Anyone working in fashion media five or more years ago will no doubt recall the bible-like status of the American site Style.com. As a fashion resource, let's just say it was the go-to for writers, stylists and industry insiders alike. And so it's with a little sadness that we hear the news today that the site is ceasing operations for good, even after it was (unsuccessfully) rebranded into an e-commerce site in 2015. The news comes with the announcement that publishing giant Condé Nast has signed a new agreement with global e-tailer Farfetch, thereby putting old Style.com out of business (even the URL will start redirecting to Farfetch). We guess it's out with the old and in with the new.

That being said, the partnership is a powerful one - Condé Nast publishes heavyweight brands such as Vogue, GQ, Glamour, Vanity Fair and Allure in 29 markets across multiple platforms, with an audience reach that spans 340 million. Clearly, this is big business for both parties. And for those who watch the fashion retail industry closely, this calculated move could potentially be the influence of Farfetch's newest co-chairman Natalie Massenet. After joining the luxury e-tailer in March, we've no doubt the founder of Net-a-Porter has already started to make her mark on Farfetch.

As part of the partnership, Condé Nast International Chairman and Chief Executive Jonathan Newhouse will join Farfetch's Board of Directors. And so far, everyone stands to benefit from the move - especially luxury fashion brands like Vogue. "I've always believed that what sets Condé Nast apart is our voice and our vision. Partnering with Farfetch only enhances that, and brings a new dimension to all that we offer the world," agrees Condé Nast's Artistic Director Anna Wintour in a press release.

Alright folks, get ready to start shopping direct from the pages of your favourite fashion sites... hold on, this could get dangerous. 

Goodbye Style.com, it’s a new era for e-commerce