Tapping into readers’ obsession with other women’s style, ‘Look What I’m Wearing’ is a new addition to look.co.uk where users can share street style photography and get fashion inspiration from their peers. Visitors are able to like and comment on images uploaded by other users and discover where they purchased their outfits.
The franchise will also launch in print on 15 May. Focusing on a trend, city, or the most popular photographs that week, the print feature gives Look readers the chance to appear in the magazine each week.
Julie Lavington, Look publishing director, says: “We know from research that women look to other women for fashion inspiration, and we’re tapping in to this with Look What I’m Wearing. It will be a major new franchise, providing a daily online destination, a weekly event in print and snackable content on our social networks.”
Kate Stephens, editor of look.co.uk, adds: “Look What I’m Wearing will enrich Look’s digital experience and sits perfectly with our ethos of making fashion accessible to all women. We expect this franchise to significantly increase visitor numbers to look.co.uk as it becomes the must-visit digital style destination.”
Look will promote the launch of Look What I’m Wearing with digital and press advertisements in IPC’s women’s brands, and through social media.
