After being turned from Condé Nast’s runway pictures and reviews home into a luxury e-commerce platform last year, is changing again.

Having its domain, intellectual property and client data being owned by Farfetch’s José Neves since 2008, now the goal is to create a global content and merchandise platform.
The partnership aims at the connection between Condé Nast’s editorial portfolio and the e-commerce’s logistics and technology creating a purchase experience that could offer inspirational content to the consumer.
It’ll allow the consumer to, while browsing the publisher’s digital content, to buy with just one click the products that are shown on social media or websites of magazines such as Vogue and GQ.
Vogue and GQ American versions are the first one to start this project under the helm of Ann Wintour as Condé Nast’s artistic director. This change also means that Jonathan Newhouse, Condé Nast chairman and CEO, is now on the Farfetch board.