Pop mogul Simon Fuller and Sojin Lee, formerly Net-a-Porter.com, are to launch a fashion style website which will be affiliated with brands and retailers via pop-up shops and advertising.
Fashionair, will not sell any merchandise, but will focus on editorial style content with styling tips and fashion news. The site will also feature styling videos with the likes of Yasmin Sewell, fashion consultant at Liberty. Website users will be advised where they can buy all of the product featured.
The site will launch later this year and users will also be able to create their own personal “style files” and mood boards and create wish lists or birthday lists.
Lee and Fuller are in negotiations with affiliate deals with etailers and are discussing sponsorship and partnership opportunities with brands, magazines and larger portals. Lee said that there would be some advertising on the site but that Fashionair was aiming for an “integrated experience”, such as with pop-up shops or shop-in-shops to help drive traffic.
Fashionair is part of Fuller’s 19 Entertainment group, which is also an investor in Roland Mouret’s 19RM label and in David and Victoria Beckham’s DvB brand.