This past week Marie Claire launched it’s free pop-up magazine, Branché. Branché, which is French for “clued-in” is a 40-page magazine comprised of 20 ad pages and 20 editorial pages.
The magazine’s first cover girl is “It” girl, Alexa Chung. As opposed to featuring luxury items, the one fashion editorial features fast fashion items from Zara and H&M making it relatable to the target audience. The publication is also an insider’s guide to New York City’s style, culture, nightlife, and food. Editor in Chief of Marie Claire, Anne Fulenwider “see[s] this as a younger sister of Marie Claire.”
Branché is free thanks to advertisers such as H&M, Guess, Macy’s, and Guiseppe Zanotti. Hearst is using street teams to hand out the limited 30,000 copies throughout New York City neighborhoods such as SoHo, Times Square, and Williamsburg, for five days. This won’t be the last of Branché as Marie Claire is planning another issue to be released in the fall.
By: Julianne Bagley
Photo Credit: Fashionista.com