08 November 2023

Welcome to the team: How Elle UK’s new membership programme puts readers in the editor’s chair

One of the things Lena de Casparis loves most about her job as the Deputy Editor of Elle UK is the collaboration it takes to bring out the fashion bible. “I’m currently doing BAFTA jury work so I’m watching a lot of films. I might go back to the office and talk about the outfits I saw in Priscilla – which then perhaps inspires a fashion story,” she says. “It’s really interesting how the different parts of the magazine respond to each other and it’s something I think our readers would find surprising.”

Thanks to Elle UK’s new membership programme, readers don’t have to imagine how the magazine is produced anymore – they can experience it first-hand. Launched in October, Elle Collective puts members in the editor’s chair, allowing them access to virtual and in-person events where they can meet prominent designers, stylists, make-up artists, authors and the Elle editorial team.

Membership costs £149 a year and also includes the new Elle App, an annual print magazine subscription, bonus member-only content, a weekly newsletter and some exclusive offers. According to De Casparis, the programme is a natural extension of the community Elle has created around the magazine.

“Elle has always been about the women in our network and the women surrounding the brand,” she says. “We’ve always had this incredible vibrant community around us and then you also have the women we put on the covers and these incredible women that (Editor-in-Chief) Kenya Hunt has brought in with her, like Camille Charrière, Aja Barber and Dina Asher-Smith, as contributing editors.

“That network has been the foundation of Elle, and to have them all in one place, felt like an obvious thing to do. The amazing thing about being an Elle editor is that you get to come to work and talk with the team about fashion or film and get this incredible access. Both me and Kenya have felt really passionate about how we can open the door to allow that access to our readers and give them that opportunity to see the world that we see.”

The importance of trust and data

Key to the success of Elle Collective will be the trust and reputation for excellence the brand has built up since its launch in France in 1945 (the UK edition first hitting shelves in 1985), as well as a deep understanding of what your readers want from the publication.

“With any brand that is developing and launching paid propositions, trust and a reputation for credible coverage on the subject matter is hugely important,” says David Robinson, Hearst UK’s Chief Client Officer. “And Elle UK excels at this – a testament to our journalists and the content they consistently deliver across all formats. 

“As with all brands at Hearst UK, it’s important to understand what you stand for and how you meet the needs of those customers with both your values or content pillars. Kenya Hunt and her team have an unstinting, clear view of their audience and what Elle UK stands for.”

To pinpoint the evolving needs of the Elle UK community, Hearst UK analyses anonymous traffic and qualified known customer data.

“It allows us to develop propositions, focus on what matters most to our audiences, and segments, and deliver something that is truly compelling,” adds Robinson. “But, as with all propositions, it’s important to listen, learn, and evolve when you launch, as customer habits and engagements continually change. Resilience, patience and an aligned strategy and team are important in this process.”

Moving with the times

As Elle UK glides towards its 40^th birthday, the magazine finds itself in an environment where tastes and norms are changing more rapidly like ever before. One of the biggest differences is how beauty ideals have changed, an evolution the brand embraces wholeheartedly.

“It’s always been really important to us to show women as they are and it’s exciting to see a real shift to women being accepted for how they look,” says De Casparis. “We’ve always wanted to show different ages of women, different types of women on our pages.”

Diversity and inclusion, not just across the pages of Elle UK, but in the make-up of the workforce is a priority and something that has only accelerated with the arrival of Kenya Hunt.

“We have this incredible dynamic team and these contributing editors that just add this kind of dynamisms and also diversity of voice, which I think has been really import,” says De Casparis.

“It’s been really important for us to bring in an incredibly diverse team that can push us, debate with us and ensure that we have a really wide range of voices. It makes it really exciting because you have a real wide range of views and perspectives, and it makes you push beyond where you’ve ever been before.”

With the fashion industry still among the biggest polluters in the world, Elle UK is also keen to promote greater sustainability, doing interviews with leading eco warriors like Greta Thunberg.

“That was one of the most memorable days I’ve had at Elle in a long time,” recalls De Casparis. “She was so full of joy and spirit. Sustainability is a really key topic for women. One of the partners we launched with early on was HURR, the clothes rental site.

“And then we have the amazing Aja Barber as a contributing editor who is one of the leading thought leaders in sustainability and especially sustainable fashion. She’s always pushing us to do more and pushing for more transparency. So that’s really inspiring.”

Print stays in style

While Elle UK is very active across its website and social media channels, stirring debate and getting valuable feedback, its sumptuous print edition remains its crown jewel.

“For customers, subscribers and clients, print is a hugely important component of our offering, giving all three constituents a rich canvas to experience all that the brand offers, showcasing luxurious content and brand advertising,” says Robinson.

“And, for those that have a deep relationship with the brand, print remains an emotive, engulfing part of the Elle UK experience. This year has shown that the monthly edition remains a very healthy part of the Elle UK business, whether it’s consumed in print or via digital channels.”

De Casparis describes print as “the base of the brand”. “We all, as a team, work across all the points – events, social, digital and print. And print will always have a vital part as it’s a beautiful place where we get to showcase all these amazing fashion stories and storytelling.

“I truly believe it’s an exciting time for print and people are really enjoying it. What’s amazing about all these brand extensions is that they can work in tandem for different periods in a woman’s life.”

While the fashion magazine space in the UK remains congested, De Casparis is confident Elle UK will continue to set itself apart from competitors for generations to come.

“Elle’s DNA has always been forward thinking and I’m never worried about us not being able to stay ahead of the pack,” she says. “The brand’s got tenacity and it will continue to push things forward and move with what’s most relevant and important.

“For me, working at Elle is just so inspiring and the heritage of the brand is incredible. When you look back in the archives and see all the great journalists who made the magazine, it inspires us to be brand keepers of the name and push harder to ensure we make everyone proud.”