Originally conceived as the online home of Vogue when launched in 2000, Style.com is returning to its roots, with news the site is being folded into Vogue.com under a new url: voguerunway.com.
There were murmurings the site’s owner, Condé Nast, had plans to launch a new online venture in 2015. But rather than developing a brand new global e-commerce destination, the publisher will be bolstering the Vogue site with editorial content migrated from Style.com.
In a message to its readers, Style.com states: “This fall [AU/NZ spring], Style.com will become a new global e-commerce destination. At that time, our comprehensive fashion and runway coverage and much more will move to a newly expanded fashion shows channel of Vogue.com, to be found at Voguerunway.com.”
With Vogue launching its own web presence in 2010, Style.com and Vogue.com have been producing overlapping fashion news and runway coverage for the past five years. The amalgamation of the two sites will leverage brand equity and save on the costs associated with running two sites.
“Vogue.com in the US is going through a massive growth period. We are investing into it and expanding it to create that as our premium digital fashion destination. It’s about getting behind Vogue.com and taking much of the content at Style.com and bringing that content and the audience over to Vogue,” Condé Nast president Bob Sauerberg told Business of Fashion.
Image: Instagram.com/chloebrinklow
