Thursday, 9 June 2011

New fashion site The Style Director launches this week

The Style Director is a new website, set to go live this week, aimed at helping professional women to secure wardrobe essentials with the minimum of effort. It dilutes a vast array of choices to one hero piece and four alternatives for each of eleven essential categories; T-Shirt, Shirt, Breton Top, Summer Sweater, Shift Dress, Slim Skirt, Slim Trouser, Tailored Jacket, Trench Coat, Loafer and Court Shoe.

Ines de la Fressange, Lisa Armstrong and Sarah Curran of My-wardrobe are among the ‘style icons’ who have picked wardrobe essentials for the site: from the Acne blazer to the Burberry trench. The Shop on the site has been limited to ten or 11 essential categories, to be regularly updated to suit the season. Colours are restricted to core neutrals of black, grey, navy, white, cream, nudes and pops of red.

Adding to the editorial tone, 'The Magazine' section covers regular fashion topics, while 'Great Alternatives' on each page guide readers on how to style classic pieces with contemporary items. The Style Director’s tumblr blog (below) is updated with images of modern classics with accompanying tips. To mark The Style Director’s launch at the end of June, the first 25 shoppers to spend over £50.00 will receive a copy of Ines De La Fressange’s Parisian Style.