My favourite feature of the Worn Fashion Journal website is its strong original content. Worn is an alternative fashion magazine that doesn’t report on trends or tell its readers what to wear, but approaches style from a personal, historical, academic, and cultural perspective. Instead of posting pictures of the new fall line-up, Worn might offer insights on the origins of a particular fabric, or a personal essay on one woman’s relationship with coloured tights. Worn’s nine issues (it’s only been around since 2005) are designed to be collectors’ items, as relevant ten years from now as they are today.
The uniqueness of its content is Worn‘s greatest strength, and that strength is reflected online. The magazine’s simple WordPress-powered site is displayed blog-style, with a single column feed of content on the main page. The content falls into four categories:
- Fashion Book Reviews, featuring books on such compelling topics as superhero costumes
- Worn Crushes, profiles of people or groups admired by Worn for their fashion savvy
- Coco’s blog, the “Fashion Right Now” blog of managing editor Gwen Stegelmann’s alter ego, Coco Buck
- The Worn blog, a catch-all for anything Worn deems newsworthy.
The site has recently featured a tribute to the enviable style of Mary Lennox, the child protagonist of the 1993 film version of The Secret Garden, an account of Coco’s personal battle with a pair of pleather pants, and a fashion “crush” profile on a Montreal band called Nightwood.
The content from all four categories is run together on the single main page feed, but can also be accessed by individual links on the left hand side of the page. There are no category headings for content at the top of the page, but there is a tag cloud on the right hand side of the page. While the content could be arranged differently, should be SEO-optimized, and would benefit from some editing (except Coco’s blog, which is always beautifully written), it is engaging, original and speaks directly to the intended Worn reader.