Joe Fresh has jumped into the blogosphere with its own blog that launches today.

The fast-fashion retailer features original content, including stories, photo shoots and video. The blog, which was designed and developed by Ro New York on a customized WordPress platform, includes interviews on Karla Martinez, a former fashion market and accessories director at W and founder of loungewear line Piamita, Brooklyn-based artist Jenna Synder-Phillips and journalists Lola and Nikki Ogunnaike, among others.

The blog also includes a “shop the look” function because — well, Joe Fresh is a retailer, after all. The shopping component makes use of a pop-up lightbox that allows for easy access to shop items featured in photos.

Social media includes a real-time Instagram feed, as well as video content from behind-the-scenes clips from campaign shoots with models such as Karlie Kloss, as well as Joe Fresh’s Canada TV commercials.

Aside from luring in readers through its e-commerce site, the company said it will drive traffic to the blog through paid advertising on Facebook, as well as through posts on Twitter and Instagram. E-mail marketing will also bring eyeballs to the blog, which can be found at Blog.joefresh.com.

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