April 4, 2013

Shortlist Media takes on 14 journalists for launch of ‘hugely ambitious’ fashion website

A new fashion website from the publisher of free weekly magazines Stylist and Shortlist is to launch next month.

Never Underdressed is a website which describes itself as a "digital magazine" and which will provide rolling news and features on global luxury-fashion and beauty.

With up-to-date news from the industry, and footage streamed live from shoots and catwalk shows, Never Underdressed claims that it will “combine the high-gloss production values of monthly fashion magazines with the hourly speed and immediacy of the web".

The site will be run by a claimed full-time editorial team of 14, led by Carrie Tyler (pictured, left, below), former digital director of Elle. The editorial team have all held senior positions at fashion titles such as Elle, Vogue, Marie Claire, The Independent, Stella and Sunday Times Style. Publisher of the site Lucy Alexander (pictured, right, below) is formerly digital ad director of Elle.

Publisher Shortlist Media says that the site will be mostly funded by advertising revenue.

Tyler said: “We are committed to not only delivering the best and most original content but also to significantly out-perform the market on the number of stories we cover and the depth and breadth of our reporting.”

Key appointments for the site include:

Former Sunday Times fashion editor Ursula Lake, who is fashion editor
Former Vogue fasion editor Miranga Almond who is contributing fashion editor
Beauty director Joanna McGarry who previously had the same job at Stylist
News editor Harriet Walker who was previously style editor and a columnist at The Independent.

Chief executive of Shortist Media Mike Soutar said: "?Never Underdressed is a hugely ambitious and exciting launch for us. The months of research we have devoted to the development of the new service leave me in no doubt that we will be bringing a genuinely distinctive and valuable brand to the market. Credit is due to the senior team here whose determination has seen us reach this new milestone: Tim Ewington, our strategy director; Karl Marsden, managing director; Phil Hilton, editorial director and Matt Phare, Creative Director. Their vision and drive is awe-inspiring.”