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Media/publishing touts relaunch in first advertising campaign

September 22, 2016 advertising campaign advertising campaign


Condé Nast’s newly launched ecommerce platform is making its advertising debut in the pages of British Vogue and GQ., once an online fashion publication in the Condé Nast stable, has been rebranded as a luxury shopping experience that enables readers to peruse and buy curated merchandise selected by magazine editors. Now that has launched in the United Kingdom, the media company is getting the word out through the pages of two of its fashion-centric titles.

Content meets commerce launched in early September in the U.K., with additional premieres in markets including Europe and the United States slated for later this year. Presently, consumers can shop edits from British Vogue and GQ editors on either or the respective magazines’ Web sites via a shopping layer.

With the new ecommerce platform, Condé Nast readers will be able to scan items in the print magazines with their devices to make a purchase, shortening the path between editorial and commerce. In addition to fashion, will sell upmarket beauty, travel services and technology. is meant to reach the 300-million strong readership of the company’s 140 magazines and more than 120 Web sites as well as an extended audience (see story).

The ecommerce platform is defining its editorial positioning through ads running in the November issues of the British editions of Vogue and GQ. The team took runway and product imagery and formed a kaleidoscopic collage peppered with shopping icons.

Alongside the imagery is the tagline, “Own the inspiration.” Advertising Campaign - Vogue UK advertising campaign

“The campaign evolved from the same place as our fashion vision - we wanted to visually represent the feeling of being pulled into a kaleidoscopic world of beautiful clothes and accessories, presented in unexpected, enticing ways,” said Jane Gorley, creative director of, in a brand statement. “It’s psychedelic but still familiar, and will draw people in to explore the wonderful world of the new”

Adding a playful touch, the ads in British Vogue feature reusable stickers. Developed by alongside the Vogue team, this marks the first time British Vogue has run a sticker campaign.