Joe Fresh has partnered with Flare on a media program to promote a capsule apparel collection set to adorn the cover of the fashion magazine’s September issue.
The ‘unzip-able’ over cover (click to enlarge)
Subscriber copies will feature a special over cover that readers will need to “unzip” to reveal the full cover design, which features supermodel Karlie Kloss — arguably the biggest model in the world — in the Joe Fresh duds. The inside flaps of the gatefold will carry Joe Fresh ads.
Inside the issue, the six-piece collection will appear as part of the issue’s “Future of Fashion” theme, primarily as a four-page feature about Joe Fresh, with a behind-the-scenes photo essay about the Kloss fashion shoot and a spread on the collection as well.
“Throughout the issue, we explore the newsmakers — from designers and models to bloggers and brands — that will be shaping the fashion industry in the months and years to come,” said Flare‘s editor-in-chief Cameron Williamson. “Joe Fresh’s global expansion plans definitely make them a brand we want to turn our lens on, particularly since they are a Canadian-owned company.”
Williamson told Marketing the team-up began as an informal conversation with the retailer’s senior director of global communications, Kari Talley, and Alixe Boyer, senior vice-president of brand development.
“We have a longstanding relationship with Flare,” Boyer told Marketing. “When Cameron joined, we began a dialogue on how to expand our partnership both online and offline. A collaborative capsule for the Future of Fashion issue was a natural alignment.”
From there, it became mostly editorially driven. While Joe Fresh is a regular advertiser, content in the editorial sections and the cover were handled exclusively by the editorial team — including the selection of Kloss as the cover model, “though obviously it took a while to get Karlie Kloss confirmed; she is the biggest model in the world at the moment.”
The result would become the brand’s first design partnership with a magazine. “We believe a fashionable and affordable selection of essential fall designs would be an exciting and compelling concept for Flare’s readers and our customers,” Boyer said.
Flare is owned by Rogers, which has leveraged its other media properties to support the capsule collection. The Rogers’ owned City network will feature the collection on programs such as BT and CityLine. Further engagement will be driven through digital channels and via the #joefreshxflare hashtag. Online audiences will be directed to both Flare.com and Joe Fresh’s dedicated online hub at JoeFresh.ca/Flare.
The full September cover
Flare has worked with fashion retailers on similar projects before (most recently with Hudson’s Bay), but Williamson said this is likely the largest partnership since being named editor in January 2014.
“Joe Fresh is a huge supporter of the magazine,” Williamson said. “So coming together to work on a fall capsule collection and a unique cover execution was the logical next step in terms of building our relationship.”
On Sept. 9, the collection will be unveiled at a VIP event at Joe Fresh’s flagship Toronto location. Co-hosted by both brands, it will feature a panel discussion on the magazine’s “Future of Fashion” concept.
Marketing and MarketingMag.ca are also owned by Rogers.
