New York’s fashion blog The Cut is getting set to expand, and so it is setting its sights high. According to The New York Times, The Cut is set to grow the week of August 13, backed by better coverage of fashion shows and new content overseen by the likes of former Gawker staffer Maureen O’Connor.

The goal? To take on Vogue and Jezebel. Adam Moss, New York’s editor-in-chief, told the Times that The Cut will be ”a high-end fashion magazine with the scrappiness of a blog.”

The Cut’s growth will surely generate more interest from fashion advertisers, who already like New York. The Times reports that fashion advertising rose by 34 percent this year, and beauty product ads increased by a whopping 100 percent.