Strut 120 could best be described as a fun space that straddles the two worlds of high fashion and democratic content. The site is already riding the popularity charts since its launch on September 17, with fashion bloggers, magazines and stylists talking about it. This friendly website seems equipped to usher in an era of a no-holds-barred approach to accessible fashion - it puts together a whole bunch of fashion-related nuggets, in a way that you can’t possibly miss.
What sticks with you is that you’re going to need only two minutes to get your fill of the newest trends, aside from pretty workable trivia on how to wear it best. The areas they work with are fashion, beauty, lifestyle and shopping -each of which flows in tandem with a pleasing tangerine and white interface. You find that you glide across an assortment of brands, attitudes and ideas and are able to process it quite effortlessly.
Behind the scenes
With a cool DIY section (sticking broken CDs on an LBD is considered cool here), how to wear the latest catwalk trends and general news from the fashion world, Strut120 hopes to reach out to every girl, helping her experiment with her style and stay up-to-date with a number of creative ways to do things. “The idea is to keep it simple, yet innovative - our videos are really all about happy fashion. The website keeps the idea of democratic fashion alive, giving it a glossy and refined sheen. Beauty and fashion in India need a more realistic approach and our content is every girl’s effortless guide to style,” says Latha Sunadh, editor, Strut120.
This well-curated fashion project takes the business of indulgence seriously, while also pulling off an engaging tone-of-voice. Keeping in mind that the subject is essentially fashion, the website has invested in good photography and well-shot videos. The handy, DIY videos here (how to get smokey eyes in two minutes or how to get wavy diva hair), are something we love about the site. This freewheeling touch mixed with great editorial content on exclusive how-tos, undiscovered designer stores and avant-garde beauty ideas, makes for great reading online.