Yahoo Style debuts today, just in time for a peek at New York Fashion Week. The online publication's newest digital magazine under Yahoo CEO Marissa Mayer hopes to offer viewers yet another avenue for exploring fashion, pop culture and style.
Yahoo Style editor in chief Joe Zee said you'll find all the features you'd expect in a print publication: fashion editorials, designer profiles, personal essays, celebrity interviews and shopping guides. The vertical debuts with actress Jessica Biel as the first cover girl and will start with two video series, Fashion Bites and Unbuttoned. It also features an all-access pass to Fashion Week with style.com.
"The emotion you get from a tangible magazine we’re replicating online—everything from a cover to beautiful ads. The special part is that we can interact with our readers with live programming, videos and original storytelling," Zee told Adweek.
Yahoo Style joins a growing list of company verticals, including Yahoo Travel and Yahoo Beauty, which tread similar ground. It's part of Yahoo's shift toward more in-depth Web content, as signaled at Yahoo's NewFront presentation earlier this year. At that time, Mayer said, "Users expect online content to be as good, if not better, than TV."
Brands will also be able to take advantage of the premium content using Yahoo Splash Ads. Neiman Marcus and Old Navy have signed on as launch sponsors, with Old Navy sharing fall style tips from fashion experts and having other native advertising spots across the site.