FOOD & WINE’s digital brand FWx debuts its newest channel, FWx Style
FWx joins FWx Food and FWx Drink, and is dedicated to the intersection of style, function and foodism—touching on beauty, nutrition, shopping, fitness and design
New York, NY – February 2, 2015 — FOOD & WINE announces that its popular millennial-focused digital brand FWx debuts FWx Style. FWx Style is the newest content channel on FWx, joining FWx Food and FWx Drink. It will be dedicated to the intersection of style, function and foodism—touching on beauty, nutrition, shopping, fitness and design.
The section will feature tips from trendsetting makers, bloggers, creators and entrepreneurs, like HBFit.com’s Hannah Bronfman of the Beautifed app, Helen Mary Bowers of Ballet Beautiful and Grasie Mercedes from Style Me Grasie. Other series will cover news on the latest green products and spaces, travel recommendations and shopping guides for every occasion.
FOOD & WINE Editor-in-Chief Dana Cowin said, “Since we launched FWx in early 2014, some of the most popular features have been about fashion and style, so we decided to give our audience even more. FWx Style will offer fun, quirky, and unexpected finds and insights with a style spin. And, we have some really great contributors for an interesting mix of content that will entertain and inform.”
Lexus is the exclusive sponsor of the FWx Style launch. Lexus is the only brand with advertising across the channel through late February, featuring customized rich media units, as well as social extensions. This FWx Style sponsorship is part of Lexus’ integrated marketing campaign to launch a luxury crossover that goes beyond utility: the Lexus NX Turbo. The campaign targets a social, highly engaged youthful audience and illustrates how the 2015 NX 200t is a stylish vehicle that fits an active lifestyle through its bold design, performance capabilities and functionality.
The hashtag for the new section is #FWxStyle and fans can go to the FWx Facebook page to make recommendations for their favorite style stars worth spotlighting on the site.