Are Media has launched a centenary campaign for Home Beautiful, marking 100 years of the brand shaping the way Australians design, decorate and dream about their homes.
The Home Beautiful 100 campaign, unveiled today, celebrates the heritage and continued influence of Australia’s longest-running interiors brand. Since its first issue in October 1925, Home Beautiful has grown into a true omnichannel powerhouse, now reaching over 2.3 million Australians each month across print, digital, social and events.
At the heart of the centenary push is a bold, multi-platform campaign that aims to both honour the past and connect with a new generation of style-conscious Australians. The initiative spans experiential activations, premium content, social video, and shoppable editorial – all underpinned by strong brand integration opportunities for commercial partners.
“Home Beautiful has been part of Australians’ homes and lives for 100 years and continues to lead the conversation about what makes a house a home,” said editor Elle Lovelock.
“The centenary campaign is more than a celebration – it’s a powerful and meaningful way for brands to connect with audiences who are passionate about their homes and ready to take action.”
What’s in the Home Beautiful 100 campaign
• Experiential and events: The brand will take centre stage as the naming rights partner for the Sydney Home Beautiful Home Show (10–12 October), expected to draw more than 21,000 home enthusiasts. Editor Elle Lovelock will host a live panel, and the event will feature the draw of one of two $100,000 renovation giveaways.
• Content series: “100 Beautiful Rooms” will run across three print issues from September to November, supported by digital and social amplification. The series will spotlight historic homes, design icons, and future trends, with commentary from celebrity designer Jamie Durie.
• Social-first editorial: A short-form video series titled Australian Tastemakers will explore what makes a home beautiful through the lens of former editors, architects, and interior designers. The format is designed with branded integration in mind.
• Commerce and shoppable content: Under the theme Design Now, Love Forever, the brand will roll out interactive shopping features and editorial-led retail opportunities.
Are Media’s director of content, Sally Eagle, said, “Home Beautiful is an iconic Australian brand, built for today’s consumer with more than 2.3 million touchpoints a month across all platforms. This milestone highlights not just the brand’s legacy, but the influence and passion of its audience in Australian home design.”
The campaign will culminate with the October Centenary Special Issue, on sale in September 2025, featuring 100 of the most beautiful rooms from Home Beautiful’s storied history and bespoke brand integrations for commercial partners.