The New York Times’ T Magazine Flows

A.MA.ZING.

Not only reputable in bringing some pretty compelling articles on Fashion, The New York Times have acknowledged and expanded their style section into the newly baptized “T“.

On the front cover: Natalie Portman

Combining the classic New York Times design with a serif font for text, and using the bold gothic lettering as its logo, T renders the online experience a little sassier than most online fashion magazines. It doesn’t use flipping pages, nor does it compact information in several columns, but flows horizontally echoing the scrolling headline ticker (!!) of their new blog “The Moment” on the bottom .

Ads are effectively placed where they are dominant as the single ad on the page you’re reading, like a full page ad in a magazine. This allows us to keep reading the article without being overwhelmed by a barrage of ads flanked left and right, in different sizes and disruptive of the reading flow.

Editorial photoshoots are transformed into a slide show, scrolling by hovering over the arrow on the right or left of the screen.

What’s fun about T Magazine is that each article is an experience in itself. The articles aren’t just confined to horizontal scrolling, some allow vertical, some allow viewings in all directions. Instead of telling you what you should be looking at, T lets you choose. You’re in control of what you want to read, how you want to read it and how fast. My biggest (and perhaps envious) pro of this site is the scrolling news ticker. Who doesn’t want to see constant headlines about fashion? I mean come on! It’s brilliant!

“The Moment” has earned a spot in the RSS Feed section. Enjoy and do check out the site!