Glamour magazine is celebrating its 15th anniversary with a strategic shift in recognition of its readers’ evolving lives, enhancing the ways in which the brand continues to engage with its growing audience. The magazine itself will become larger in format, recognising the print experience is now regarded as more luxurious and indulgent, most likely to be consumed at home. Not only will the size increase, but the paper stock will be enhanced both in weight and brilliance, amplifying the showcase for Glamour’s roster of photographers, stylists and illustrators. This will ensure the print medium and experience is maximised. Together with the change in size of the print edition comes a step-change in editorial strategy, defined by and crafted for the platform the content appears on. So in the case of print, the fashion editorial will have greater standout, becoming ever more immersive with the photography being given the space to breathe, while the features will flourish in a new layout. Fashion Director Natalie Hartley is working closely with the new Glamour design team, lead by Art Director Lisa Rahman, taking the print title in a more sophisticated direction, as conceptualised by Jo Elvin. Glamour.com is migrating to a new, mobile first platform, better suited to serving its smartphone dominated audience on the move, ensuring the Glamour brand is the first choice in the busy ‘always on’ lifestyle of its audience seeking up to the minute fashion and beauty inspiration and celebrity news. The Glamour social media strategy has had similar rigorous focus, following the principle editorial approach that the content must be created specifically for the individual platform on which it sits. The new Glamour brand strategy will debut in January 2017, and with the February 2017 issue, on sale from January 5.

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