The Daily Beast Launches Men's Style Vertical

The Daily Beast revealed a new Style section today, coinciding the launch of its first vertical dedicated to men’s fashion with the first day of Men's New York Fashion Week.

The Daily Beast hasn’t covered fashion and style since 2013, when it decided to focus on its news, entertainment and politics verticals.

According to WWD, the site had a fashion vertical called “Sexy Beast” that was shut down after owner IAC sold Newsweek to IBT Media. Now, president and publisher Mike Dyer told WWD that The Daily Beast wants to “return to our roots.”

Dyer said their team noticed its readers -- which are 51% male as well as 40% millennial -- would come to The Daily Beast for its entertainment and news content, but would click elsewhere for style coverage.

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Denim brand Mott & Bow is the vertical’s launch partner, joining existing advertisers Neiman Marcus and David Yurman, which have taken advantage of the company’s in-house custom content marketing studio BrandBeast.

The Daily Beast is putting a cultural lens on style, which makes it accessible to the millions of men who care about style but aren’t explicitly consuming high fashion content,” stated Alejandro Chahin, founder of Mott & Bow.

Dyer told WWD the new vertical provides ample opportunities for the brand, such as e-commerce, native advertising video campaigns for brand partners, and events. He added that if the Style section proves successful, Beast will tackle women’s fashion next.

The online pub recruited two former Esquire employees to develop the vertical: creative director Wendell Brown and vice president of brand partnerships Andrew Bowen.

The Style vertical will focus on diversity in fashion influencers, trends and brands.

“We’ll differentiate our men’s fashion coverage by surfing the intersections of style and pop-culture – movies, music, sports and art - making our content more accessible to the diverse and growing community of Beast readers,” stated John Avlon, editor-in-chief of The Daily Beast.

The section will launch with 15 pieces of content, including five editorial series. For example, “Unlikely Style Icons” will profile “iconic looks from individuals not famous for fashion” and “How They Make It” is a video series on the creation and production of popular fashion items.

Daily Beast is also launching a new Facebook Live series called “The Appointment,” featuring Brown’s interactions with designers. The brand will also share behind the scenes footage of Men’s Fashion Week through both Facebook Live and Snapchat.

The Daily Beastwill reportedly launch another new vertical this year, called “Drink + Food."

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