Last year, Condé Nast announced that Style.com as we knew it was no longer. The site’s runway and style coverage would migrate to a new home, Vogue Runway, while Style.com would relaunch as an e-commerce site, with Yasmin Sewell as its fashion director.
Things have been all quiet on the Style.com front since then, but today the company announced that the site is finally live … just not in the U.S. (The launch is U.K.-only for now, and per a release, will roll out to America and Europe “later this year.” If you go to the U.S. site now, it displays as a “coming soon” page.)
According to the press release, the site will be guided by the editorial coverage of some of Condé’s existing titles, allowing users to instantly shop pieces from British Vogue, British GQ, and Condé Nast Traveler UK, as well as Style.com’s own shoppable features. And what about the fashion? In addition to the heavy hitters, like Valentino and Marni, you can expect wares from lesser-known labels like Casely-Hayford, Petar Petrov, and Bruta — likely informed by Sewell’s talent for spotting the next big thing.
Promises Anna Wintour in a statement: The site will “[give] us a glimpse right now of how we’re all going to shop in the future.” But considering the internet is glutted with e-commerce sites and shoppable editorial — Porter, ShopBAZAAR, and the Editorialist, to name just a handful — will shoppers follow?