In February Vogue.Fr re-launched with all new web only content as well as the “Vogue Paris Social Reader” application in partnership with Facebook. The site’s emphasis is on pictures, large format scrolling and full-screen slideshows with intuitive navigation inspired by the iPad. Under the creative supervision of Emanuelle Alt, the idea of the site is to “navigate by exploring rather than searching: browsing based on the principles of serendipity.” The re-launch of the site resulted in an 130% increase in traffic and helped increase Vogue.fr social media community to 500,000 fans on Facebook and close to 1 million Twitter followers, making Vogue the leading French media Twitter account.
Today the site launched an English language website option that will offer a daily selection of content including videos, Q&A and a look of the day, starting with Gwyneth Paltrow in Stella McCartney and a welcoming Kate Moss in a Union Jack sweater. The sites’ international focus as well as tightly integrated content built around and supported by its social media presence provides some insight into how glossies are continuing to evolve in the digital space. Vive la France!