Fashion Industry Vets Launch New Site To Give Readers a Behind-the-Scenes Look at Their World

There are two paths to internet salvation if you're in the content game. One is through mass production, also known as "banging out posts." The other is through new, or difficult-to-obtain information. Also known as "original reporting." The Style Ouija, a new fashion and beauty site that launches today, is going the latter route. Founders/friends/former Remix magazine directors Emily Barnes (a stylist for Vogue, Nowness and GQ, among others) and Daniel Martin (a makeup artist who has worked with Thakoon, Chris Benz, and Proenza Schouler) want to take their readers behind the scenes of photo shoots, casting calls, and more. "It's a platform for someone who wants to experience our world," says Martin.
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There are two paths to internet salvation if you're in the content game. One is through mass production, also known as "banging out posts." The other is through new, or difficult-to-obtain information. Also known as "original reporting." The Style Ouija, a new fashion and beauty site that launches today, is going the latter route. Founders/friends/former Remix magazine directors Emily Barnes (a stylist for Vogue, Nowness and GQ, among others) and Daniel Martin (a makeup artist who has worked with Thakoon, Chris Benz, and Proenza Schouler) want to take their readers behind the scenes of photo shoots, casting calls, and more. "It's a platform for someone who wants to experience our world," says Martin.
Elletra Wiedemann on The Style Ouija

Elletra Wiedemann on The Style Ouija

There are two paths to internet salvation if you're in the content game. One is through mass production, also known as "banging out posts." The other is through new, or difficult-to-obtain information. Also known as "original reporting."

The Style Ouija, a new fashion and beauty site that launches today, is going the latter route. Founders/friends/former Remix magazine directors Emily Barnes (a stylist for Vogue, Nowness and GQ, among others) and Daniel Martin (a makeup artist who has worked with Thakoon, Chris Benz, and Proenza Schouler) want to take their readers behind the scenes of photo shoots, casting calls, and more. "It's a platform for someone who wants to experience our world," says Martin.

For instance, they've enlisted friend and casting director Barbara Pfister to scout girls for a biweekly feature, "Go Sees," which not only highlights a new model's look, but also her personal style. "We have access to all of these great girls, and many of them will come in and I won't be able to use them for that specific project," says Barnes. "Now we can use some of them in a creative outlet." On the beauty side, Martin is focusing less on "what's in my makeup bag" type features and more on "get the look" tutorials. His "About the Face" column will be published every two weeks and feature friends including Elettra Wiedemann and Veronica Webb. (He did Wiedemann up like Sally Bowles.) "It's not about seeing what's in her vanity," says Martin. "It's about how I use makeup as a makeup artists, my tips and tricks—and my honest opinion."

Almost every story will be shoppable, and the duo aspires to get into the e-commerce game. "I think that there’s not been a platform where you can merge creativity and commerce," says Martin. Adds Barnes, "Right now, we're focusing on getting the editorial right, but we definitely have plans for that down the road."

Check it out at TheStyleOuija.com.