Racked relaunches today with the complete Vox Media Makeover Look™: new site design, new logo, new glow. This makeover was a sprint compared to the Eater revamp: 10 weeks from kickoff to launch, but a resulting design that’s the lightest, most beautiful site in the Vox stable, as befits our next-generation fashion and shopping brand. Bravo to Eliot Shepard, who oversaw the product side of the launch, and all the folks at Vox Product that made this magic happen.
Editor-in-Chief Leslie Price has been part of Racked’s DNA since the brand was born in March 2007, serving as the launch editor of Eater NY, then later as editor of Eater LA before returning to the mothership to oversee Racked’s transformation into its new, better self. Leslie’s welcome letter lays out her vision for the site, one replete with a mix of video, feature, and op-ed content, and of course the news and sales reports that have defined Racked over the years.
Among the Racked relaunch highlights:
1) Try Hards, Vox Media’s first scripted video show, features Danielle Gibson and Alexandra Fiber, the team behind SRSLY, navigating absurd fashion trends in the guise of Racked editors. New episodes will drop each Tuesday at 10am.
2) Also on Racked’s expanded video slate: a partnership with with seminal fashion magazine Dazed, directed by photographer Columbine Goldsmith, the first in a series of videos Racked will produce in collaboration with other style-focused editorial outlets and brands; Racked Hauls, obsessive weekly shopping, ever Monday at noon; and the addition of Lo Bosworth of The Hills fame as Racked’s new health and wellness editor, who will helm a video series testing the workouts of the moment.
3) Racked’s launch cover story, Fashion Gateway Drugs, in which 36 of Racked’s favorite stylish people to talk about the moment they first fell in love with fashion. It features contributions ranging from Iris Apfel to Drew Barrymore.
4) And, just trust me on this — follow @RackedShopping on Instagram. It’s the start of a more shoppable Racked. Which is going to be insane.
As is this whole undertaking, as WWD reporter Alexandra Steigrad makes clear in this deep dive on the Racked relaunch which appears in today’s issue. (We ended up talking about ethics, which in a world as challenged as the fashion media, is actually a really big deal.) Bottom line, Team Racked is on it, and the new site finally gives them the tools they need to go crazy. Couldn’t happen to a more awesome team.