Jane Pratt, ex-editor-in-chief of Sassy, the magazine bible of disaffected teenage girls for a brief stint in the 1990s, is launching a new website. The original name was JanePratt.com, which some found a tough sell, because Pratt is no longer a huge brand name in the media.

So her new website name, reports Zeke Turner at WWD, will be xoJane.com. How sweet.

WWD also runs down the list of hires at xoJane.com, which include Christina Kelly, the editor-in-chief of ELLEgirl, as an “official contributor,” Laia Garcia, who runs the blog Geometric Sleep, as lead fashion blogger, and onetime “America’s Next Top Model” judge Eric Nicholson as the site’s fashion director at large. They will join the two full-time staffers, managing editor Emily McCombs and beauty editor Cat Marnell.