While aggregation has become a common feature for Web publishers as a nod to Internet-surfers’ habits, Condé Nast’s sites have shied away from publishing links to others’ content—even those of its sibling publications. The rare examples at the company include Glamour.com, which has linked to content from sibling fashion/beauty magazines; and Wired.com, which has shared content with CNP properties Ars Technica and Condé Nast Portfolio.
In somewhat of a departure from that practice, Condé Nast’s Style.com is launching a special section called The Fashion Feed for Fashion Week. Set to be announced Sept. 10, the Feed is a curated list of 40 fashion Twitter.com tweeters, including people like fashion model Chanel Iman and designer Tory Burch; and publications like The Sartorialist—to which Style.com already links—and The New York Times’ The Moment.
The Fashion Feed won’t live beyond Fashion Week, and Sarah Chubb, president of Condé Nast Digital, said that the Feed doesn’t indicate a broad plan by the company to start aggregating news and content from elsewhere. But Fashion Week, like a live sporting event, whose fans seek frequent updates from various sources, is well-suited to the practice.
“We’re not setting out to be an aggregator just for the sake of being an aggregator,” she said. “We’ll do it on a case-by-case basis if it makes sense.”
The Fashion Feed (live at http://fashionfeed.style.com on Sept. 10) was created in partnership with Sawhorse Media, which runs Muck Rack, a compilation of journalists’ Twitter posts.
Style.com has been busy lately; last week, it became the latest fashion site to launch a feature that lets users buy from its pages. Called Shop the Looks, the custom e-commerce feature lets users shop among runway-inspired trends that were curated in part by Style.com’s editors. BCBG, Neiman Marcus and Nine West were among the launch sponsors.