New fashion news website for women’s weekly Grazia broke its first exclusive just a day after launching.
The website was one of the first to publish images Victoria Beckham’s new haircut on Tuesday (9 September) which it followed up with an exclusive chat with the hairdresser responsible for the new look.
The quotes from New York hairdresser Garren were followed up by a number of other publications including the Daily Mirror, which did a front page splash on the haircut the following day.
Hattie Brett, launch web editor for GraziaDaily.co.uk, said: ‘We posted the story as soon as we got in on Tuesday and our beauty and style writer started working on finding out who had cut it. It’s about breaking fashion news as it happens. We’re a very well established fashion brand; it makes sense to give our readers that in a daily fix.”
Grazia launched in February 2005, and until this week had only a ‘holding page’for the magazine to run competitions and drive subscriptions, and no editorial content.
Journalists at Grazia now work across both the magazine and website, with only Brett and the recently appointed website fashion assistant Lily Russo working solely for the website.
Brett has been with Grazia for two and a half years, working as a senior feature writer before taking the helm at the website.
The new website will give the readers the chance to interact with Grazia, she said, adding that the team have fast become addicted to checking readers’ comments on news stories: ‘We have always been frustrated we’ve never been able to share that with the readers and get into their heads. They’re very fashion savvy, articulate, intelligent women, so we trust them to go mad and tell us what they think.”
As well offering up-to-the-minute fashion and beauty news (style director Paula Reed is currently reporting from New York Fashion Week) the site will also feature expert advice. At least one new section will be added in the near future, Brett said: ‘Everyone has ideas and we’re continuing to develop it. We change the magazine on a regular basis, and we can do that even more so with the website. This very much phase one.”