Fashionair takes a break

10 May 2010

Fashionair, the futuristic concept site and brain baby of Simon Fuller, (entertainment svengali and manager to none other than Victoria Beckham) and Sojin Lee, who was previously the head buyer for net-a-porter has been taken down for a ‘hiatus’. A spokesperson explained that “the site has ceased to produce new content and is scaling back its London operations”.

The idea behind the site was to capitalise on the huge demand at the minute for both online shops and fashion and celebrity gossip, and judging by the provenance of the two partners, (introduced to each other by Roland Mouret, no less) people in the know had high hopes for it.
 
All of Fuller’s projects are being reshuffled at the moment since he resigned as CEO of 19 Management, which is the company that he set up, but sold in 2005 to a bigger company.
 
The concept, to combine magaziney type features with interactive shopping and bring in a kind of instantaneity made impossible by the 6 monthly cycle of seasons, still seems like a sensible business model, so will Sojin Lee get back on it and re-launch the site herself OR is she already onto the next thing?

Watch this space!  

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