Condé Nast, publishers of Vogue, Vanity Fair, Glamour, Allure, Epicurious and Style.com, are using the community to offer readers the chance to voice their opinions via forums, contests and polls in exchange for rewards such as Sephora gift cards and tote bags.

Participants may also get an opportunity to influence projects the publisher is working on or to write weekly blog posts from Style Society looking at trends and tips from their favourite magazines and websites. These would be used as advertorials for the brands.