GETTING SWALLOWED: The hammer is beginning to fall at Style.com.

The fashion site is being spun into Condé Nast’s soon to launch e-commerce site, and that transition has already translated to layoffs, about five, including a photo editor and its fashion market director.

Style.com users seeking to access fashion news and runway coverage will now be directed to Voguerunway.com, part of U.S. Vogue’s Web site.

Monday’s news confirms rumors that Style.com would shutter and be folded into Vogue.com. Indeed, the move was a foregone conclusion last November, when Style.com became part of Wintour’s purview and its editor in chief Dirk Standen began reporting to her. That arrangement was mirrored on the business side at the time, with Style. com’s publisher Matt Rice reporting to Vogue publisher Susan Plagemann. It could not be determined what Standen’s role would be, or if he would remain at the company. He could not be reached for comment, but it is rumored that Standen was not looped into plans for his site.

Sources told WWD that the transition wasn’t surprising since Condé Nast artistic director and Vogue editor in chief Anna Wintour decided to expand her magazine’s digital presence. Style.com, which ironically won the People’s Choice award for Fashion & Beauty on Monday, was seen as a direct competitor to Vogue.

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