Fashion and beauty brand InStyle has finally scrapped its print mag and relaunched as a digital-first brand, InStyle.co.uk.
The online magazine will deliver fashion, beauty and lifestyle content along with celebrity and how-to videos. It will also produce an additional 20 pieces of content per day and continue to have a prominent presence at all major fashion events such as London Fashion Week and the Fashion Awards.
The UK team will work closely with InStyle US to curate a selection of 50 of the best pieces of content from the US brand and adapting them to make them relevant to a UK audience.
“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,” said Charlotte Moore, editor-in-chief, InStyle UK.
“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.”
InStyle UK, which announced it was ditching its print offering last October, has seen its print circulation decline significantly over the last few years, with the latest ABC data revealing a -18.2% year on year drop to 122,000, compared with 175,000 in 2011.
By becoming a digital-only operation, it hopes to emulate the success of InStyle US, which saw its online audience grow 96% in 2015 alone. InStyle UK said it is aiming to have greater scale than any other UK fashion brand and intends to grow its audience by 200% this year.
Justine Southall, managing director, fashion and beauty, Time Inc. UK, said: “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.”
InStyle UK launches with advertising campaigns from Narciso Rodriguez, Tommy Hilfiger and DKNY.
