Fairchild Fashion Media (FFM), a unit of Conde Nast that owns a number of publications including WWD, Style.com, and Style.com/Print, is (finally?) getting into the personal style blogging business.
The company's president Gina Sanders announced in a press release today that FFM has acquired Fashion Networks International (FNI), best known for their site NowManifest, which hosts the blogs of Elin Kling, BryanBoy, Anna Dello Russo, Fashion Toast's Rumi Neely and Derek Blasberg as well as Industrie Magazine.
Founded by Christian Remröd and style blogger/businesswoman Elin Kling, FNI (which also owns Bloglovin and Freshnet) is a great example of a new media company that fundamentally "gets" the internet, garnering 1.2 million unique visitors per month to their NowManifest platform alone. No doubt it's this expertise (and ability to drive traffic) that FFM, a media company with a more traditional background, wants to harness. Which is also probably why they're not only leaving Remröd on as Managing Director of NowManifest, but bringing him onto their executive team.
"We are thrilled to welcome Christian Remröd and Fashion Networks International to Fairchild Fashion Media," Sanders says in the release. "This acquisition furthers our mission to deliver an insider perspective to the global fashion community, while offering exciting new functionality and meaningful scale."
Remröd's role will be to oversee product and development for NowManifest, as well as work with FFM’s existing leadership to incubate fresh digital concepts for current and new businesses. Considering Remröd's business partner Kling has broken the mold of the classic style blogger in many ways--designing a collection for H&M, launching her own magazine Styleby, and acting as design director for clothing brand Nowhere--there's no telling what sort of innovations Remröd will have up his sleeve. We can't wait to find out.
"We are extremely excited to join Fairchild Fashion Media, both to expand NowManifest and to develop future tools and businesses," Remröd says. "This acquisition validates our model of building a collective and relevant voice for a new generation of increasingly influential online fashion writers and their readers."
But the acquisition doesn't just validate NowManifest's model--it is in many ways the final chapter in the journey of personal style bloggers like BryanBoy and Rumi Neely, who began as definitive outsiders and are now owned by one of the most powerful traditional media companies, sharing a boss with the very same people (ahem, editors) who once shunned them.
Yep, it is a new day in media.