Premiere for Styleby.nu

Today marks the launch of Styleby.nu, a month and a half before the first issue of the print magazine will be available at newsstands. And the site is not your usual fashion site.

“The majority of magazine sites are built up around fashion news and blogs, and that’s great, but they already exist and the bulk of them are pretty similar,” says Styleby’s editor-in-chief Jonna Bergh.

Styleby has chosen a different path. At Styleby.nu, Elin Kling of the successful blog Style by Kling, independent of the magazine, will offer Styleby.nu a faster channel for readers to get even more from Kling and the editorial team.

“Today it feels like blogs are actually a slow medium,” says Kling. “Styleby.nu gives site visitors the chance to follow along where things are happening when they’re happening. Updates will be in real time and readers can follow along to photo shoots, to editorial team meetings, during our work day and when we go to parties.”

The editors call it a “quickfix” feed, with fast photos and short texts put up by the team and guest writers in real time.

“I hope Style by Kling followers will think this is a cool site and follow Styleby.nu as well,” says Kling.

The Styleby logo was created by Nina Oja, the art director for the new magazine.