Time Inc. announced plans on Wednesday to strengthen InStyle's digital presence by incorporating the fashion and beauty coverage of some of the company's smaller sites. Mimi, a beauty site that Time launched a year ago, and will live on InStyle.com as its own vertical. (It will maintain its existing social media feeds.) Meanwhile, the title will increase the amount of content it syndicates from Jane Pratt's xoJane and xoVain, which Time bought in October 2015.
While Pratt's sites will also continue to operate through their own landing pages, they, along with Mimi and The Outfit, will officially be part of what Time has dubbed The InStyle Collection. The Outfit, StyleWatch's influencer network site also founded a year go, will act as a "solution that the InStyle Collection can tap into for native and advocacy programs," said a representative for Time. "It complements the content offerings of InStyle.com." We're not entirely clear on what that means but will be keeping an eye on InStyle.com to find out.
The collection will be overseen by InStyle Editorial Director Ariel Foxman, InStyle Publisher Patrick Connors and General Manager of Digital Pam Abbott. Pratt will report to Foxman. (Time first began adding brands to Foxman's plate in 2015, when he became editorial director of People StyleWatch.)
In a statement released by Time Inc., Executive Vice President Evelyn Webster said that thanks to this new digital editorial strategy, content on InStyle.com will double in April. Webster announced other staff changes as well: Mimi's editorial director, Deanne Kaczerski, has been named executive editor of digital innovation; Mimi's beauty editor, Victoria Moorhouse, will become editor of the site; and InStyle's digital executive editor, Angela Matusik, will transition to director of branded content strategy. To further support these changes, Time Inc. will hire a site director for InStyle and several roles on the sales side.
In the first quarter of 2016, InStyle.com clocked 5.3 million unique visitors.
Note: A previous version of this article incorrectly stated that "The Outfit" will be its own vertical on InStyle.com.