Jefferson Hack presents Digital Cover Stars
If there is one person that gets it in the fashion industry, it’s Jefferson Hack. He recently told The Business of Fashion, “The old media model is a frozen moment in time; a monthly magazine, a seasonal trend — it’s over. Digital culture is a constant stream. Either you adapt to it, or you are a dinosaur and you will die.” He added: “This is a new era of digital beauty.”
Enter Digital Cover Stars. A monthly online feature from AnOther magazine profiling stars who are worthy of gracing the cover. According to the statement, “the digital content will be completely independent of the revered print biannual, while maintaining the same spirit and high standards of storytelling and subject matter.” Meaning that there will be film content, exclusive pictures and more.
Charlotte Gainsbourg’s up first. The actress/singer is profiled by Jessica Hundley and stars in a short film by Melodie McDaniel that captures her LA hotel room stashed with rows and rows of Balenciaga’s pre-fall collection that can be seen here.
Magazines do not have a choice but to adapt or fade away into non-existence at the moment. There has already been a rise in online content, such as the short film of Jennifer Lopez for Vogue Italia and behind-the-scenes film of Rosie Huntington-Whitely for GQ. Jefferson Hack is onto a winner with Digital Cover Stars. It is more than just an nice bit of film of a woman gyrating for an editorial. It is real exclusive content that people will want to view. This is how you adapt to the changing times, decline in magazine readership and increase in online content consumption. Who will be next to step up to the plate?