Yahoo tries to get more fashionable by acquiring Polyvore

Yahoo is looking to be more fashion-forward.

The tech giant has has announced plans to buy community-driven social commerce website Polyvore.

Combined, Yahoo said Polyvore will power native shopping ads that drive traffic and sales to retailers. With over 20 million unique monthly visitors, Polyvore will accelerate Yahoo’s Mavens growth strategy (mobile, video, native, social) through its offerings in social, native, and mobile.

On Polyvore, users put together sets of clothing, accessories, and lifestyle goods that express their love for style and shopping in a compelling, digital, social setting. In addition to natural integrations with Yahoo Style and Yahoo Beauty.

Polyvore’s community-powered content is curated and actionable for shoppers, will enhance the full portfolio of Yahoo’s digital magazines and verticals.

When it comes to advertising, Polyvore’s technology will bring a proven native ad model, new compelling native ad formats, and strong advertising relationships with more than 350 retailers to Yahoo’s fast-growing native advertising platform, Yahoo Gemini.

“The combination of Yahoo’s industry-leading digital content with Polyvore’s expertise in community and commerce has outstanding potential. We are thrilled to have the Polyvore team join us.” said Simon Khalaf, Yahoo’s SVP of publisher products.

Following the closing of the acquisition, Polyvore products and services will continue to operate.

Polyvore started out in 2007 as the brainchild of 3 ex-Yahoo engineers, Jianing Hu, Guangwei Yuan and Pasha Sadri.