Created by Stories, the dedicated branded content division, this campaign celebrates storytelling, one of the most ancient art forms in our culture, placing it at the heart of a larger narrative to resonate with its target audience in the most meaningful way, says Condé Nast.
Telling the true tales behind some of the best fashion designers with childrenswear collections, in mini-graphic-novel style and with the beautiful visual quality of children’s book illustrations – calling to mind the current resurgence of fashion illustration in mainstream coverage – these potted histories will be told in a simplified form, while keeping adults engagement very much in mind. The campaign was inspired by a quote from CS Lewis: “A children’s story that can only be enjoyed by children is not a good children’s story in the slightest.”
Designers featured include Karl Lagerfeld (Kids), illustrated by Tarout, which will run on Vogue; Armani (Junior), illustrated by Luke Scriven which will run on Tatler; and Paul Smith (Junior), illustrated by Mark Thomas which will run on GQ.
Targeting a readership engaging with parent-focused editorial on Mini Vogue, Totler and GQDads, these original and exclusive stories sited within these sections on the Vogue, Tatler and GQ sites respectively each link through to the relevant designer’s shopping page on Childrensalon.
Childrensalon’s own story, illustrated by Dawn Austin Dolls has also gone live on Childrensalon.com.
Michele Harriman-Smith, CEO of Childrensalon adds, “Childrensalon is proud of its collaboration with Condé Nast and has thoroughly enjoyed working with the creative teams there as well as with the beautiful brands that have been illustrated. We cannot be more pleased with the Fashion Fairytales and are thrilled to share these fun, witty and enjoyable short stories.”
Fashion Fairytales will be supported across the Vogue, GQ and Tatler social media platforms including Instagram, Twitter and Facebook: #fashionfairytales.
Links / further reading: To see the full Fashion Fairytales go to:
www.vogue.co.uk/article/karl-lagerfeld-fashions-greatest-fairytale
www.gq-magazine.co.uk/article/paul-smith-life-story-rabbits
