MyDaily UK, launched to coincide with London Fashion Week, centre on five themes: fashion, beauty, décor, mind & body, and travel.
Content will include interviews and reports from backstage at the London Fashion Week shows of British designers such as Christopher Kane and Mark Fast.
The launch is part of a wider plan by AOL to boost high-quality content, which has included the hiring of more than 400 editorial staff across the US and UK this year.
AOL is now focusing on three target audiences: women and men aged 25-44 and users over 55.
AOL says MyDaily UK’s high production levels, including large images, will differentiate it from other women’s sites.
David Shing, head of media and marketing at AOL Europe, said, “We aim to be the global leader in sourcing, creating and delivering high-quality, trusted, original content to consumers. We’ve adopted a new editorial approach, blending the best of premium publishing traditions with our rich heritage in online content, advertising and technology.”
This story first appeared on newmediaage.co.uk