Always looking to push the threshold of traditional publishing, ELLE magazine has delivered an Australian first with today's launch of its July issue. Featuring a lift-and-flip cover starring Gemma Ward, the magazine offers readers the opportunity to try out different beauty looks on the supermodel.
The mix and match cover is split up into five beauty looks, enabling readers the potential to create 35 different beauty combinations on Ward.
“Since launching almost three years ago, ELLE Australia has always sought to innovate. Traditionally, a magazine’s cover has been sacred ground, but I loved the idea of pushing the boundaries to get our audience to engage with the cover beyond the cover lines," says ELLE Australia editor-in-chief Justine Cullen.
“Of course, a cover is just a means to an end – its job is to make you pick up the magazine and discover the world of smart features and inspiring fashion inside. But with this execution playing into our ever-growing obsession with beauty, with gamification and nostalgia, it’s also just straight-up fun in its own right.”
