The Grazia team will also produce a special live fashion issue (on sale from September 27) to celebrate the ‘see now, buy now’ concept of this year’s LFW.
From the satellite office on Carnaby, the team will bring readers and shoppers exclusive content including fashion and beauty masterclasses, live trend edits and daily fashion and lifestyle experiences from the 120 brands located in the Carnaby area – all driving footfall to Carnaby and positioning it as the key destination for up-to-date fashion, says Grazia.
The experiential activity will be supported with two print advertorials, digital edition insertions, native stories on Grazia Daily, a social amplification package across the Grazia channels and Carnaby branding on all editorial pre and post promotional activity (in-mag and online) and on all pre-roll videos and trend reports.
Grazia says it will be the only magazine shooting live backstage from LFW capturing the clothes as they come straight off the catwalk for their fashion issue.
Abby Carvosso, Group MD, Bauer Advertising, said: “Working with Carnaby highlights our expertise in building cultural connections on behalf of brands. We connect our readers directly to what is happening at London Fashion Week with our 'see it, buy it now' issue and bring the catwalk experience to life through delivering this content across all Grazia platforms and at Carnaby... Cultural marketing at its best."
Samantha Bain-Mollison, Head of Retail Strategy at Shaftesbury: “We are delighted to partner with Grazia Magazine for the 10th year, and are excited to host the Grazia Live shop on Carnaby. This new concept will allow shoppers to watch the magazine come to life and then be able to shop the trends in our 120 stores. Carnaby is all about offering great product and a unique consumer experience.”
Natasha Pearlman, Editor, Grazia commented: “Grazia is the only glossy magazine able to match the new ‘see now, buy now’ pace of the fashion world. Our Carnaby work and show space will give our readers unparalleled access, not just to the shows but to tutorials and shopping edits from some of the biggest names in the industry. And we will be able to bring them instantly shoppable trends and daily edits straight from the catwalks. This puts Grazia – and our community of readers – at the forefront of London Fashion Week.”
Grazia will be in Carnaby from Friday 16th – Tuesday 20th September 2016 at 56b Carnaby Street, London, W1F 9QF.
