Are Media’s ELLE Australia is marking its one-year print anniversary with a multi-platform content rollout, reinforcing its positioning as a luxury omnichannel brand for Gen Z and millennial women.
Under the leadership of new editor Jessica Bailey, the March edition is accompanied by digital expansions, including exclusive video content and a refreshed luxury online presence on ELLE.com.au.
The latest issue features Australian actor Alycia Debnam-Carey on the cover, with five behind-the-scenes videos from the shoot set to launch alongside the print release.
ELLE Australia is also set to introduce a range of new initiatives throughout the year, including the ELLE Next Gen Awards, styling masterclasses, and the return of its top-rated podcast What The ELLE. A new fertility-focused podcast, backed by Elevit, is also slated for launch this week.
ELLE Australia editor Jessica Bailey
With its 220-page anniversary edition featuring a strong lineup of luxury advertisers and high-fashion content, ELLE Australia continues to grow its presence in the premium fashion and lifestyle space, leveraging both print and digital to engage its audience.
Of the expansion, Bailey said: “ELLE has a truly unique ability to connect with young women. Part of that is spotlighting the next generation of Australian talent before they hit the zeitgeist, hence the choice of Alycia as our cover star.
“The return of ELLE in print last year was the most exciting relaunch in media. While this year is about keeping that momentum, we will also be upping the pace across all platforms.
“Video content is central to ELLE Australia’s strategy to engage its younger audience. The brand has produced five cover ‘films’, including a behind-the-scenes ‘Making of the cover shoot’ showcasing South Australia’s Lake Gairdner salt flats. The videos will be featured across ELLE’s digital platforms and refreshed YouTube channel,” she said.
ELLE now reaches over 1.5 million consumers across digital, social, and print, with its web audience – measured by Ipsos Iris – accounting for 308,000 of those touchpoints. As the brand looks ahead, it is set to further expand its presence with a focus on digital innovation, off-platform content, and audience engagement.
Are Media’s general manager of luxury, Nicky Briger, said the March issue and its digital extensions represent the next phase of ELLE Australia’s evolution. She highlighted plans to build on this momentum in 2025, particularly through digital initiatives, podcasts, and live events. ELLE Australia is part of Are Media’s luxury portfolio, which also includes marie claire, Gourmet Traveller, BEAUTY/crew, Beauty Heaven, and Girlfriend.