Back in the day, Style.com was every fashion enthusiast's first port of call for show reviews, catwalk images, breaking news, and insightful industry commentary. So, when the site as we knew and loved it basically shuttered last year, many were bummed (though most content did indeed migrate to the newly created Vogue Runway, or got absorbed into Vogue.com ). The domain we flocked to every season was slated to be reincarnated as a Condé Nast-owned luxury e-commerce site. Its future was uncertain (details were sparse, and its debut was postponed from the originally announced September 2015 live date). But today, Style.com is back — and, as expected, it's got a whole new look.
The new shopping destination launched today in the U.K., with the intention of opening up to the U.S. and the rest of Europe later this year. Style.com 2.0 aims to combine leading technology with authoritative content (industry influencer and social media/street style star Yasmin Sewell serves as the site's fashion director) and over 120 global womenswear and menswear brands. (It stocks Chloé, Valentino, and Raf Simons among Jacquemus, Vetements, and Rejina Pyo.)
The website is built on sophisticated artificial intelligence that adapts the shopping experience to the individual customer. Readers can now click and instantly buy edits from Style.com's editorial content, as well as select content from other Condé Nast-owned publications, such as Vogue U.K., GQ U.K. , and Condé Nast Traveler. The platform will curate and suggest brands inspired by the customer's browsing journey, and will also power a shopping layer on the websites for Vogue and GQ 's British editions.
"From its very beginning, Style.com revolutionized fashion, making runway shows available to everyone," Anna Wintour said in a statement. "It's fitting, then, that the site's newest incarnation will take that even further, giving us a glimpse right now of how we're all going to shop in the future."
Sewell sees the new chapter in Style.com's history as an opportunity to carve out a never-before-seen space in the market. "The time for new is now," she explains. "The vision [of Style.com] is dynamic and brave: a risk-taking mix of the biggest luxury players and most promising rising stars, with exclusive products, bold campaigns, and a unique and unexpected editorial approach. Our customer has known and trusted Condé Nast for its content for years — now they can shop the images that inspired us all."
As the rebooted site strives to usher in a new era of shopping, Refinery29's U.K. staffers hopped onto it this morning to select their favorite picks, enjoying that early launch across the pond. Click ahead to see their dream buys from the next-gen Style.com.
Sarah Raphael, U.K. Editor
"If you'd asked me yesterday whether I’d like a pair of red, leather, tight-around-the-ankle boots, I would've said no. But love is blind, and this Lipstick Petar Petrov pair with a 'quilted heel' is roaring at me. I’ve never been more convinced of the power of Style.com."
Petar Petrov Lipstick BL4, £720, available at Style.com (currently unavailable in the U.S.).
Photo: Courtesy of Style.com.
Alice Casely-Hayford, Fashion Editor
"T-shirts are the basis of my wardrobe, and a girl can never have enough tees in black, white, and gray. With the equal passion that I love T-shirts, I hate exercise, so this top is me to a T. (Sorry, couldn't resist.) I probably wouldn't spend £200, but if money was no object then I'd snap up this T-shirt from Virgil Abloh's brilliant brand Off-White."
Off-White T-Shirt, £183, available at Style.com (available in the U.S. at Off-White).
Photo: Courtesy of Style.com.
Natalie Gil, News Writer
"In my dreams, I'm the kind of girl who can wear 364,5376 rings on each hand without dropping them down the toilet or accidentally throwing them in the trash. I'm a sucker for rose gold and jewelry that's both dainty and 'cool.' Nothing too girly. This ring by Ruifier has got it going on."
Ruifier Petit Eve Ring, £525, available at Style.com (available in the U.S. at Lane Crawford).
Photo: Courtesy of Style.com.
Nellie Eden, Staff Writer
"Goodbye, friends. Farewell, family. Cut off my phone bill and my water. I will now be saving up for this jacket for the next year that's by a designer I've never heard of."
Sies Marjan Jacket, £2,774, available at Style.com (available in the U.S. at MatchesFashion.com).
Photo: Courtesy of Style.com.
Gillian Orr, Features Editor
"Every time I open a magazine, it makes me sad that I don't own one of Alessandro Michele's dresses. While I love his bright, floral, curtain-y designs, I'm also drawn to this Pilgrim-meets- Cruel Intentions frock. Hell, gimme the Gucci loafers, too."
Gucci Dress, £1,722, available at Style.com (available in the U.S. at Gucci).
Photo: Courtesy of Style.com.
Anna Jay, Visual Editor
"As the colder months loom, winter dressing becomes more appealing. This oversized coat by Rejina Pyo is the answer to keeping snug, and in one-color-fits-all navy, it's easy to throw on every day."
Rejina Pyo Navy Kate Oversized Belted Coat, £699, available at Style.com (available in the U.S. at Farfetch).
Photo: Courtesy of Style.com.Like what you see? How about some more R29 goodness, right here?
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