Style file: Fashion website features content from users, experts

12.01.2010 Fashion : Simon Fuller : Sojin Lee

London – A fashion website mixes expert views with user-generated content in a reflection of the ongoing democratisation of the industry.

Fashionair, launched by Pop Idol creator Simon Fuller and former Net-A-Porter boss Sojin Lee, presents a mix of ‘insider’- and ‘outsider’-generated content. Here, high-quality editorial films, fashion news and styling tips from industry experts sit comfortably alongside users’ personalised mood boards and style files.

The website is the latest example of fashion brands turning to social networking to reach consumers.

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