Its new look and editorial focus will bring its assets – a glossy Sunday magazine, a section in The Sun daily newspaper, a channel on The Sun’s website and growing social channels – closer together.
Rachel Shields, who was appointed to the new role of Assistant Editor, The Sun with overall responsibility for the Fabulous brand in December 2019, said: “At Fabulous we want to reflect every facet of modern women’s complicated lives, with a mix of inspirational, authentic and relatable content.
“We reach women of all ages and demographics, across a range of platforms, across the UK. The foundations of our brand are five key editorial pillars: fashion, health, family, beauty and homes. These are underpinned by our roster of incredible Fabulous talent and experts who will work across every touchpoint, to tackle topics in a way that resonates with our audiences.”
According to the publishers, the refresh creates a fully integrated cross-platform brand experience for Fabulous, allowing the millions of women who turn to Fabulous for news, entertainment and inspiration to access the brand more easily and more often. It also creates new and integrated opportunities for commercial partners to speak to those audiences.
In terms of design, a new logo will complement a new font, a pastel colour scheme and new graphic devices used across all touchpoints.
The paper’s Fab Daily has been redesigned with a premium magazine layout, and will have daily themes, which create an appointment-to-read for its audience and gives advertisers the agility to activate media in the week, against contextually relevant content.
The brand will expand a number of current franchises across all platforms, including Bossing It, which celebrates and supports ordinary women achieving impressive things in their careers, and is fronted by Karren Brady CBE. Along with new series, Fab Labs, which will see beauty editors test beauty products, Bossing It will launch in video format on a new Fabulous YouTube channel.
The brand will also increase its focus on fashion, with a celebrity fashion Instagram account, and a new Friday fashion section in the daily paper.
Challenge the Stylist – a magazine feature, answering readers’ wardrobe dilemmas – will also move across all platforms, led by Fabulous fashion director Tracey Lea Sayer. Her team of stylists, including Nana Acheampong, will feature regularly in the paper and online.
A new regular Green with Envy feature will also highlight eco friendly products, and ways to make do and mend to reduce readers’ environmental impact.
Rachel Shields commented: “The brand will bring the UK’s women together to work for positive change, and we will be introducing more campaigns to champion the causes closest to our readers’ hearts.”