To create a premium, coffee-table styled magazine which reflected both the ethos of Cruise Fashion and the premium brands it represents.
The glossy publication showcases an extensive range of beautiful AW11 products available in-store and online through high-fashion photo shoots and still-life photography.
Clean, simple and modern layouts were selected to showcase the products in the most effective format and the photo shoots were story boarded to represent the different looks and styles of the ‘mainline' and ‘denim' lines sold in-store.
The ‘mainline' shoot was decadent, luxurious and aspirational while the ‘denim' shoot was simple, sophisticated and approachable. To complement the high-quality photography, the magazine includes in-depth interviews with leading fashion designers Amanda Wakeley, Paul Smith and Christian Louboutin. The sense of fashion focused sophistication and knowledge of design trends is also reflected through the editorial tone of voice used throughout the magazine.
The magazine was distributed through all Cruise Fashion retail stores with 200,000 being inserted into the Mail on Sunday to reach a core fashion focused demographic audience.