Lifestyle magazine ELLE expands into Malaysia

International women’s fashion, luxury and lifestyle ELLE magazine has expanded into Malaysia.

Sarah Hani Jamil will take on the role of editor-in-chief at the Malaysian magazine. She was previously with BURO.Global where she was its editor-in-chief. She has also worked at Harper's Bazaar Malaysia and Blu Inc Media in her career. 

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Ardi Idewani will take on the role of managing editor while Sri Azni will be digital director. 

Hafizan Mohammed will be watch and features editor while Amira Azman will be associate beauty director. Athirah Zahra will take on the role of fashion writer and Lera Nazdzlim will be art director. Finally, Hariz Zaharudin will take on the role of senior marketing and events manager. 

The team will be based in Kuala Lumpur, said Olivier Burlot, CEO of Heart Media Group when MARKETING-INTERACTIVE reached out.  

Heart Media has been operating in Malaysia since 2007 with publications such as MEN’S FOLIO, WOW (World of Watches), LUXUO and most recently, GRAZIA Malaysia.

The launch of ELLE in Malaysia follows the successful publishing of ELLE in Singapore and in other thriving SEA markets such as Thailand, Vietnam and Hong Kong, said Burlot.

"The launch of ELLE Malaysia in Bahasa Melayu answers the needs of modern Malay women," he said. 

The first issue of ELLE Malaysia was released on 1 September this year and has 40 pages of advertising out of a total of 200 pages, added Burlot.

Advertisers include Cartier, Rolex, Armani, Tod’s, Omega, Fred, MCM, Michael Kors, Lexus, Swarovski, Guess, TRX Mall and many more,

"The fact that ELLE Malaysia is published in Bahasa Melayu is highly appreciated by fashion and luxury brands because of the new audience the media can tap into," said Burlot. 

Additionally, an advertising and promotion campaign in support of the launch of ELLE Malaysia will be happening across the next six months in all leading malls and bookstores, with a launch event and a 10-day exhibition happening at TRX, a newly launched mall in Kuala Lumpur.

“We are thrilled to be reinforcing Heart Media’s presence in SEA with the launch of ELLE Malaysia. The talented and experienced team in place is producing relevant contents for modern women in Malaysia," said Burlot.

"The first cover featuring Malaysian actress Mimi Lana is a testament to Malaysia’s vibrant modern society. ELLE Malaysia is proud to be a part of the country’s promising future,” he added. 

The launch comes shortly after Heart Media Group was appointed as the new licensing partner for ELLE Singapore from 1 January 2024 onwards, according to a statement by the owner of the ELLE & ELLE Decoration brands, Lagardère Group at the time.

With the partnership, ELLE Singapore will further enrich the consumer experience with a host of daily-updated multimedia channels on fashion, jewellery and watches, beauty, culture, celebrities, features, travel, décor and food.

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