French version of Harper’s Bazaar to Make Its Debut in the Fashion Industry
Harper’s Bazaar, a historic name in the fashion magazine industry, is set to make its first appearance in the French market. With a rich history spanning 155 years, Harper’s Bazaar, owned by the Hearst group, is one of the leading titles in the sector. Although it is already present in over twenty countries, the magazine had never explored the French market until now. Prisma presse group has acquired the license for France and is spearheading this exciting initiative.
The introduction of Harper’s Bazaar into the French market is significant, as the fashion industry in the country has seen a scarcity of creative news in recent years. The arrival of Vanity Fair, ten years ago, initiated by Conde Nast, and L’Etiquette, dedicated to men’s fashion by the So Press group in 2018, are notable exceptions. However, it is Prisma that has secured the agreement with Hearst to launch the 28th international edition of Harper’s Bazaar. Matthias Gurtler, who already heads Gala, has been entrusted with the editorial management, while Olivier Lalanne, formerly the editor of Vogue Homme and GQ France, will lead as the magazine’s editor-in-chief.
Lalanne promises to bring a unique tone to the French version of Harper’s Bazaar. He emphasizes that the magazine will have editorial freedom and a local approach, distancing itself from international content. Lalanne’s vision is to establish Harper’s Bazaar as a fashion reference in France, with a focus on excellent fashion content. The advantage lies in the already strong brand recognition of Harper’s Bazaar and the lack of competition in France. Lalanne’s ambition is to create a magazine that resembles a coffee table book, an object of pride.
In terms of attracting advertisers and readers, Harper’s Bazaar will be priced at 4.90 euros per issue and will have a clean design. Published in Germany, the magazine plans to release ten issues a year, with each issue comprising 300 pages and 150,000 copies on newsstands. The dedicated team, based in Paris, draws inspiration from the fashion and luxury codes of the 1960s to offer unique and enticing content. The magazine will feature surveys, interviews, point of view stories, and captivating photography series. Lalanne ensures that advertisers will not have the final say in editorial decisions and emphasizes the importance of maintaining the magazine’s credibility.
Franck Durand serves as the creative director, Elodie David-Touboul oversees fashion, and Florine Delcourt takes charge of culture. Harper’s Bazaar France aims to bring a pioneering approach to imagery, featuring established photographers alongside nurturing young talent. Lalanne envisions building a platform where both experienced and emerging photographers can thrive, similar to the iconic figures like Bourdins and Newtons at Vogue in the 1950s and 1960s.
While the project presents economic challenges for the editorial team and Prisma, Lalanne believes that consistency and repetition will help establish the magazine over time. Building trust with readers and advertisers is crucial before exploring profitable opportunities such as brand collaborations and additional projects for Harper’s Bazaar. The ultimate goal is to make Harper’s Bazaar France a prominent voice in the Parisian luxury world and a must-have on the coffee tables of fashion enthusiasts.
Useful Links:
1. Harper’s Bazaar France Website
2. Interview with Olivier Lalanne
