Smaaz’s Blog

Yahoo! Partners with ELLE for Mobile Coverage of Fashion Weeks

September 4th, 2007

Yahoo! and ELLE have formed a partnership to provide fresh off-the-runway news, photos and trends from Fashion Week 2007 on the accessory people never leave home without — their mobile phone. Beginning Sept. 5 in New York City and followed by Fashion Weeks in Milan and Paris, consumers everywhere can access exclusive ELLE Fashion Week coverage through Yahoo! oneSearch on their mobile browser.

Yahoo! oneSearch is a new search experience designed to give consumers more targeted content and instant info on their mobile phones. No more useless links that require time and patience to search and download. Yahoo! oneSearch enables users to insert a key word or phrase into its search box and - presto! — all relevant information for Fashion Week 2007 from ELLE appears directly on the screen.

“The mobile phone is the perfect tool for people looking for information on the go. With Yahoo! oneSearch, now busy fashionistas can now save time and effort by getting instant access to local New York City happenings and Fashion Week news, images and more,” said Lee Ott, Director Mobile Web, Yahoo!. “This unique partnership with ELLE Mobile provides fashion-lovers everywhere a VIP pass to the hottest happenings at Fashion Week.”

Extensive daily coverage from ELLE includes:

– Runway reports: editors’ reviews of all the top designers

– First Trends: beauty essentials, models of the day, fashion and accessories trends

– Fashion Blogs: entries from editors/stylists, fashion, and celebrity blogger supermodel Maggie Rizer. FabSugar and BellaSugar will also contribute blogs with a daily tid-bits, reminiscent of the fresh and smart PopSugar style.

– Street Chic: a feature covering the people on the street and parties

– Style Scout: photo diaries of eight young designers documenting their month leading up to their fashion show in New York City.

“We hope to give millions of women a behind-the-scene look at the premier event of the fashion world, and a comprehensive preview on trends that will be hitting the retail shelves later in the year. Hachette is pleased to have Yahoo! as a strategic partner in this program,” said Olivier Griot, Managing Director Mobile, Hachette Filipacchi Media U.S. “Together we can combine the reach of Yahoo with ELLE’s voice and style authority.”

Entry Filed under: Yahoo!