After spending most of the summer in the Hamptons while – we're guessing – her husband Ari continued to toil away in the city heat, Atoosa Rubenstein is finally unveiling her post-Seventeen effort, AlphaKitty. For now, it's a series of YouTube clips highlighting select, um, AlphaKitties. Like this one: Twenty-two-year-old Phillipe Blond, whose shoe addiction might only be rivaled by his hair tossing addiction.

Says Atoosa: "Many people have assumed that I would be building a website. That didn't feel right to me - even though it may be contrary to what others are doing, I want to build the brand BEFORE I build the business. Alpha Kitty should be as free spirited as it's audience since its dna is all about self-expression and individuality. I don't want to reign it in before it's bloomed. A website felt too restrictive…at least, to me. So for now, it's an art project."