One month before the first issue of magazine Elle Australia goes on sale its publishers have hit ‘go’ on its website.
The decision to launch the website first was designed to secure Elle as a “truly integrated multi-channel fashion authority”, editor in chief Justine Cullen said.
“The great advantage of ELLE Australia’s dynamic website comes down to timing – we’re launching in a post-digital world and have been able to strategise accordingly.
“I believe we’ve achieved something rare in a fashion-media brand – a website that works by itself, or as a companion to the magazine, and a magazine that includes some very clever digital integration for a richer, more layered print experience.”
Bauer Media Group, Hearst Magazines International and Lagardere Active’s Elle Australia magazine will hit stands on September 23.
The website features a design that responds to multiple screens, regularly updated fashion and beauty news as well as celebrity interviews, runway reports, videos, galleries, tutorials and designer profiles.
The hashtag #Elleaus has been launched to encourage interaction with the brand.