Online magazines are taking their style advice one extra step, by connecting readers directly to the publications' e-tail sites.
In June, online titles hellomagazine.com, elleuk.com and urbanjunkies.com, for instance, formed partnerships with Milan-based e-tailer yoox.com to create shopping facilities as part of their style guides.
Hellomagazine.com launched Get The Look—a shopping page linked to yoox.com that features products inspired by different celebrities— which is changed every two weeks. The site might post a full-length paparazzi image of Sienna Miller and highlight a range of tops, accessories and shoes it's selling that matches her style, for instance. "We wanted it to create a reader community," said David Witcomb, marketing and business development manager of hellomagazine.com.
Meanwhile, urbanjunkies.com offers an online shopping guide featuring items it considers hot. For its part, elleuk.com boasts a shopping guide focusing on apparel and accessories, recommending "must have" bags, jeans and dresses, among other fashion items.
Browsing for scents in Etat Libre d'Orange's Paris store has become even more novel. In June, the irreverent French fragrance brand doubled the size of its 160-sq.-ft. shop in the Marais neighborhood to add an area selling books. Like the brand's quirkily named fragrances (the latest being Delicious Closet Queen), the collection showcases far-frombookish tomes from publishing house Taschen. Examples include "The New Erotic Photography," "Architecture in China" and "History of Girly Magazines."
"Etat Libre is about olfactive liberty," explained the brand's founder Etienne de Swardt. "We thought it a good match to have a very eclectic collection of books—from eroticism to architecture—next to fragrances."
FOOD FOR THOUGHT
Once there were ladies who lunched. Now, in Paris, there are ladies who brunch while they beautify.
Beauty-Brunch-Shopping, the brainchild of Paris-based events organization company LaTeamPeople, starts a weekend off with an organic brunch, whose menu is overseen by nutritionist, followed by a host of beauty treatments and shopping. The whole event takes three hours. After running evening beauty gatherings, LaTeamPeople decided to extend its offer to weekends.