Geek or Chic? StyleHive Buys Style Diary

Think the Web is just for technology geeks? The online fashion business is heating up, with one indicator being StyleHive's acquisition of StyleDiary.

The Internet is often considered the refuge of fashion-challenged types who spend their time peering into pixels rather than risk exposure to daylight or (gasp!) actual human interaction, but the simple fact is that folks and indsutries who aren’t normally known for their computer prowess are wholeheartedly embracing the Web—and they’re bringing their business with them. One example is the fashion industry, where we note with some pride that the fashion-oriented social shopping site StyleHive has acquired StyleDiary, a fashion media site with original editorial content, user blogs, and a vast collection of lookbooks.

StyleDiary was founded (and run!) by DigitalTrends contributor Patricia Handshielgel, who will join Style Diary as their west coast bureau chief. Terms of the acquisition weren’t disclosed. Eventually, Style Hive and Style Diary will share login credentials; in the meantime, folks will need to sign up with both sites to keep up with Patricia’s coast-hopping, celebrity-interviewing, and diary cool trend-setting looks…and maybe contribute a few shopping tips of their own. (But trust us: that eight year old Doom t-shirt is not going to be "in" again.)