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Focus on with editor Gina Dyer

In today’s Focus interview we find out about new fashionable ‘meeting place’ MyStreetChic. Editor Gina Dyer talks us through what’s hot in Bristol, and future ‘Glam Spy’ missions.

About the publication:

Tell us what we can expect from when it launches this month… is a unique, personalised fashion ‘meeting place’ with an interactive, community-facing facility that allows users to see what’s hot in their city, where to buy it and how to wear it. The site will launch with Bristol as its pilot city, before being rolled out to other UK cities.

We’ll offer style tips and fashion advice with the emphasis on allowing each member to create their own look and share their style ideas with like-minded people.

Our editorial features, regional street style galleries, Q&A section and expert advice panel will provide the inspiration, fun and entertainment but it’s the users – real people with real opinions on what looks good – that will make the site so uniquely vibrant.

What stories/subjects are you most interested in covering?
The site will cover the latest trends and how to wear them in line with your body shape/colouring/personal style. We’ll cover both fashion and beauty, but the emphasis will always be on affordable styles that our members can access.

What will make different from the other outlets in your sector?
The strap line for is ‘Love it, Wear it, Share it’. Our localised focus means it’ll offer a very personalised view of where you live and what the styles are in each place. You’ll also be able to access a daily feed of content based on stuff you like. It’s fashion, but your way.

What section of the website are you most excited about?
Our street style section is going to be the most exciting part. We’ll be undertaking regular ‘Glam Spy’ missions across Bristol scouting styles we love, and users will be able to upload their own pictures to our galleries as well. Every week nine lucky Bristolian fashionistas will be selected to appear in our street style heroes competition and the one who receives the most user votes will win a fab prize.

Will you be planning a forward features list? Why? Why not?
We won’t have a forward features list, purely because it’s all driven by what the users want on a daily basis. It means we’ve got the flexibility to move quickly and cover things people want to see in a timely fashion.

About you and freelance journalists:

Will you pay for contributions from freelance journalists?
No, unfortunately we won’t initially. This may change in due course.

About PRs:

Will you work closely with PRs (e.g. for supplements, round tables, events) or do you keep them at arm’s length?
Yes, we will work closely with them. We’ve got some great events planned for our big launch weekend, as well as running weekly competitions and on the ground marketing activities around Bristol, and we’d like to get as many relevant brands involved as possible.

If you could make one change to the way PRs deal with you, what would it be?
Not sure yet – we’re just starting out at this. Ask me in six months’ time!

How should a PR approach you about their client?
They can tweet me (@mystreetchic) or email me

What information/input from PRs is most useful to you?
In the launch phase we’ll be looking for lots of competition prizes and goodie bag products, so anyone who can help with either of these would be most welcome!

Images will also be important to us – we’ll have lots of new trend galleries that need filling up with lovely products, so easily downloadable product shots would be good.

We’d also be happy to be included on their mailing lists so that we receive information about new products and styles.

When is the best time for PRs to contact you & what is your deadline for contributions?
If they’re interested in being involved in any of our launch activities or competitions, they’ll need to contact us as soon as possible, as we’re launching in June.

Otherwise, there aren’t any specific deadlines, since we’re online and can cover things on a rolling basis.

About you:

Describe a typical day at work: What are you editorial duties/responsibilities at the outlet so far?
We’re a small company, so I’ve been involved in every step of the process of creating the site, from conception to design, to creating content and promoting the site. Once the site launches, I’ll be writing and subbing features, hitting the streets to get those street style photos, making sure members get their fashion questions answered and handling all the competitions and marketing of the site. It’s a varied and hands-on role!

What interests you most about your job?
I love hitting the streets and speaking to the girls that we feature in our street style section – they’re stylish, knowledgeable and often really funny. I always come away with thousands of new feature ideas after speaking to them!

Where have you worked previously, and how did you end up in your current position?
I took an interesting route to get here. I’ve worked in B2B magazines, consumer magazines, and as an Editor and content manager for several online business communities. I love working online because it’s so fast paced and the lines of communication between yourself and your readers are more direct. I’m especially excited to be working in fashion and beauty because it’s always been my dream to do this.

Do you Twitter? Why, why not?
Yes, I tweet from @mystreetchic. I love Twitter! It’s a great way of communicating with your audience, as well as with PRs and other journalists. It’s completely changed the way people work together – for the better, in my opinion.

What’s the best advice you’ve been given?
Opinions are like arseholes – everybody’s got one! Listen to them all and then decide for yourself.

What media do you seek out first thing in the morning?
Before I’ve even brushed my teeth I usually check Twitter! After that, the next thing I read is Metro because I’m a commuter and that’s what we all seem to do! Next, I usually go through the deluge of RSS feeds – Vogue, Glamour,, Womens Wear Daily, Elle, Look, Grazia, Company….and so on! My guilty pleasure is!

If you could time travel what time would you go to?
Studio 54 in its heyday. I love that look and I would definitely wear rollerskates.

[img|jpg|Gina Dyer]