- selected fashion news for mobile phones

by publisher Karin Sawetz
May 2010
Karin Sawetz is journalist, media researcher
and fashion scientist (Mag. Dr. phil.).

Mash-up style-stories

fig.: Insight into Fashionoffice

Since the founding of Fashionoffice in 1995, the magazine makers are following the newest developments of creative heads constantly: cloud computing, videos in TV quality, statistics from third parties, etc. are keywords that describe editorial publications online - the technical side of them. On the other side, essentials for the professional production of editorial online-content are the use (YouTube, Vimeo) and research of opinion (Facebook, Twitter, Blogs) in social media as well as the fulfilment of the grown demands in journalism. The last mentioned is a consequence of the fact that everybody who makes content on the web public, is a 'publisher'.

In the last 15 years, Fashionoffice studies without interruption the reception and presentation of fashion online: from the "FashionAvigator”-study in 1995 (released in 1996) to the ‘Memorized-Data’-hypothesis in 2009 and the monthly collection of data from the user statistics. The Memorized Data-hypothesis was proved by statistical data which verified the assumption that publishers and advertisers have to calculate the impact of editorial content as well as online-campaigns with a new factor: un-progressive data. To make the hypothesis 'waterproofed', Fashionoffice has tested it again. The results are published in the media information with the title 'The influence of advertising on user awareness'.

Albeit, high ranking editorials like a trend analysis about Make Up For Ever from the year 2008 or the historical survey on a Chanel hand bag (written in 2008) can not be overhauled by new articles in the monthly statistics, Fashionoffice has developed a new editorial strategy that does not follow data results from third parties (or, with other words: the statistical recorded needs of the users), but is created from Fashionoffice's contemporary taste for fashion, beauty and art, which is not measureable by technicians.

We hope you enjoy the merged information of beauty, fashion, lifestyle, art, music, film... in Fashionoffice's mash-up style-stories made of text, large images and videos:

Hollywood Style; SS2010, FW2010/11
Hollywood Style
Fashionoffice has received a magazine lookbook by Hamburg based designer Anna Fuchs with the title 'Road to Hollywood'. While listening to the music of Unkle...

Global Style
Global Style
The globalisation of our society causes the increasing importance of 'tracking'; Isaac Julien's art work 'Ten Thousand Waves' at the 17th Biennale of Sydney...

Women on motorcycles
Women on motorcycles
Fashion by Levi's, Emporio Armani, Dirk Bikkembergs, Burberry, Pandora, Calzedonia; beauty by Clinique; motor by Piaggio...

Most viewed articles in April 2010
- coming soon

Most viewed articles in March 2010

In January 2010, Fashionoffice has announced that the organisation has stopped its investment into the statistical analysis and technical checks* - even with official authorities, for extending its editorial focus especially on young talents and music. But furthermore, we will not hide the results of the statistical data reports to give you an insight into the ranking of the articles with the most views.
*In January 2010, Fashionoffice has finished its researches on statistical data from and about the magazine domains. The result is - in short words - that data from different sources are not replicable. Details about the studies on traffic, keywords etc. delivered by Alexa, Google Analytics and Quantcast are published on

The statistics of the different media Web, Mobile, and Feeds give an insight into user preferences. The Trendletter is not tracked by a statistical tool because it hasn't any slots for the delivery of advertising.

Ranking of the most viewed editorial pages between 27 February - 29 March 2010, data by Google Analytics (the bold fonts signify articles from the last 12 months; the others are from the respective month-year):

Fashionoffice server location The technics of Fashionoffice (,,,,,,, is outsourced to a US hosting provider with data centers in US, Massachusetts.




  1. /flauntmagazine3-2010.php
  2. /springstyle3-2010.php
  3. /slowspeed3-2010.php
  4. /womensjeansstyle3-2010.php
  5. /beachbikerstyle3-2010.php
  6. /beachstyle3-2010.php
  7. /karinsawetz3-2010.php
  8. /skiny3-2010.php
  9. /bikestyle3-2010.php
  10. /martinmargiela3-2010.php
  11. /zazobrull3-2010.php
  12. /mensjeansstyle3-2010.php
  13. /infash9-2009.php
  14. /martinmargiela1-2010.php
  15. /travelpack3-2010.php
  16. /glassesusa5-2009.php
  17. /airfashionshow2-2010.php
  18. /dresscode10-2009.php
  19. /gant3-2010.php
  20. /identityapparel2-2010.php

Ranking of the Fashion Feeds (from 27 Feb to 28 March 2010; data delivered by Feedburner) after views and clicks:


  1. Fashionable "Hercules and Love Affair" …
  2. Feminist music
  3. Short Message 20/2/2010 - Skater Johnny…
  4. Short Message 12/2/2010 - Footballer Zi…
  5. Short Message 29/1/2010 - Valentine's m…
  6. Short Message 6/2/2010 - 'These New Pur…
  7. Short Message 11/2/2010 - User video fo…
  8. Short Message 7/2/2010 - ‘My Name is Li…
  9. Short Message 23/2/2010 - "Alors on sor…
  10. Short Message 4/2/2010 - 'The Sun Ain’t…
  11. Short Message 23/2/2010 - Video premier…
  12. Short Message 25/2/2010 - Fashion video…
  13. Short Message 16/2/2010 - Fashion desig…
  14. Short Message 25/2/2010 - Vintage sampl…
  15. Short Message 16/2/2010 - Live runway s…
  16. Short Message 19/2/2010 - Who are The B…
  17. Short Message 19/2/2010 - Paris, Texas …
  18. Short Message 26/2/2010 - Humorous musi…
  19. Short Message 9/2/2010 - Documentary fr…
  20. Short Message 19/2/2010 - How to seduce…


April 2010
Mar 2010
Feb 2010
Jan 2010
Dec 2009
Nov 2009
Oct 2009
Sept 2009
Aug 2009
July 2009
June 2009
May 2009
Apr 2009
Mar 2009
Feb 2009
Jan 2009

Source: Original article with images on


News from
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November - December 2009
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Sawetz (C) 2008/9/10