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InStyle.com will soon be coming at you from all angles, thanks to a new expansion that will double the volume of original content beginning in April.
In addition to its bread and butter — fashion — InStyle.com will launch lifestyle verticals focused on weddings, home and entertaining, and continue to expand its umbrella to include other Time Inc. properties.
Since purchasing Jane Pratt’s xoJane and xoVain in October, Time Inc. has syndicated content from both sites on InStyle.com. On Wednesday, however, Time Inc. made the arrangement official by announcing that InStyle will increase the amount of syndicated content from xoJane and xoVain, and that Pratt will now report to Instyle editorial director Ariel Foxman. Previously, she reported to Time Inc. Style Network vice president and general manager Deborah Marquardt, who is no longer with the company.
The new footprint is part of a digital expansion for the glossy referred to as The InStyle Collection. Time Inc.’s Mimi, a beauty-centric vertical, and The Outfit, a fashion influencer offshoot of StyleWatch — both launched last year — are also under the growing digital enterprise. Foxman, who was named as editorial director of StyleWatch in addition to InStyle in 2015, will oversee all ventures. Talk about a full plate.
XoJane and xoVain will continue to publish content on their own landing pages. Though Mimi will live on InStyle.com, the vertical will maintain its own social channels.
Time Inc. executive vp Evelyn Webster explained to WWD, “The new Instyle.com is a comprehensive, industry-spanning site for fashion and beauty lovers across every age, style and personality.”
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