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Fashionair website shuts down

Fashionair, the fashion entertainment website launched by Victoria Beckham’s manager/music mogul Simon Fuller and former Net-a-porter buyer Sojin Lee (above), has closed down following a stratgeic review by its parent company 19 Entertainment.

A spokesman for the company told The Times newspaper today: “Fashionair is to cease production of new content and scale down its London operation with immediate effect.” The newspaper said that Lee is understood to be seeking new backers for the venture.

The idea behind the site was to combine magazine-style video content with interative purchasing- so customers can click on the products and buy them directly from the site.

I can’t say it suprises me that Fashionair has folded (albeit temporarily). I don’t think it lived up to the hype- it was meant to be the next big thing in online! It also wasn’t very proactive in marketing- I signed up to the website but would only get an email alert once in a blue moon…hardly cutting edge news!

I was chatting to a fashion journalist friend of mine only the other day about it and we were both saying how the website seemed to have nosedived following its initial launch. What do you think..?

fashionbite xx

fashionbite xx

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