The Business of Fashion | Welcome to BoF Beta

LONDON, United Kingdom – Welcome to The Business of Fashion version 2.0. Just in time for the holidays, we are proud to unveil our new brand identity and beta web design. (RSS and Email subscribers, make sure to click here to see our new look.)

Since the summer, we have been working with the talented Design Science Office, a boutique design agency in London, to create a visual identity to match the voice that BoF has developed over the past two years. In addition, we aimed to improve the navigability of the site and improve the access to our growing archive of content. And voila!

The first major change you will notice is our new logo. I noticed that readers and subscribers were beginning to use the BoF moniker instead of our full name (which admittedly can be a bit of a mouthful), so we decided to integrate ‘BoF’ into our visual identity as well. In the coming months you will also see this core identity expand into a canvas to highlight the designs of fashion designers and illustrators from around the world.

As for the site structure, it was important to give our readers better access to the most read BoF content of all time (The Business of Fashion: Basics) as well as the most popular articles from the past month. And, we have also added functionality to enable you to share articles with your colleagues via Email, Facebook, Twitter and

Best of all, we have lots of new content planned for 2009, including a proprietary video series called “Inside the Studio” and more opinionated analysis from new columnists and contributors, all in the original BoF spirit.

Attached is a PDF which I have marked up to highlight some of the newest features on The Business of Fashion. In the meantime, explore BoF Beta and let us know what you think. I am really looking forward to your feedback.

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  1. Love the new look and features. Bravo Imran and team!

    Randall from Union City, CA, United States
  2. You guys have done a magnificent job.

    BOF Fan from London, London, United Kingdom
  3. Thanks for the feedback everyone. We’d love to hear more about what you think of BoF Beta.

    Imran Amed, Editor from London, London, United Kingdom (post author)
  4. Nice, love the logo!

    La Genevoise from United Kingdom