The long-awaited debut of Condè Nast's shoppable fashion stories on the revamped Style.com have finally arrived in the UK and the EU.
With the introduction of the Style.com/Vogue and Style.com/GQ edits, the publisher is working to come full circle in creating gorgeous photo spreads — or "edits" — and then connecting the dots through their new e-commerce layer, allowing consumers to instantly shop the outfits seen within the glossy pages.
These so-called edits will appear in the May editions of the print magazines, as well as online on Vogue UK and GQ UK, which will thus make the story instantly shoppable through Style.com.
This shopping component has been in the works since April of 2015, when Style.com famously transitioned to Vogue Runway so that Condè Nast could ready the new destination for an e-commerce venture.
As of right now, the UK site has 100-200 brands ready to purchase to align with their Vogue and GQ edits.
The Vogue edit features Lexi Boling (one of Fashionista's favorite badasses), while the GQ edit stars Russian male model Yuri Pleksen. Both were photographed by Craig McDean and styled by Vogue's fashion editor Kate Phelan with modern yet inspired twists — like a bustier over a button-down.
The edit also features longtime Vogue designer staples like Chloé, Marni, Valentino, Dolce & Gabbana, Isabel Marant, Raf Simons, and Our Legacy. Plus, styling was complemented by beauty duo Sam McKnight and Val Garland, adding a touch of chic glamour.
Phelan shares hints into her styling tricks in accompanying videos throughout the edit, letting us in on how she balances a ribbed Esteban Cortezar dress with an oversize Margiela shirt offset by a Marni bag – and so much more.
And that layers on layers look that Boling is rocking in the main image? Phelan notes that clearly the woman who wears this is adventurous with their style, and she chose to change the proportion of the Eudon Choi shirt by wrapping it with a Dolce & Gabbana corset.
As for the new venture, Style.com Fashion Director Yasmin Sewell said, "I am really excited to see our fashion vision come to life in the first shoppable fashion shoot with Vogue and GQ, which will really cement the collaboration between Style.com and the Condè Nast magazines, as well as translating the unquestionable fashion authority of those titles to a digital space."
In one of our favorite behind-the-scenes videos, Phelan shares her daytime glam styling choices — particularly, why she chose to pair a Preen sequin dress with a simple Paco Rabanne t-shirt in order to make a ballgown more daytime appropriate.
Somehow it all comes together, and even makes us want to shop it immediately. Which of course begs the question – is this the new see now, buy now?