Say goodbye to Styleite. The Abrams Media fashion website will be reborn come November as RunwayRiot, "a beautiful, sexy style and fashion site for an underrepresented and often underappreciated majority of women in America who wear larger sizes." This is according to an announcement posted on the site Monday, in addition to promises of a new logo, a new site design and shoppable editorials — thanks to RewardStyle's affiliate links.
Traffic to Styleite has declined over the past year, averaging 465,000 unique visitors per month since September 2014 according to ComScore. For comparison, Racked averaged 3.1 million and Stylecaster averaged 1.6 million uniques per month over the same time period.
Leading the charge at RunwayRiot is Iskra Lawrence, a 24-year-old model known for starring in an American Eagle Aerie campaign that earned the National Eating Disorders Association's first "NEDA Inspires Seal of Approval" in March. Lawrence is the site's newly appointed managing editor and will be both writing and starring in videos on a daily basis. The former Managing Editor Hannah Ongley left for Details in July, and current Senior Editor Ashley Hoffman will continue in her role.
Lawrence will style editorials featuring apparel, accessories and beauty products priced under $250 and chosen from a group of 10 to 20 brands offered by RewardStyle, an affiliate link company that allows content creators to get 5 to 15 percent cut every time a link to a partner retailer's site ends in a sale. (RewardStyle was also valued at $290 million in June.) Eventually, RunwayRiot hopes to partner directly with brands to sell exclusive collections.
In addition to body-positive, shoppable images starring Lawrence and "other babealicious women with superior steeze," the new RunwayRiot will also publish features on the fashion industry, as well as investigative stories and personal essays. It will highlight discriminatory and exclusionary practices from stores and brands that disparage the many women who don't fit into the traditional size range of zero through six.
In an interview with WWD, Abrams Media founder Dan Abrams said he wanted to refocus the site because recent plus-size focused stories were getting a positive traffic reaction and no other site is targeting that kind of content. "When you have 60-plus percent of American women who are considered plus-size — that’s an enormous opportunity," he told WWD.
Stay tuned for RunwayRiot's debut in mid-November.