VOGUE GOES MINI: British Vogue’s Web site, Vogue.co.uk, has added a children’s wear section, Mini Vogue, to its grown-up fashion and beauty content.
Within the British Vogue site, Mini Vogue will cover children’s wear brands that span designer names to high street labels, along with lesser known independent firms.
The site will also feature content offering advice and ideas for parents, along with beauty products for mothers and babies and maternity fashion. Current content on the site includes stories on newborn summer essentials, stylish mothers on Instagram and the dos and don’ts of maternity style.
Bonpoint is the exclusive launch partner for the channel, and the French children’s label’s fall 2015 creative campaign will feature on Mini Vogue through to mid-September.
Lucy Hutchings, editor of Vogue.co.uk, said based on previous features, the site’s readers have a “strong interest” in children’s wear content. “This section opens up the site to a new audience and offers us the opportunity to work closely with brands who have previously had limited options for visibility on the site,” she said.
A spokeswoman for Condé Nast, Vogue’s publisher, noted there are currently no plans for a print version of Mini Vogue.