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Style.com’s EIC Tells Us Why the Fashion Website Just Launched a New Global Culture Channel

Image: Style.com

Image: Style.com

In the past, Style.com has taken a relatively idiosyncratic approach to expansion (remember: this is the fashion website that launched an offline counterpart at a time when most people believed print media was on life support), but its latest venture is solidly attuned to the Internet's driving trends. 

Style Map, a new channel on the fashion site, launches today with 60 international contributors, ranging from big-name celebrities (Nicole Richie, Courtney Love, Kylie Minogue, Jason Schwartzman) to creative professionals with niche appeal (such as MOCA director Jeffrey Deitch, Stil in Berlin blogger Mary Scherpe and Ukraine's fashion matriarch, Daria Shapovalova).

Contributors will submit dispatches from their work and life, covering a variety of subject areas not limited to fashion. It's a cleverly conceived project, tapping both celebrity headliners and lesser-known, but still influential tastemakers (many are presumably avid social media users and will promote their Style.com content across a variety of networks) to contribute hyper-local content from over 30 cities worldwide.

(And this is just the first phase of the initiative. Later in the fall, Style.com will launch "a community platform" — fashion forums! Sounds familiar…)

During a phone conversation last week, Editor-in-Chief Dirk Standen told me he hopes that the new channel will help grow Style.com's existing international readership: "We already have a global audience, just the fact that fashion is global in nature, we've always had global to a degree, but we felt we could exploit that much more fully."  

Asked for a rough sense of the website's geographic breakdown, Standen told me, "U.S. is the biggest market, the U.K. comes second. Followed by France, Italy, Hong Kong. But after the U.S., it's all evenly distributed across those different cities."

But the channel's localized content is designed to appeal not just to local populations, but also to an increasingly cosmopolitan creative class: "There's this new class of creative people that have to travel all over the world for their jobs. People don't necessarily stay in one place. Hedi Slimane is designing Saint Laurent for Paris, but his studio's in L.A. And even if one doesn't travel that much, you know there's all this energy coming from all these different places, and you want to know what's going on in Paris and Beijing — this project really brings all of that together."

Standen notes that, with 60+ contributors posting once a week, Style Map will be "a pretty robust source of content. Of course, depending on what's going on in people's lives, if they're in an interesting place or have an interesting project going on, they may submit more regularly. Courtney Love's on a U.S. tour at the moment, so she'll be posting quite regularly from the road."

Although Style Map's content areas seem broader than the flagship site's fashion-heavy main coverage, Style.com will remain primarily a fashion website: "This is our first move [in the direction of expanding our coverage areas], but fashion will always be our main focus. We're always looking to expand our coverage in related areas, but we're certainly not going to become equally an arts site as we are a fashion site. We're focused on fashion."

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The Fashion Spot’s 10 Best Articles of the Week

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1. Lo Bosworth and Christianne Amodio Get the Party Started With Revelry House — Be the hostess with the mostest. 

2. Rising Style Star: Brit Marling — Not just a pretty face, but definitely a pretty face. 

3. These 4 Krav Maga Exercises Will Kick Your Butt into Shape — If it's good enough for the Israeli army, it's good enough for your workout. 

4. Gail Simmons: What’s in My Fridge? — Many delicious edibles.

5. Seeing Double: Stars Love Leather Culottes… and More Matching Celebs — Here's a mind-boggling celebrity trend. 

6. So Much Better Than Candy: Easy Guilt-Free Snacks to Make at Home —  Snack up!

7. Wear This Fall Trend Now: Structured Ladylike Accessories for Every Type of Girl — There's more to life than lace. 

8. Get the Celeb Look: Low Budget, High Fashion — Fast fashion for all. 

9. Where-Did-You-Get-Those Pants That’ll Make You Want to Ditch Your Sundress — These are pantastic. 

10. Covetable Beauty Products Your BFF Will Be Dying to Steal This Summer - Don't covet thy neighbor's lipgloss, make her covet yours!

The Buzz Forum Buzz

Léa Seydoux and Michael Pitt Star In Rag & Bone Fall Campaign (Forum Buzz)

Lea Seydoux in Rag & Bone's F/W 2013 campaign

Image Credit: refinery29.com via the tFS Forums

After the successful Do It Yourself campaigns starring all of our favorite models and after having had Kate Moss front the last two actual mainline campaigns, Rag & Bone continues to advertise its street style chic brand in the coolest way possible. Actress Léa Seydoux and actor/musician Michael Pitt were hired for the Fall 2013 campaign, with this being the first time the designer duo’s menswear is advertised, as well. The stars were shot by photographer Glen Luchford and are shown in the streets of New York, the aesthetic of the images being very similar to legendary photographer Garry Winogrand’s New York series. The campaign seems to be an unexpected favorite among tFS forum members with most members expressing positive thoughts about the released pictures.

“Died. died. died. and died. I seriously am in love with this campaign. The aesthetic is true to the brand. And I'm such a fan of Michael Pitt,” gushed TaylorBinque.

His excitement was shared by fluxxx, who wrote, “My favorite campaign of this season! Love the movement, photography and emotions. The clothes look so good.”

“So amazing. The casting, the styling, the photography, all around amazing,” agreed Marc10.

justaguy also loved it and remarked, “It’s like each picture in a storyboard telling a story about the person in the photograph.”

Michael Pitt in Rag & Bone's F/W 2013 campaign

Image Credit: facebook/ragandbonenewyork via the tFS forums

Razzer commented, “Wow this could unexpectedly be one of my favourite campaign this season, just because of the lighting! It is so nice to have a campaign that does not have harsh unattractive artificial lighting or overdone airbrushing pasted all over the already beautiful model's faces! But I am really just liking the general 'vibe' of the campaign, it reminds me of what Glen Lunchford did back in the Nineties with Kate Moss, so I am delighted his style is returning again.”

I am with my fellow tFSers on this one, this campaign oozes coolness and conveys everything Rag & Bone is about and it will certainly be among my favorite campaigns of the season, too. Rag & Bone undoubtedly managed to make their clothes look even more desirable than they already are and chose a perfect cast to embody everything one associates with the brand. Visit the tFS thread to see more images from this campaign: Rag & Bone F/W 2013/2014.

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Link Buzz: Dolce & Gabbana Closes Milan Stores in Protest; Christy Turlington for Calvin Klein

  • DGM

    Image: Instagram/StefanoGabbana

    All of Dolce & Gabbana's Milan stores were shuttered today, with signs out front reading "Closed for Indignation." [Fashionologie]
     
  • Gisele's summer style is cooler than an air conditioned room, hotter than a heat wave. [FabSugar]
     
  • Speaking of staying cool in this heat, there are limits. [SheFinds]
     
  • Marc Jacobs' makeup collection is here and it's going to revolutionize the beauty industry. I mean, obviously that's not true at all, but the packaging is pretty snazzy. [BellaSugar]
     
  • Gucci appeared on 111 Spring glossies, more than any other fashion brand out there. Nice. [Fashionista]
     
  • Fashion magazines are having a good time of it, expect to see ad-heavy September Issues. [NYPost]
     
  • Chrisy Turlington replaces Lara Stone for Calvin Klein and the result is just…who looks like that at 44?!  [Telegraph]

The Buzz Latest News

Calling All UK Designers: Break Into the Fashion Industry with Whitney Port’s Design Contest

The Beverly Hilton Unveils Redesigned Aqua Star Pool

Images: FayesVision/WENN.com

Any fashion graduate can tell you just how difficult it is to break into the fashion industry. The lucky few who do manage to secure a job typically hail from one of the more prestigious fashion schools. So, any fashion design contest that presents aspiring designers with the opportunity to have their work showcased on a public platform is worth its weight in gold. It really could be that one lucky break that they’ve always dreamt of.

Get ready aspiring UK-based fashion designers, we’ve found an opportunity that may just well make your dreams come true. Global style influencer and fashion designer, Whitney Port, is launching a design contest in association with creative nurturer Talenthouse, Venus and Olay.

The challenge is to create an original illustration sketch of a two-piece feminine and glamorous outfit suitable for the day or night, adhering to a colour palette of golden metallics. (For inspiration, check out the contest’s Pinterest board.)

Whitney will act as a guest judge to choose the winning outfit and will wear the design in a future issue of Glamour magazine. Plus, there’s also a £1000 prize up for grabs to help you out with any future creative design projects.

If you think you’ve got the skills and know Miss Port’s style, you have until August 7 to enter. Check out their official site for more details, and good luck making your fashion dreams come true!  

The Buzz Forum Buzz

“It’s Karmen Time!” Karmen Pedaru Nabs Two Vogue August Covers (Forum Buzz)

Karmen Pedaru on the cover of Vogue Spain and Vogue Russia

Vogue Spain August 2013 and Vogue Russia August 2013; Image Credits: Facebook Vogue Espana and glossynewsstand.com via the tFS forum

Estonian model Karmen Pedaru, who has been a face for Gucci and Michael Kors for many seasons, is finally snagging her well-deserved Vogue covers as a result of joining über-agency IMG earlier this year. This month alone has she scored two original Vogue covers. On Vogue España, lensed by Greg Kadel, she is seen wearing bright pink lipstick and posing in a sexy revealing outfit while photographer duo Claudia Knoepfel & Stefan Indlekofer shot her in a Louis Vuitton lace dress for Vogue Russia. TFS forum members seem to favor the Vogue Russia cover though most agree about both covers and editorials being a hit.

“Two covers in one month! I think I like this one better. Brunette hair is so much better option for Karmen than being just another blonde. Plus this cover looks very expensive which I couldn't say about most VR covers,” noted yesitsdagny.

“Great cover!!! That's Karmen time!” added MoniqValentino when commenting on the Vogue Russia cover.

“It's surely one of 2013 best covers,” wrote Pradable.  

About the Spanish Vogue cover anlabe32 said, “This is so hot. Karmen is just delicious, I'd turn gay for her. The only thing I don't like is the blonde hair and the fact they needed to use all clothes for something that is so summery.”

“What a hot and sexy cover!” agreed GlamorousBoy.

“From what I've seen, I love the combination of the glistening skin in the light, and then the strong shadow, like something menacing behind her, hiding where the sun can't reach,” analyzed tigerrouge

Having been a steady force in campaigns for years and being ranked in the models.com ranking’s Top 10 for a while, it is baffling Miss Pedaru had not been equally prominently featured in fashion magazines thus far. But with so much positive feedback for those two new covers, there undoubtedly are many more Vogue covers for Karmen to come!

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