FASHION Magazine partners with Joe Fresh on a first-to-market “peel-to-reveal” cover
FASHION Magazine and Joe Fresh have collaborated to debut a unique “peel-to-reveal” cover for the Summer 2017 issue of FASHION. A FASHION-first, and a Canadian market first, this cover marks the second collaboration between the two brands, and the second interactive cover execution from FASHION this year.
The collectible issue features the special cover plus an eight-page #FASHIONxJoeFresh fashion feature that follows Canadian model Heather Marks through the streets of Mexico City, and showcases the Joe Fresh summer collection shot in a high impact editorial style.
“We’re thrilled to partner with Joe Fresh on another cover execution and a high-quality editorial integration. The clean and contemporary look and feel of the issue is synonymous with the Joe Fresh brand and the peel-to-reveal cover adds a layer of intrigue and interactivity to the consumer experience,” said Jacqueline Loch, VP & Group Publisher, Women’s Brands at St. Joseph Media.
In addition to the issue’s unique cover feature execution, the Summer 2017 book will also include a 13-page men’s style supplement, an interview with supermodel Cara Delevigne, and a Chanel ad scent seal on the outside back cover. This is FASHION’s second interactive print cover following the April 2017 mix-and-match “flip book” cover featuring supermodel Coco Rocha that earned an unprecedented 104 million media impressions in 15 days.
“Our dream was to shoot this cover at Cuadra San Cristóbal, an equestrian estate outside Mexico City that was built by the famous Mexican architect, Luis Barragán,” said Noreen Flanagan, Editor-in-Chief of FASHION Magazine. “The setting—with its bright pink and orange walls and its simple, modern lines—perfectly complemented the styling and mood for the shoot. We also wanted the cover to be unexpected. Instead of a typical model shot, we aimed to create a dreamy scene that piqued our readers’ curiosity to interact with the image. FASHION is about more than clothes; our editorial goal is to inspire fashionable lives.”
The Summer 2017 issue of FASHION Magazine features photography by Javier Lovera and styling by George Antonopoulos. The print edition of FASHION’s Summer issue hits newsstands in Canada on May 15, 2017 and at select Barnes & Noble locations in the U.S. on May 30, 2017. For the full story and behind-the-scenes content from the Summer 2017 issue, please visit fashionmagazine.com.