Lucire launches the most comprehensive guide to L’Oréal New Zealand Fashion Week
Fifty-two pages of photos and reviews from the Kiwi catwalks and Powder Room
Wellington, November 2 (JY Media) With the L’Oréal Paris Powder Room packed up and the designers busily dealing with buyer enquiries after L’Oréal
New Zealand Fashion Week (LNZFW), Lucire today released the most comprehensive review of the week’s events in a 52-page
ebook supplement, available exclusively online at www.lucire.com.
While numerous media outlets produced daily coverage and summaries, Lucire decided that the best way to complement its
work with the live broadcasts of Sky Channel 9 from the catwalks and Powder Room, would be to provide the world’s most
considered, timely and in-depth reviews of practically every LNZFW show in a print format, available through the
internet.
With these three criteria, the magazine goes into more than a daily run-down of shows. There are special focus articles
on the week’s most impressive catwalk shows from Zambesi, World, Nom D, IPG, Trelise Cooper and Doris de Pont.
Carolyn Enting interviewed London milliner Cozmo Jenks, who flew out to New Zealand as an LNZFW VIP, while Nicola
Brockie rubbed shoulders with the A-listers in the L’Oréal Paris Powder Room—the hottest place to be during Fashion
Week.
Plus, there is a Lucire-exclusive shoot by Briar Shaw featuring Angeline Harrington, Sakaguchi and Sharon Ng that has to
date only featured in a web edition.
All 52 pp. can be had in a single download or as smaller files broken down by day and section, so readers can select
reports about their favourite designers or interests. The files can be found linked from the cover at www.lucire.com, or
after this initial period, at www.lucire.com/2003/fall2004.
Lucire publisher Jack Yan said, ‘Part of our role as Official Internet Partner of LNZFW is to ensure the best coverage
possible. Since live TV had the immediate part covered, we went for something more authentically "us": a publication
that looks like a print magazine, but has the timeliness that the web can afford and many cannot—at least not in this
depth.’
A choice of depth
As the publication that pioneered hourly post-show reporting at LNZFW, Lucire was aware that its earlier too-quick New
Zealand coverage sacrificed quality for speed.
This year, Mr Yan said he specifically instructed his team—Melbourne correspondent Alice Goulter, Wellington
correspondent Sally-ann Moffat and New Zealand beauty editor Nicola Brockie—to enjoy and absorb the collections, rather
than write cursory comments for immediate consumption.
He and associate publisher Ann Fryer also wanted to show that Lucire had the in-house technical capability to produce a
print magazine, something that was realized with the ebook. Lucire receives requests for sample print copies several
times a week.
‘Not only does the supplement beat the presentation of most print coverage on LNZFW, with the exception of the
redesigned New Zealand Style, there is a unique Lucire flavour: from the use of our own bespoke fonts [the text typeface
is a custom design] to the international tone that readers have become familiar with,’ said Mr Yan.
According to Miss Fryer, the ebook is a brand extension at Lucire, joining a beta PDA edition and a TV programme in
post-production in San Francisco.