Fashion and beauty brand InStyle has unveiled the relaunched, digital-first InStyle.co.uk.
Posted on: 10 March 2017 07:10
Charlotte Moore: "It’s about tapping into what’s relevant and happening now."
The brand will deliver an entertaining and informed mix of must-have fashion, beauty and lifestyle content, along with celebrity and how-to videos, all delivered in the distinctive InStyle tone. In addition, with its round-the-clock collaboration with the US InStyle team, InStyle aims to have greater scale than any other UK fashion brand, bringing fashion and beauty fans even more of what they want, when they want it, says Time Inc UK.
Housed within a new website and leveraging InStyle’s social audience, the brand’s new proposition is tightly tailored to the tastes of female millennials, who are known to regularly consume digital content from magazine brands, consider fashion a core passion and trust personalities – like editors – to curate and add credibility to online content.
The editorial team – led by editor-in-chief Charlotte Moore – will produce an additional 20 pieces of content per day and continue to have a prominent presence at all major UK fashion events such as London Fashion Week and the British Fashion Awards. They will also curate a selection of 50 of the best pieces of content from InStyle US, adapting them to make them relevant to a UK audience. In the words of the publisher, “a true international hub of fashion and beauty content with unparalleled access, InStyle will ensure that its audience never misses a moment”.
Charlotte Moore, editor-in-chief, InStyle UK says: “I’m excited that our vision of the future of InStyle has now come to life. We want to start the conversation of the day; to entertain and entice; to be irreverent about the things that don’t matter and celebrate the things that do. With a team of relatable blogger-style journalists, I want InStyle to be the fast track to fashion looks that work for that very morning – not next month or next season. From burgers to ballet buns – with great images, personality-led videos and surprisingly funny headlines, it’s about tapping into what’s relevant and happening now.”
Justine Southall, managing director, fashion and beauty, Time Inc. UK adds: “Combining the scale, influence and unrivalled access of InStyle US with the exceptional voice and expertise of InStyle UK creates a unique proposition in the market. With our fantastic UK brand franchises and events, like the BAFTA Rising Stars and Best Beauty Buys, not only do we have a global platform and a global team, but also the editorial flair to allow us to give UK audiences exactly what they are looking for.”
InStyle launches with advertising campaigns from Narciso Rodriguez, Tommy Hilfiger and DKNY.
Featured Supplier Video
Publishing Software Company
PSC’s software can help you grow your business with no extra effort just simply by giving you control over every aspect and streamlining the processes you already have in place.
Business growth comes through a combination of launching more titles and selling more advertising, and both these take time and time is the one thing that publishers just don’t seem to have enough of.
We can show you how you can revolutionise the way you manage your business in just 15 minutes; email email@example.com now to find out more.
Most read on InPublishing
These are the most read stories on the InPublishing website over the last 14 days, in order from the top.
This list is based on data from Google Analytics, and is refreshed every 24 hours. (Last updated: 28/06/2017 06:13)