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Style.com, once the online presence of Condé Nast's W and Vogue Magazines, will now become part of Fairchild Fashion Group, "effective immediately". Set to share a roof at the publisher's Third Avenue office as soon as the staff can move over, the brand will remain its own entity, but instead of tapping into the Vogue talent pool when needed, they'll now be dipping into the world of WWD:
WWD serves industry executives in fashion, retail and beauty through its daily newspaper as well as its paid subscription Web site, WWD.com, while Style.com, as Sanders put it, "is directed to consumers with an obsession with fashion." "They will retain their unique brand identities," said Sanders. "At the same time, when you're in the same company and sharing the same water cooler, are you excited to leverage talents and expertise across both? Sure."
With two million fashion obsessives visiting the site each month, Style.com had been sitting pretty inside the Condé portfolio until Anna Wintour unveiled the new, month-old Vogue.com, thus marking the site as competition. And, though W magazine's web launch last year didn't shake the site's solidification, Men.style.com has already been absorbed into GQ, which, as a Condé magazine, is now completely separated.
Though, despite speculation of Style.com detaching from its parent company, the president of Condé Nast Digital claims that she didn't think "there [had] been any impact" on Style.com's traffic after Vogue's web launch.
But what about the content? Without the powerhouse web presence of Style.com, who is about to celebrates its 10th year, only Vogue's pared-down, minimalist website will be the web arm pushing Fashion's Night Out, the CFDA/Vogue Fashion Fund and other magazine collaboratives like the Met Costume Institute Gala. And, even as of this morning, there are links and advertisements to "subscribe to Vogue" across the site.
Hopefully this split fares better than the bad, bitter end to a Facebook relationship, when someone announces that they've split, and the other one still has their whole profile displaying that they're still in a relationship. Not being the one who changed your status first is never in style.
· Style.com Moves To Fairchild Group [WWD]