Elle Australia is set to unleash its digital property a month prior to print, with a roster of international columnists including Richard Nicoll and Antipodium's Geoffrey Finch.
Elle.com.au will launch on August 19, ahead of the eagerly anticipated print release on September 23.
The digital property will include an international columnist series titled 'Elle Talk', which will run content from designers Finch and Nicoll as well as Tine and Luisa from handbag label TL-180 and jewellery designer Pamela Love.
The series will also feature DJ, designer and digital entrepreneur Hannah Bronfman and Australian supermodel Nicole Trunfino.
Elle Australia editor-in-chief Justine Cullen said the decision to launch online is a strategic nod to a "post-digital world".
"We started from scratch with a very clear idea of what we wanted in a site – breaking news, a global feel - and how that would be different to the print version, and how we wanted to the two to work together.
"In the end I think we’ve achieved something rare in a fashion media brand – a website that works by itself, or as a companion to the magazine, and a magazine that includes some very clever digital integration for a richer, more layered print experience."
Digital content will span breaking fashion and celebrity news; visual galleries of fashion, accessories, celebrity style and runway shows; beauty tutorials, tips and tricks; runway coverage; designer profiles; celebrity interviews; runway reports and video.
Publisher Peter Holder said the launch shows a different approach in thinking.
"Traditionally, a magazine would launch and then a website would follow, often replicating everything that has already appeared on the newsstand.
"All our platforms will be different but complementary, and all of it mindful of how women in particular consume media in these enlightened but ever-changing times.
"The Elle editorial team will contribute to all of it, so while the content will vary on each platform, the voice will be the constant."
In May, Cullen told ragtrader.com.au Elle Australia would launch with an unprecedented editorial team of just over 20 staff, with every issue for the first 12 months numbering at over 300 pages.
Key editorial appointments include deputy editor Damien Woolnough and fashion director Nicole Bonython.