MOD SQUAD: Swedish media company Metro International is gearing up to launch, billed as one of the first globally minded fashion portals — and one not tethered to runway trends, but rather what stylish women actually wear and why. A beta version is slated to go live the first week of November, with a full launch in February to coincide with fall fashion weeks.

Spearheading the upmarket title is Kenya Hunt, Metro’s global style director, who will tap into its network of reporters in places like New York, Stockholm and Saint Petersburg, Russia, and also recruit contributors to report on a spectrum of fashionable women in different cities.

This story first appeared in the October 23, 2013 issue of WWD. Subscribe Today.

ModMods is to cover fashion, beauty and “street style,” which Hunt cautioned has become a loaded phrase often synonymous with “women dressed head-to-toe in designer clothes loaned to them.” By contrast, her aim is “to get back to something that feels accessible but still aspirational and inspiring.”

While the site is to feature video programming, celebrity and designer interviews and other familiar fare, Hunt stressed the goal is to generate a conversation with women about “the way they style themselves,” rather than the usual top-down preaching of designer trends.

To build buzz for the site launch, ModMods recently unveiled a Twitter feed and a Facebook page. Hunt noted the site, which is to generate revenues via advertising, would also be promoted via Metro newspapers, which reach an estimated 18 million print readers daily in 23 countries.

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