Vogue publisher Condé Nast will this week relaunch its flagship website, Vogue.co.uk, with a radical revamp to suit the iPhone and iPad age while also making the web pages look more like a magazine.
Condé Nast said the key was to ensure "it looks good on the small screens of tablet devices, on the largest of desktop monitors, and all sizes in between".
Vogue.co.uk, which has 1.3 million visitors a month, will now be "device sensitive" and recognise the size of a user's smartphone or tablet to give the "optimum viewing experience".
The publisher said this would benefit advertisers, as they will be able to create "fully responsive ads, which react to different screen sizes".
Vogue's editor, Alexandra Shulman, said: "The redesigned site offers the Vogue.co.uk user an experience which is closer to that of the print magazine."
Vogue has a print circulation of 205,000, but sales fell 2.7 per cent in the past year and Condé Nast, which also owns Vanity Fair and Tatler, is keen to grow its digital operations.
The US fashion designer Ralph Lauren is the lead sponsor of the relaunched site.