Creative marketing techniques and self-promotion campaigning is not traditionally the route taken by fashion magazines, however British publication LOVE has transcended the standard ‘subscribe-and-receive-free-gift-of-notebook-or-ugly-hat’ approach to marketing, in an inspired campaign.
The cover of their forthcoming third issue has been kept tightly under wraps, so to generate buzz (AKA mass titillation) LOVE has been posting a series of teaser covers on their blog to count down the final seven days before the mag hits the news stands. The faux covers, photographed by regular LOVE contributers Mert and Marcus, are fronted by some of the most photogenic women in the world wearing naught but a touch of strategically placed graphic design.
New runway darlings on the block, Lara Stone and Jeneil Williams, have kicked off the kit-off campaign, followed by (in order of appearance) androgynous Nineties icon Kristin McMenamy, Daria Werbowy, Amber Valetta, Natalia Vodianova, and – as of today – Naomi Campbell, so we can only imagine who will face up over the last two days of the countdown. Based on the progression from Stone to Campbell, we’re guessing the only people who can possibly up the excitement stakes are the big guns: Linda, Christy or Kate. Not to mention the (presumably naked) person could possibly be on the ACTUAL cover…
The year old fashion tome – which favours progressive, cutting-edge and artful fashion content (in the same ballpark as Purple and Lula) – is a twice-yearly affair whose previous cover models have been a nearly-nude Beth Ditto and a shirtless youth of no note. With the build up they’ve started with their naked-supermodels campaign, anyone less than a starkers David Bowie AND Iman will disappoint.
The countdown continues…
