From The Straits Times    |

A new digital magazine hailed as a mixture between a “concept store and a megamall” is set to launch February 13.

New fashion site launching for 'fast and modern consumer'

Called LifestyleMirror, the “e-commerce heavy” site will comprise editorial content relating to fashion, beauty, travel, menswear and lifestyle interests, while all products featured will have a direct link to a point of purchase.

“As a publication, LifestyleMirror is a mix between a concept store and a megamall. The content is beautiful but it’s something right for the fast and modern consumer,” founder Emanuele Della Valle told WWD, adding that catering to all budgets is a priority.

“We will always go from left to right, from high to low, as we never want to be stuck with [only] uberaffluent price points…

“If there is a vintage dress featured [in a story], then we will give suggestions in price ranging from Topshop to L’Wren Scott.”

Artist and couture collector Daphne Guinness has been photographed for the site’s first weekly feature, while Della Valle also has a selection of former editors from publications including Harper’s Bazaar and Town & Country on hand to provide editorial content.

The birth of LifestyleMirror follows an increasing trend for editorial-rich e-tail sites, with online boutique Gilt Groupe teaming up with fitness publication Women’s Health last month to allow shoppers to discover workout tips while they perused the January sales. Gilt Groupe’s men’s spin-off shop Park & Bond also hosted a GQ online store last year, featuring items selected by the gentlemen’s publication’s editors.

Other fashion brands to have increased editorial content to their e-commerce site include upscale US department store Saks Fifth Avenue and UK-based men’s fashion retailer Topman, which launched an online magazine called Topman Generation last November.

To sign up for alerts relating to LifestyleMirror visit http://www.lifestylemirror.com/