"The time for new is now," said Style.com fashion director Yasmin Sewell of the launch of the fashion website-turned-e-commerce platform. "Our customer has known and trusted Condé Nast for its content for years - now they can shop the images that have inspired us all." Over a year after Condé Nast announced that it will integrate the content of its wildly popular Style.com website into Vogue’s site under the newly-launched Vogue Runway headline, turning Style.com into an “a brand-new luxury shopping experience,” but the site has launched in the UK and is set to expand to the U.S. and the rest of Europe later this year.
According to a 2015 statement from publishing giant Condé Nast, which plays parent to Vogue, W, Vanity Fair, Glamour, and Allure, among others, the new Style.com was slated to launch in the U.K. in early 2016 – with 100 to 200 brands available for purchase. It would expand stateside and to other markets around the world subsequently thereafter. Condé Nast elaborated, outlining its “mission is to sell merchandise to consumers, including readers and users of its magazines and websites such as Vogue, Vanity Fair and Gentlemen’s Quarterly.”
As for how the new Style.com will work, exactly, President Franck Zayan said that readers will be able to purchase through two channels: the magazines they’re reading and the Style.com site. Interestingly, Style.com won’t hold any stock, and the brands – which will eventually range from fashion to food and wine to travel – will take care of fulfillment. Zayan told WWD he sees Style.com as a “connector” between the magazines and the products, and an added layer of service to readers. Part of Condé’s plan is to embed commercial links earlier in the online reader’s journey, and also give them the option to switch off the e-commerce bit altogether.