Italian fashion mag Grazia makes its foray into SG and MY

Heart Media Group will be launching a new fashion magazine, GRAZIA, in Singapore and Malaysia this coming March. Touted as the first 100% Italian fashion magazine to have “exported its successful formula worldwide”, from Italy to China, the magazine is published by the Mondadori Group and is also said to be "Italy's fashion bible".

GRAZIA Singapore and GRAZIA Malaysia will launch in March 2023 with an English-language print issue, a website and a presence on all relevant social media platforms. Pakkee Tan and Ian Loh will lead the Singapore and Malaysia editorial operations respectively as editor-in-chief.

According to Heart Media, Singapore and Malaysia were chosen as both markets are vibrant fashion hubs within Southeast Asia, boasting large economies and a growing luxury and fashion-savvy clientele. GRAZIA, born in Italy in 1938, plans to use its authority and influence to offer readers in both countries a new lens across the fields of fashion, jewels, watches, beauty, lifestyle and culture.

Don't miss: Heart Media Group to launch Italy's fashion bible GRAZIA in SG and MY

“GRAZIA will be a conversation starter. It inspires, educates and celebrates the individuality, beauty and the elevated style of the woman changing it all,” said Dylan Heng, the general manager of sales and marketing for Heart Media Singapore when MARKETING-INTERACTIVE reached out. He added that the brand’s unique selling point lies in the strength of its ability to navigate the landscape of women’s media with fresh perspectives and takes on seamless digital and print initiatives to in-person events.

The magazine will be targeting women who are between 25-35 years old, smart, stylish, influential and always wanting to be ahead of the curve.

Currently, the magazine will be drawing from its existing database of female readers and subscribers who fit into its preferred demographics when it comes circulation. It also has a series of marketing activations planned throughout 2023 which include a launch party and its signature Game Changers Gala in the second half of the year.

“Our readers are fashion and beauty-focused and seek authentic, authoritative opinions on the topics close to their heart. Loving all things beautiful, they invest in high impact items to accentuate their styles.”

When it comes to advertising, Olivier Burlot, CEO of Heart Media Group, told MARKETING-INTERACTIVE that the magazine will be working with brands including Gucci, Fendi, Dolce & Gabbana, Bottega Veneta, Prada, MaxMara, Miu Miu, and Zegna in Singapore and Malaysia, as well as high-end jewellery brands including Bulgari and Pomellato.

"Other luxury brands which wish to establish a strong and long-term collaboration with GRAZIA Singapore and GRAZIA Malaysia are Cartier, Saint Laurent, Van Cleef & Arpels, and Christian Dior, among others," he added.

Grazia will also be reaching out to more advertisers from the fashion, beauty, watch, jewellery and lifestyle industries moving forward, according to Heng. “We are speaking to key fashion, beauty, watch and jewellery advertisers in the industry while Chanel, TOD’S and LUXASIA have confirmed their positions. Our advertisers can expect activations on our website; key social media platforms, namely Instagram, TikTok and Facebook; podcasts as well as the highly curated print issues.”

GRAZIA Singapore and GRAZIA Malaysia’s editorial will focus on a blend of local and international content and the elevation of local fashion and design talent. GRAZIA Singapore is expected to have an initial print run of 36,000 copies per issue while the initial print run for GRAZIA Malaysia is 25,000 copies per issue. Both will have 10 issues a year.

Burlot added that there will be a significant focus on collaborations and exclusive activations. "Expect to see a vibrant GRAZIA Singapore presence online with plenty of collaborations and exclusive activations," he said. One of them includes a GRAZIA Pavilion at the upcoming Singapore Yacht Show 2023 showcasing what is La Dolce Vita. GRAZIA Pavilions will also be showcased in the various art and design shows staged across Southeast Asia. 

As for GRAZIA Malaysia, Burlot added that its editor-in-chief Loh is digital-savvy and fully aware of what readers are looking for. To raise awareness of the new publication, Burlot said GRAZIA will also be working closely with all existing malls in Singapore and Malaysia. "Consumers love novelties and inspiring ideas. This is exactly what GRAZIA is bringing, that light yet elegant and addictive Italian lifestyle," he added.

Meanwhile, Daniela Sola, managing director International Business Mondadori Media, explained that the GRAZIA winning formula, which combines the authoritativeness of content with upscale and contemporary positioning, responds not only to the needs of readers but also to the interests of advertising clients from the world of luxury in these territories. The Mondadori Group brand, which now counts 21 editions worldwide in 23 countries, reaches a global audience of 15 million readers, 45 million unique users and over 30 million followers on social media.

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