These are tough times for fashion bibles. Magazines once the size of phone books are now pamphlet-thin as advertising recedes and consumers decamp to the blogosphere. But there is one glossy publishing sector that is blossoming – branded magazines.
Increasingly, luxury brands are introducing innovative editorial-style brochures and “look books” for their clients. Last month Karl Lagerfeld teamed with Purple Fashion Magazine editor Olivier Zahm to create 31 Rue Cambon, a luscious magazine-style catalogue available to all new customers throughout Chanel stores globally. Denim brand Acne's bi-annual magazine, launched in 2005, includes work by Mario Testino, David Bailey and Tilda Swinton. Yves Saint Laurent continues to publish its “manifesto”– large format “look books” distributed in major cities – and both Cartier and Hermès produce luxurious titles.
Retailers, too, are upping the ante with lifestyle magazines, blogs and e-magazines featuring products alongside entertainment and celebrity features.