The new Style.com will launch in the U.K. and will include about 100 to 200 brands available for purchase throught Vogue and GQ, before coming to the U.S. and other markets around the world. Readers will be able to shop content through both the title’s site and Style.com.
Style.com has hired employees from both Asos and Net-A-Porter to help with the brand relaunch: Melissa Dick, former global editorial director of Asos and former editor of ElleUK.com;Mo White, formerly of Net-A-Porter, where she launched The Outnet and its in-house label, Iris & Ink; Natalie Varma, former head of e-commerce at Anya Hindmarch.
Dick told WWD that “Whole experiences will be merchandised, for example, an editorial story on travel could be accompanied by a way to buy tickets to the 10 best beaches, or shop the 10 best kaftans or bags for the beach. There will be, however, a way to completely turn off the e-commerce integration for readers that prefer to do their reading and shopping separately.”