Elle Partners with Yahoo for Mobile Coverage of Fashion Week
The fashion world’s Super Bowl—Fashion Week 2007—kicked off in New York on Monday, and traditional fashion magazine publishers, while still hoarding an overwhelming majority of the press laminates, have ceded some of that territory to bloggers. (Women’s Wear Daily notes that bloggers represent 10 percent of the press credentialed this year.) One area bloggers don’t traditionally have the resources to go: mobile.
Enter Hachette’s Elle, which has partnered with Yahoo to offer “fresh-from-the-runway” news, photos and all-important trends via mobile devices. Elle has also tapped three prominent fashion bloggers—Maggie Rizer, FabSugar and BellaSugar—to contribute to its mobile content.
Thus far, though, the content has been on the light side: Judging from Elle’s mobile site, there have been a total of five dispatches, including introductory posts by the bloggers, and photos from the runway shows themselves have been virtually nonexistent. There appears to be placeholders for photos from designers’ shows tagged with a "check back here during Fashion Week" message.