• by Sara Guaglione , August 9, 2017

Bustle and Coveteur are collaborating on a digital fashion vertical this fall, called The Fall Style Edit.

"We're excited to usher in the modern-day September issue offering a fully immersive content experience," stated Bustle Digital Group chief revenue officer Jason Wagenheim.

Fall is fashion’s biggest season, and September is when respected fashion magazines, like Vogue, hit newsstands with their most important issue of the year.

Wagenheim called the new vertical, which will launch September 1 on both Bustle and Coveteur’s sites and social platforms, a “pop up” for their audiences.

The partnership may sound unconventional at first. Though both target women and cover lifestyle, Bustle reaches millennials and advocates body positivity and inclusivity, while Coveteur focuses on luxury for an older demographic.

But Wagenheim explained the rationale behind the partnership: It will produce high-quality fall fashion content for a wider audience.

“We're able to collaborate and compare notes on fall fashion trends with Coveteur, one of the premiere authorities on style, and then make that accessible and relatable for a wider audience. It's win-win for readers,” he told Publishers Daily.

Bustle’s fashion and beauty categories have grown 130% over the first half of 2016, Wagenheim told WWD.

The Fall Style Edit will cover fall fashion and beauty, with weekly articles, custom photo shoots, videos, special features and Instagram Story series.

Planned content includes makeup and skincare products used by beauty editors, a profile of women over size 20 getting fitted for designer clothes and a stylist’s shopping guide.

"Readers will see a unique mix of the fashion lifestyle content that Coveteur is beloved for, along with the relatable style content that Bustle's highly engaged audience knows and loves," Bustle editor-in-chief Kate Ward stated.

Wagenheim said each site will produce its own content for the vertical, as well as collaborate on some pieces. This will help “make the entire vertical available to all readers, regardless of where or how they find us.”