Elle week: Mag moves to Twitter HQ for behind-the-scenes look, Supermodel Elle arrives
Bauer’s Elle magazine is taking over Twitter’s Australian offices, offering consumers a behind-the-scenes look at how one of the world’s most iconic women’s magazines is produced. And in a world-first initiative Elle will also give visitors the opportunity to help direct its content.
From today Elle‘s editorial team will pack up their fashion racks and relocate from Bauer Media’s Park St Sydney offices to TwitterAU HQ. For a week, Elle, in partnership with TwitterAU, will provide a real-time perspective on how the magazine is produced through video and live feeds pushed out on the social media platform.
As part of the activation, there will be a week of reader events and a private dinner for advertisers featuring Australian supermodel Elle Macpherson and leading French fashion photographer and former international creative director for Elle, Gilles Bensimon.
Brand partners for the takeover include Moët & Chandon, Benefit, Lululemon and Nike who will be activating a series of reader events and initiatives during the takeover week.
Justine Cullen, editor-in-chief of Elle, said: “We are so delighted that Elle Macpherson and Gilles Bensimon – two very important characters in the history of the Elle brand internationally – are joining us to kick off this week of activity, and thrilled to invite our commercial partners to celebrate what is an innovative collaboration between two leading media brands.”