After a long gestation period, Condé Nast's e-commerce platform Style.com launched in early September for UK audiences only, allowing readers of the British editions of Vogue, GQ and Condé Nast Traveler to directly shop some of the content they see in print and online, the latter through a "shopping layer" on the magazines' sites. (Style.com will go live in the U.S. and Europe in the future.) On Thursday, the new venture added another layer: a print campaign that will run online, outdoors and in the magazines, a reminder that (some of) the content that readers are seeing is available conveniently in one digital place. The tagline reads: "Own the inspiration."
Aligning with recent collage trend in fashion advertisements, the campaign images were inspired by kaleidoscopes and include products available on Style.com, catwalk models and shopping icons. "It's psychedelic but still familiar, and will draw people in to explore the wonderful world of the new Style.com," said the site's Creative Director, Jane Gorley, in a statement. The shop has already signed on Chloé, Valentino, Raf Simons, Marni, Vetements, Rick Owens, Jacquemus and many other designers.
But that's not all Style.com has worked out for this campaign: Appearances in Vogue UK will include re-usable stickers, a move that's a first for the magazine. Readers will be able to stick a pair of No. 21 satin sandals or a Delfina Delettrez earring wherever their hearts desire and, probably, Instagram it. The site's branding gave us major Glossier vibes when it was first revealed — specifically, the line doodles of clouds, thumbs-up emojis and such — and the beauty product line employed stickers as part of its launch marketing strategy, too. It seems Style.com is hoping to capture some of that same social media-friendly buzz. People do love stickers.