We’ve been waiting for Jane Pratt’s new project since last November (back when all we knew about it was that it involved Tavi and would be web-based), so today’s launch is kind of like an early-90s nostalgia-themed early Christmas present. Yes, that was a mouthful, but so is xoJane.com.
First things first, Tavi doesn’t actually have anything to do with xoJane.com. Instead, she’s working on a teen-focused site which will launch (hopefully) later this year. Which means xoJane.com is loosely targeted to women familiar with Pratt’s former brands (Jane and Sassy). This can also be read as Women Older Than Teenagers. Pratt herself bills the site as a place “where women go when they are being selfish, and where their selfishness is applauded. This is not the place to find out how to please your husband, mom, kids or boss. This is the place to indulge in what makes you feel good.”
It’s full of lots of Jane and Sassy-esque features like “I’ll Try Anything Once” and “It Happened To Me”, plus a few newer ones like our personal favorite: “Inside Jane’s Phone”, in which the (edited) happenings (think text messages, videos, and screenshots of emails) on Jane’s phone get posted directly to the website. (One assumes she’s been granted pre-approval to post from those in her contact list.)
The content, unsurprisingly, skews heavily personal — most of Pratt’s posts are short, pithy overshares interspersed with longer essay-esque pieces — and all the headlines lead with a byline, a nice throwback to her previous publications’ focus on the writers and editors on staff. And overall, the content is great. The advice columns are (or at least seem) genuine and useful, the opinions are funny, and most of the pieces speak to what is presumably her target audience of twenty- and thirty-something women who miss Jane.
The only issue we have is with the design — it’s a little hard to know where to find all the awesome content — but we highly recommend you take a mosey on over and see for yourself. Especially noteworthy: the site launched today with a huge fashion editorial and Q&A featuring the likes of Carol Alt, David Arquette, Helena Christensen, Isaac Mizrahi, Liu Wen, and Philip Crangi. Let’s hope there’s more where that came from.