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.
