VFiles, a social media site focused on style and fashion, launched recently after a month of beta testing. The site was created by Julie Anne Quay, previous executive editor at V magazine. V is a strategic partner in the site. According to WWD.com, Quay and her team work in an office on Mercer Street in Manhattan. The site includes an online vault of issues of Visionaire, V, VMan, Project X, and Stop magazines. Users will eventually be able to upload their own multimedia files, and Quay expects the site to one day be 90% generated by users.
The main concentration of the site is on VFiles, which are online folders that users create for multimedia items, which are then searchable by tags. Users can search through various VFiles and tags to find things that interest them. In October, a partner site is set to launch in China which is being overseen by Bentham Liu, a media entrepreneur who helped launch editions of Vogue and Elle in China and Taiwan. The VFiles site also includes original video series, like TMI, Etreme Fashion Week, and others. Additionally, there is an e-commerce shop that sells collaboration products. Currently, there is no paid advertising on the site, but VFiles plans to create showcases for the brands on their site to showcase revenue.