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Marie Claire UK publishes first native cover in 'SHOESFIRST' initiative

Marie Claire, the premium fashion title, is launching a month-long celebration of shoes and publishing its first native cover sponsored by Luisa Via Roma, an online luxury fashion destination.

Launching in Marie Claire’s October issue – with the Luisa Via Roma cover for selected subscribers – ‘SHOESFIRST’ is a cross platform initiative encompassing print, digital, social media and events. The activity is part of a global Marie Claire campaign spanning 15 territories with more planned for 2016.

In addition to the advertising and creative solutions in the special, activity includes a 10-page bound in supplement and reader discounts and shoe giveaway totalling over £15,000 with brands including Charlotte Olympia, Russell and Bromely, Kate Spade and LK Bennett. A fashion industry event launched the project and Harvey Nichols will host a ‘SHOESFIRST’ reader event.

The ‘SHOESFIRST’ campaign has attracted new commercial partners including Stuart Weizman, UGG, Schuh, Vince Camuto, Moda in Pelle, Ted Baker and Harvey Nichols. Marie Claire UK is also running ‘Jet Set 6 SHOESFIRST’, a bespoke partnership with Michael Kors which is appearing across four international territories.    

Justine Southall, Marie Claire publishing director, says: “Marie Claire readers are shoe fanatics and so the whole concept of SHOESFIRST is to create a focus that puts shoes as the starting point of any outfit. With the additional dedicated content in the magazine and online, the accessories special in the issue plus the existing shoe content in the shoots and style pages, the October issue really is a shoe obsessives dream come true. The commercial success that SHOESFIRST has delivered has reinforced our decision to support and celebrate this important category and we have been delighted with the response. This will be a regular franchise for the brand.” 

The October issue of Marie Claire is on sale now.

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