New York magazine relaunched its popular fashion blog, The Cut, as a standalone women’s site over the weekend. The new site boasts a bold, photography-rich redesign and expanded content categories.
Gone is the blog-style format — stories are no longer stacked in reverse-chronological order. Instead, a rotating carousel of 640×430 images highlights trending stories at the top of the page. Beneath it, more content is advertised — the latest entries are posted on a narrow left-hand rail, and lookbooks and section highlights are displayed on the right. At launch, there are only two ad units on the front page: a large vertical banner ad on the right-hand side, and a standard horizontal banner ad on the bottom.
Running across the top are The Cut‘s five verticals, all of which, besides “Fashion,” are new. “Fame,” as you might have guessed, is focused on celebrity style and culture — with fun twists like fictional “celeberotica.” “Beauty” serves up more traditional fare, like product reviews and Q&As with readers. “Goods” is all about product, a mix of single picks (this cardigan) and slideshows. “Love & War” concerns itself largely with sex and politics, a place for commentary and confessionals.
All in all, expect to see around 40 stories from The Cut each day — about twice what it was producing before. The Cut‘s staff has expanded accordingly, from four full-time employees to 10.
Beyond content expansion, what’s most notable about the redesign is the focus on images. The Cut has invested heavily in archival footage, inviting readers to browse thorough fashion lookbooks of style-setters like Catherine, Duchess of Cambridge, and Brigitte Bardot. The publication is also producing its own fashion spreads, sending boxes of clothes to international freelancers and giving them complete freedom to style and shoot as they see fit. These images, as with all others on the site, invite users to zoom in and view them at much higher resolutions than you’d typically find at another publisher. This is especially useful for runway footage — the quality of the photos and videos is such that The Cut is positioned to be the go-to resource during New York Fashion Week, and likely other Fashion Weeks as well.
New York‘s investment in its fashion blog is a sensible one: digital now accounts for 40% of all ad revenue, up from 5% in 2004 and 20% in 2008, and fashion is the biggest online advertiser by category. It’s the third blog New York has rolled out as an independently branded and distinctly designed entity, following Vulture (tagline: “devouring culture”) and Grub Street (food).
Are you a fan of the redesign? What do you think of The Cut‘s departure from a blog-style format and the way it now displays images?
Read more: http://mashable.com/2012/08/13/the-cut/