MAGAZINE FASHION SEES A DIGITAL FUTURE: Fashion editorial is set to take another step in its march online. Next week will see the launch of the preview of Imagine Fashion, a new digital publication that will showcase fashion films, fashion writing and cultural content for online and mobile platforms — and enable viewers to buy what they see online. The Web site was founded by Amber Gordon, a fashion editor based in New York, after she reworked what was originally an idea for an Imagine Fashion television show into a mobile and online publication. The Web site’s first editorial film has been shot by photographer Francesco Carrozzini and styled by Patti Wilson. It features Elisa Sednaoui, Paz de la Huerta, Poppy Delevigne and Zoe Le Ber, wearing labels such as Prada, Richard Nicoll, Miu Miu and Mark Fast. The film will be screened at a preview at New York’s Bar Basque on Tuesday, while the site also will offer an interactive preview at London’s Hospital Club on Feb. 22 and 23, during London Fashion Week. The site will launch to consumers later this year. While the Web site won’t sell products directly, when viewers watch the commissioned films on the site, they will be able to click on pieces that will take them to different retailers to buy online. “We’re taking fashion editorial and teaming it with the instant gratification of the digital space — that immediate ‘I must have, I can have,’” said Gordon. She added that she also plans for content such as red-carpet coverage to eventually be interactive, so that visitors to the site can buy the dress that they see an actress wearing on the red carpet. And the Web site has been designed so that it automatically recognizes whether it’s being viewed on a computer, iPad or smart phone. Imagine Fashion’s revenue model is based on advertising, and Gordon said the site offers brands integrated ways of advertising within its film player, which takes up most of the Web site’s screen. She added that the site is still finalizing deals with individual advertisers. Gordon is aiming to attract 500,000 unique viewers within the site’s first six months, and anticipates a largely female, fashion- and technologically savvy audience. The site will premiere new fashion films on a monthly basis, while the Web site’s blogs, one written by Godfrey Deeney and the other, a video blog by Casey Spooner and Adam Dugas, will be updated on a weekly basis.
— Nina Jones