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Time Inc, the US publishing giant, is to launch In Style, its

celebrity fashion bible, in the UK.

The magazine, which was launched in the US in 1994, has proved to be the

publishing phenomenon of the late 90s. It has eclipsed the ad sales of

such well-established competitors as Vogue and Harper’s Bazaar to take

top spot for the first quarter of 2000.

Double-digit growth over the past few years has provided it with a 1.3

million circulation, establishing it as Time’s most successful

title.

It is not known who will head the UK edition, but the magazine is likely

to follow the successful formula of broad celebrity coverage and

features deconstructing the ’look’ of the rich and famous.

In Style’s focus on fashion could bring it into competition with style

titles such as Nova, while its celebrity coverage could see it competing

with OK! and Hello!.

Time has already launched Australian and German editions of In Style and

has plans to launch an internet portal for the brand. No UK launch date

has been set.

Ann Jackson, In Style’s group publisher, said: ’The UK market is

important to our strategy and we look forward to doing business there.’