Italian cult magazine GRAZIA will launch in Australia as a robust digital pure-play with an original content offering geared to engage consumers.
The disruptive approach to publishing is being led by Marne Schwartz, Nicole Keats Torrance and investor Peter Howarth.
GRAZIA.com.au will launch a streamlined and flat editorial structure with digital natives steering key pillars of luxury and high street fashion, beauty, culture and entertainment.
Influencers join the experienced editorial team as Market Editors with a cumulative audience in excess of 10 million followers. Chief operations officer Torrance said: “GRAZIA returns to the Australian market as a cult fashion title with a strong new business model that reflects the technology savvy media world we live in.
“The launch phase will target digital consumers in innovative forums with over 110,000 brand subscribers targeted. GRAZIA will become the number one women’s platform for style driving consumer engagement in our market.”
General manager Schwartz has secured GRAZIA as the official media partner of Mercedes-Benz Fashion Week Australia. GRAZIA will be covering Fashion Week in multilingual video and social formats on behalf of IMG Fashion delivering global content to media, buyers and influencers.
Schwartz said: “It is a testament to our modern approach to content design and data capabilities that IMG Fashion has chosen to partner with GRAZIA for this kind of international coverage – an Australian first. This partnership will allow us to immediately re-join an international fashion conversation delivering relevant and targeted content to readers.”