For three decades, marie claire Australia has been a powerful voice in women’s media, blending style with substance in a way few other publications have achieved. More than just a glossy fashion title, the magazine has built its reputation on championing important social issues alongside luxury fashion and beauty.
For editor Georgie McCourt, the magazine is more than just a publication; it’s a platform for amplifying important voices and championing women’s empowerment.
“One of the things I love so much about marie claire is that we spotlight all these incredible voices because there are just so many amazing women and people out there doing extraordinary things in different fields,” McCourt told Mediaweek. “Whether it’s gender-based violence or whether it’s in the neurodiversity space. It is such a privilege to be able to spotlight those voices.”
It is this dedication to meaningful content, alongside its fashion and beauty focus, forms the core of marie claire’s enduring appeal. “I love that marie claire is that real mix of style and substance,” McCourt added.
marie claire editor, Georgie McCourt.
Redesign
As marie claire celebrates its 30th anniversary in Australia, it is embracing a new chapter with a bold redesign across both print and digital. With roots dating back to its 1937 founding in France, the brand has expanded to over 30 countries, cementing its place as a global leader in women’s media. Now, McCourt and her team are ensuring the Australian edition keeps pace with its international counterparts while remaining true to its mission of empowering women.
“The redesign was very much driven by where the brand is going globally,” she states, aiming for a more “moderate, modern, elevated and minimal” aesthetic. The March 2024 issue, coinciding with the magazine’s 30th anniversary and featuring Renée Zellweger on the cover, marked the debut of this refreshed look.
“We knew we had Renée Zellweger coming up for the March issue, and I thought we had to have a redesign because we can’t have a cover of Renée without a redesign,” McCourt says.
The redesign extends beyond aesthetics. McCourt sought to streamline the magazine’s layout, emphasising typography and imagery to create a more “chic” and cohesive feel. “I felt the magazine was too busy in the design, so I wanted to strip it back and make it more minimal,” she explains.
The new aesthetic strips back the visual clutter, putting a greater focus on typography, striking imagery, and immersive storytelling. This shift not only enhances readability but also ensures that marie claire’s in-depth journalism – think pieces, investigative reports, and cultural commentary – remains a focal point. “We want the articles that you read in marie claire to be the type of pieces that you bring up in conversation with your friends and that change your perspective on the world,” she said.
Fashion and beauty
The redesign also extends to marie claire’s fashion coverage, striking a balance between aspirational luxury and realistic affordability. In response to reader feedback, affordable fashion pages have been moved to the front of the magazine, showcasing how budget-friendly pieces can be styled in a covetable way. “We all know what’s happening with the cost of living crisis. So, affordable fashion is key,” McCourt says. “But everyone still wants to escape into beautiful luxury.” Luxury fashion remains a priority, with high-end brand collaborations and premium editorial shoots continuing to anchor marie claire’s positioning in the market.
Beauty coverage has also evolved to incorporate deeper storytelling, blending glamour with more personal narratives. “I wanted to go more into the heart of beauty,” McCourt says. “There’s the gloss and the glamour, but I wanted to tell stories that connect on a deeper level – like Jo Malone’s journey with breast cancer and losing her sense of smell.” marie claire is also tackling issues such as hair loss, endometriosis, and other health topics that resonate with its audience.
An omnichannel approach
marie claire’s omnichannel approach ensures content resonates across platforms. “While I think digital is so incredibly important, and we are an omnichannel brand, the print title very much anchors the marie claire brand,” McCourt notes. Cover shoots, for example, are now conceived with both print and digital deliverables in mind, ensuring a seamless experience for readers.
McCourt explains: “We would never approach a piece of content such as a cover shoot with, ‘This is just going in print.’ We always consider what we need for digital, and ensuring we have video and other assets to roll out across platforms.”
Some of the deeper pieces on the marie claire website marking International Women’s Day.
Advertisers
For advertisers, McCourt believes the changes present new opportunities. With a cleaner, more sophisticated design, marie claire will continue to offer a premium environment for luxury brands while also making space for new advertisers in the affordable fashion and beauty segments. “I do think it will open us up to advertisers who perhaps haven’t necessarily been interested in working with us before,” McCourt says. “That said, we are a luxury fashion magazine, and it’s very important that we create a premium environment for our luxury clients because that’s what they value.”
Here to stay
In an era where many print magazines have struggled – several high-profile fashion titles have shuttered in recent years – marie claire’s resilience is a testament to its strong brand identity. “We’ve seen a lot of magazines come and go over the last decade and relaunch and close and relaunch,” McCourt says. “But marie claire is just such a strong brand. It has such a strong presence overseas. It’s that mix of style and substance that sets it apart.”
The magazine’s dedication to women’s empowerment, coupled with its commitment to delivering compelling content, ensures its continued relevance and staying power. “I think that’s why marie claire is still such a strong brand in the market, because of the mix of style and substance.”
Pictured: Georgie McCourt