St. Joseph Media’s Fashion magazine has launched a mobile-friendly site just in time for its 35th anniversary, which the title officially feted last week in Toronto.

Estee Lauder sponsors the new mobile site for the first month, Angie McKaig, director, digital lifestyle brands at St. Joseph Media, tells MiC. For now, sponsorship is the only option for clients looking to partner with the site, with IAB Rising Star ad units being added by the first quarter of 2013.

She says the site features swipe-friendly slideshows and a leaner interface. Around 20% of visitors to Fashionmagazine.com come from a mobile device, or about 50 and 55,000 visitors a month, according to numbers from Google Analytics provided by McKaig.