Style.com used to be every fashion enthusiast's first port of call for show reviews and catwalk images, breaking fashion news and insightful industry comment. But now, the Condé Nast-owned fashion juggernaut has been reincarnated into a luxury e-commerce site, launching today in the UK, followed by Europe and the U.S. later in the year. Its launch comes a year after its original scheduled debut in September 2015 and the fashion world has been on tenterhooks ever since.
The new shopping destination combines leading technology with authoritative content – industry influencer and social media style star Yasmin Sewell, is the Fashion Director – and stocks over 120 (and counting) of the most exciting global womenswear and menswear brands. The site is built on sophisticated artificial intelligence that adapts the shopping experience to the individual customer and readers can now click and instantly buy and own edits from Style.com's editorial content as well as selected content from British Vogue, British GQ and Condé Nast Traveller. The platform will curate and suggest brands inspired by the customer's browsing journey and will also power a shopping layer on Vogue.co.uk and GQ.co.uk.
Style.com's mix includes established brands including Chloé, Valentino, Raf Simons, Christopher Kane and Vetements alongside some of the most dynamic, emerging labels such as Jacquemus and Rejina Pyo.
Anna Wintour, Editor in Chief of American Vogue, Artistic Director of Conde Nast U.S. and board member of Style.com said of the launch: "From its very beginning Style.com revolutionised fashion, making runway shows available to everyone. 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."
Yasmin Sewell adds: "I am really inspired by the opportunity to carve a new space in the market for an extraordinary brand like Style.com. The time for new is now. The vision 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 Style.com ushers in a new era of shopping, we hopped straight onto the site this morning to select our favourite picks. Click ahead to see team Refinery29's dream buys from Style.com...
Sarah Raphael, UK Editor
"If you'd asked me yesterday whether I’d like a pair of red, leather, tight around the ankle boots, I would have said no. But love is blind and these Lipstick Petar Petrov pair with a "quilted heel" are roaring at me. I’ve never been more convinced of the power of Style.com."
Alice Casely-Hayford, Fashion Editor
"T-shirts are the basis of my wardrobe and a girl can never have enough in black, white and grey. With the equal passion that I love T-shirts, I hate exercise, so this top is me to a T. Sorry.
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."
Natalie Gil, News Writer
"In my dreams I'm the kind of girl who can wear 3645376 rings on each hand without dropping them down the loo or accidentally throwing them in the bin. I'm a sucker for rose gold and jewellery that's both dainty and "cool". Nothing too girly. This ring by Ruifier has got it going on."
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."
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."
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-colour-fits-all navy, it's easy to throw on every day."
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