Carat Manchester and TimeInc have collaborated with Simply Be to deliver a media first cover execution
For the first time in the magazine’s history, LOOK, Britain’s best-selling fashion weekly, will be publishing a celebrity free cover and in its place will feature a curvy model; run in partnership with Simply Be.
LOOK is all about making great fashion accessible to women regardless of shape, size or budget and has always heroed the curvy girl. Cover star Ali Tate was actually one of the winners of the ‘Lorraine Kelly and LOOK Curvy Supermodel competition’ back in 2011. In addition to the cover, the partnership extends to the 8 page fashion shoot which features two shots of Ali dressed head to toe in Simply Be and also showcases key pieces from the Simply Be range in another two looks. The fashion features closes with a beautiful Simply Be double page promotion, styled and shot by the LOOK editorial team, and is supported by a cover flashed 20% reader discount.
This is a great example of how our innovative approach to working with our clients and publishers can deliver amazing results.
Polly Wakelin, Simply Be Brand Team said “At Simply Be we are always looking for ways to showcase perfect-fitting fashion and celebrate confident curves so when LOOK Magazine approached us with this unique opportunity to appear on the cover damn right we said yes! We are really excited about this collaboration. LOOK has always pushed the boundaries by showcasing the curvier girl, a viewpoint we share here at Simply Be. Realness in advertising is key because fashion definitely shouldn’t come with a dress size.”
Carat Manchester’s Director, Heidi Kenyon-Smith, said “We are always looking for ways to partner with media owners on campaigns that go above and beyond the norm for our clients and we were delighted that LOOK Magazine were able to deliver this media first for Simply Be.”