Elle celebrates 30 years with their September issue featuring Keira Knightley on the cover. The actress also happens to be 30 years old. To complete the celebration the magazine will be having a party in Paris sometime in October.
Knightley was shot by Paola Kudacki for the special shoot. They used the 10th-century Benedictine abbey in Avignon, France for their various different themes, such as accessories, American fashion and French fashion.
And to add to the 30 theme, photographer Max Vadukul helped create a 30-page portfolio of designers with their muses. Just some of the features include Giorgio Armani with Karolina Kurkova, Proenza Schouler designers Lazaro Hernandez and Jack McCollough with Chloë Sevigny and Calvin Klein’s Francisco Costa with Olympia Scarry.
Editor in chief Robbie Myers, who has worked for the company for 15 years, has been developing the idea for a portfolio with creative director Alex Gonzalez for some time now.
Senior vice president, publisher and chief revenue officer Kevin O’Malley is very pleased with the September issue and gives props to his co-workers.
“This is the largest issue that Elle and/or Hearst has ever published. I want to give kudos to Robbie Myers and her team. It’s not just the largest issue; it’s good content,” O’Malley said.
O’Malley never revealed how many pages the issue will have but he did reveal who grabbed advertising spots for their big anniversary. Louis Vuitton got the biggest spot with both a gatefold ad and single page ads. Coach also has a big chunk with a 32-page outsert. Other fashion brands with ads include Dior, Givenchy, Gucci, Balenciaga, Hermès, Saint Laurent, Calvin Klein and Tommy Hilfiger, as well as beauty brands Cover Girl and Olay.
O’Malley determined that the September issue will bring in the highest revenue for a month yet for elle.com because this will be the first month ads will also be digital. It is projected that the magazine’s website will have a 25 percent increase in revenue.
Elle US will be going back to its roots and partying it up with big sister Elle France, who will be turning 70 this year. The party is set on October 6 at U.S. Ambassador to France Jane Hartley’s residence in Paris. The date of the party may be set already, but the guestlist is still in the works, so maybe you can snatch a spot! According to O’Malley it will include all the “who’s who.” The party will also be happening at the same time of Paris Fashion Week.
Though Elle US and France are owned by different publications, it is nice to see them come together despite the odds. Hearst currently owns 15 editions of Elle, while Elle France is still owned by the French publisher Lagardère. It is rumored though that Hearst is trying really hard to own the French mag as well.
“I still work with Elle France on global buys and lots of other collaborations,” O’Malley tells WWD. “It speaks to the power of the [Elle] network. There are a lot of mutually beneficial reasons to work together.”
The issue hit stands August 18 and with the help of the magazine’s partnership with ShopAdvisor you will know just where to look to find a copy. The app will alert app users on their phone when there is a Barnes & Noble close by that sells the issue.
Photo Gallery via Elle/Paola Kudacki