We wondered what would happen to Fashionair when Simon Fuller left 19 Entertainment, the London-based site’s parent company.
Unfortunately, the change wasn’t for the good. The site is set to close down in the near future, according to sources. (Currently, there’s an announcement on the homepage that says: “FASHIONAIR is going through some changes. We will be back just as soon as we can.”)
Created by Net-a-Porter alum Sojin Lee, the project was an entertainment site for fashion people, featuring films, videos, and user-generated content.
While we were awfully fond of the site’s Seven Days of Style series–where an industry insider would show off her wardrobe for seven days–we also found the it pretty difficult to navigate.
And there’s no doubting it took quite a bit of money to get Fashionair off the ground. So maybe 19 is simply cutting its losses while it can.
On the bright side, we wouldn’t be surprised if Lee found another partner for a relaunch. She’s a true talent with interesting things to say.
Tags: Fashionair, Net-a-Porter, Sojin Lee
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I read this headline quickly on my google reader and thought it said fashionista to shutter! I was so concerned. Thank goodness you're not!
haha! We're not going anywhere!
Oh that is really really disappointing! Their videos are really fun and I've gotten so many ideas from them. Big time bummer.
i love fashionair. why do investors in fashion-related companies expect such quick monetization/commodification/return? it just seems unrealistic in the apparel industry . . . if amazon.com was given six years to turn a token profit and hailed for it, companies like fashionair should be given, like, 18 years. well, maybe not 18, but i hope fashionair relaunches!
I can't say I'll miss it.. I never even really got to the bottom of what it was exactly..it was certainly a “concept,” but I think it was trying to fill a gap in the market that didn't exist.
We have magazines, we have professional blogs and sites, we have creative/indie/amateur blogs, we have social networking sites, and we have online shops, and I felt Fashionair was providing some weird fusion of them all, with a strongly commercial undercurrent.
Sad emoticon! I will really miss Yasmin Sewell's video spots, as well as the 7 Days of Style ones.
I luv Fashionair and it's a great concept so I'm hoping they relaunch
I miss Fashionair, I started my day with it and actually found it very easy to navigate through. I do hope it will be relaunched in the very near future. All of the segments were truly fantastic and the site itself was truly unique. Good Luck Sojin!