Guide to L’Oréal New Zealand Fashion Week

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&A 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.

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