Gorkana catches up with , Cosmo’s fashion and style director, a week after the launch of new standalone title Cosmopolitan FASHION, on why it isn’t the archetypal fashion magazine.
Firstly, tell us about your role at Cosmo.
I’m the fashion and style director here at Cosmopolitan, which basically means I oversee the content of our fashion pages, ensuring we create a realistic balance between what’s presented on the catwalks and what’s reflected upon our fashion pages. I also work with the beauty team to create images for the more lifestyle-orientated beauty features.
Day to day, myself and my team create social content for Instagram, Twitter and our website, alongside the nitty gritty of producing editorial, meeting PRs and planning forthcoming shoots.
What’s the thinking behind Cosmopolitan FASHION?
We’re really excited about Cosmopolitan FASHION as it gives us an opportunity to showcase what we do best in a unique environment. It showcases the trends, but in an accessible, dip in, dip out sort of way. We aim to offer fashion to all budgets, lifestyles, shapes and sizes and to make fashion feel inclusive and fun, whilst still feeling glossy and aspirational. We want it to be the glossy one stop shop for Cosmo girls.
What makes it different from other fashion mags on the newsstands?
As above, I think Cosmopolitan FASHION will stand out because it isn’t the archetypal fashion magazine full to bursting with unaffordable fashion. It’s glossy and gorgeous but you’ll find Miss Selfridge and you’ll find Mulberry. It’s realistic. We’ve also tried to make it informative without being patronising, fun without being silly and not obsessed with celebrity culture as inspiration for a way to dress. Our girls can make their own minds up.
The first issue came out on September 18 – how has it been received?
The magazine has been really well received with lots of positive emails, calls and tweets from both the readers, press offices and ad agencies. People like the luxe feel, the larger size and seeing Cosmo fashion showcased like this. I’m hoping it shows the industry just how our girl likes to consume her fashion…a large helping of luxe fashion inspiration, big dollop of product with some giggles along the way.
Cosmopolitan FASHION is 35% larger in format than the monthly magazine, what sort of content does it feature?
Trends, must-have designer buys, hero high street fashion features, trend pieces for curvier girls, think piece from funny man Danny Wallace, how to…features, lots of shopping, comment, an interview with Gaelle Paul, stylist to Adele….
How much will PRs be able to help with content?
PRs are our go-to for suitable stories and of course product. Now that the first issue has landed we will then evolve and delve deeper for great content and exciting exclusives…
Which parts of the magazine can PRs help with most?
Mostly samples, but exclusives and great Cosmopolitan FASHION friendly ideas are gratefully received…
What tips do you have for PRs wanting to pitch an idea?
We just rely on the normal channels of email (we tend to get besieged with a lot of ideas that are just way off track) – great product, new launches, interesting collaborations and link ups that are totally Cosmo worthy.
How do you want PRs to make contact?
Via email is great: firstname.lastname@example.org.
This is the fifth stand alone magazine to come from Cosmo, following in the footsteps of Cosmopolitan BEAUTY, Cosmopolitan BODY and others. What’s next?
You’ll have to ask the Boss….Louise Court 😉
Shelly was talking to Gorkana’s Richard O’Donnell