Time Inc.'s Re-brands StyleWatch as PeopleStyle Alexandra Steigrad Time Inc. is clarifying its mass fashion titles, StyleWatch and People's style vertical under the PeopleStyle brand. The combination of the two properties clarifies what many in the market deemed confusing, as both entities serve a similar reader and have similar names. Time Inc. told WWD that StyleWatch editor in chief Bethany Heitman and People beauty and style director Andrea Lavinthal will lead PeopleStyle. Both editors will report to People editor in chief Jess Cagle, who also serves as editorial director of the style & entertainment group at Time Inc. (Before, StyleWatch had fallen under the purview of InStyle.) As part of the combination, StyleWatch will reduce its frequency from 11 times a year to eight, and focus on shopping-driven seasons such as back-to-school, as well as celebrity-driven events such as the Emmys. Re-branding the titles also allows the magazine's print staff to work closely with the digital and weekly print team from People. Consumers of StyleWatch will notice the change in September when the magazine is relaunched as PeopleStyle. In the meantime, Lavinthal and Heitman are in the process of collaborating on their vision for the unified brand. This includes sharing editorial calendars and some staffers. There's been no word on how the changes will
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