According to Bauer Media, Grazia, Bauer Media’s weekly glossy for upscale women, will be the first UK magazine brand to use Google Glass at the event, reporting from the front row and behind the scenes over the five days. Footage, captured by the editorial team, will be uploaded to GraziaDaily.co.uk and the Grazia YouTube account and will be shared across all Grazia owned social channels.
Grazia will be wearing Google Glass at shows from brands including Burberry, Topshop Unique, Mary Katrantzou and Giles.
In addition, Grazia will publish the Big Fashion issue, out on 16th September, featuring advertisers including Prada, Gucci, Giorgio Armani, Louis Vuitton, Dior, Fendi and Kenzo, and new advertisers Paul & Joe, DL 1961 and Aigle. The special issue promises to give readers the full lowdown on New York Fashion Week with extensive backstage insight.
Grazia is also planning online backstage reports and exclusive video interviews across the entire fashion month.
Digital lifestyle brand for 20-something women, The Debrief – www.thedebrief.co.uk - will use Snapchat as part of an exclusive partnership with English fashion designer Henry Holland. The Debrief readers will get exclusive access to behind the scenes content in the build up to the House of Holland show at London Fashion Week. This will include insightful sound bites from Henry’s team, a glimpse inside his studio in the run up to the show and access from backstage. You can follow The Debrief on Snapchat at thedebrief.
Clare Chamberlain, Head of Creative and Brand Solutions, Bauer Media, said: “Our activity with Grazia and The Debrief will deepen reader engagement with our brands and it’s great that Henry Holland shares our vision for reaching our consumers in these unique and ground breaking ways. We know from our research that the Grazia and The Debrief consumers are fascinated by digital developments and social media so the use of Google Glass and Snapchat is the perfect fit. This activity takes our audience closer than ever to experiencing London Fashion Week, making Grazia and The Debrief the go-to places for exclusive content and backstage news.”
