really hard for me to pack accordingly when it was 60 degrees in L.A. and 20 degrees in Michigan,” she said.

Virata said this, along with her interest in fashion, gave her the idea to launch wearevertheweather.com, a website that helps users create an outfit based on location, local weather and type of event he or she is attending through its “MyStylist” app. She said reception has been positive since the site’s launch last fall, and as a result, management of the site has become her full-time job.

“I hear all the time about new discoveries people make as far as new labels and silhouettes,” she said. “Every week there seems to be something new to add to the site, it’s very exciting.”

Users can save outfits by creating an account on the site. In terms of membership, Boston is third in the northeast area. The clothing featured on the website is linked directly to the retailer that sells it and can be bought through the site.

Laura Milligan, a Houston-based fashion blogger who runs a fashion blog called fashionsavedmylife.com, is a friend of Virata’s who occasionally contributes to wearevertheweather.com. Milligan said she and Virata often share ideas for each of their sites.

“I love [Wearever the Weather] because it’s just a total mix. She has all these different contributors from around the world, so it makes people respond to the rest of the site,” Milligan said. “When you’re traveling, you feel like you’re never really alone. You have kind of a local insight before you get there.”

In an effort to inform users about what’s hot fashion-wise in major cities all over the world, wearevertheweather.com also has a blog component, where “travelistas” can stay up-to-date on what people are really wearing on the streets of major cities from Boston to Tokyo.

This is an aspect Virata said she thinks is useful for people who go on vacations to cities they do not usually visit. There is also a section on the site where users can submit pictures of their clothes, their friends’ outfits or snapshots of people who they think are well-dressed.

Since some cities such as New York and San Francisco are more vast than others, Virata said she is trying to make pages on the blog that are neighborhood-specific rather than focused on a huge city as whole. The site has a page dedicated exclusively to Brooklyn, with pages for San Francisco’s neighborhoods currently in the works.

“Some of these cities’ neighborhoods are like their own towns,” she said. “Fashion bloggers from all over contribute to proudly write about their cities’ different neighborhoods. I thought it would be more interesting and also more informative to showcase that variety for travelers.”

Virata said the idea of dissecting cities is a new one for her company, so while there are not any immediate plans for an Allston or Back Bay blog page, it’s something she would consider.

Most of the work on the “MyStylist” portion of the website is done by Virata herself out of Houston. She said she keeps the site up-to-date on current trends around the world by keeping a large network of clothing store owners and stylish friends at her fingertips.

“I do a lot of research with local boutiques and stylists and also have many fashionable friends who travel internationally and share their observations and pictures with me,” Virata said. “You really get to know more about a place through a fashion lens – sometimes the city’s vibe, its influences culturally, and even its history.”

Although senior speech pathology major Diandra Apoyan said she sees the benefits of using the site for traveling purposes, she also said she would not use it on a day-to-day basis or to help her pick out what to wear for a co-op job.

“I think it’s a really good idea but I don’t think I’d rely on it because I feel like I can figure out [what to wear] on my own. I don’t think I would make much use out of it,” she said.

Virata said she hopes to add a video blogging element to the site sometime in the future. She said she has also considered starting a clothing line inspired by the website that is targeted towards traveling and weather.

“I have a very interesting idea for a clothing line,” she said. “People should definitely stay tuned for that.”

Milligan said she is impressed at the amount of work her friend has put into the website.

“She already had her vision. It was cool just hashing out ideas in the beginning and trying to make it as user-friendly as possible,” she said. “It’s totally her baby.”