The U.S. brand’s coverage of lifestyle and culture in both urban and country settings is unmatched in the British marketplace and the demand for a U.K. edition has only grown in recent years. Today, the British version of the magazine hits newsstands with inside looks at beautiful British homes, a feature on a leading member of the British Royal Family and stunning fashion spreads. Justine Picardie, editor in chief of both Harper’s BAZAAR U.K. and Town&Country U.K., shares details about the new edition.
Why is now the right time to introduce the Town&Country brand in the U.K.?
Justine Picardie: The ideal of being able to enjoy the pleasures of the city as well as the privileges of the countryside has been central to a traditionally British way of life for generations. But now feels like a particularly interesting time to introduce the brand to the U.K., as it coincides with a period when this country has become the premier destination for global wealth, marked by the arrival of a significant number of ultra-high-net-worth individuals who are transforming the U.K. luxury market.
How will the British edition differ from Town&Country in the U.S.?
Picardie: We will celebrate the extraordinary heritage of Town&Country, including its remarkable artistic and literary legacy, but the content will be wholly British. The vast majority of our stories have been shot in this country.
Tell us about your target readership. How do you plan to reach them?
Picardie: Our target readership is the people whose lives, houses, pastimes and passions are featured in the magazine. I hope we'll reach them through word of mouth, and also by ensuring that the launch issue is available in many of the places they might find themselves: five star hotels, airline business lounges, social events such as Ascot and Wimbledon during the summer season, art events and literary festivals.
In addition to yourself, who else from the Harper’s BAZAAR team is working on Town&Country?
Picardie: The entire BAZAAR team has been working together on this launch it's been a great joint effort but there have been particularly notable contributions from Creative Director Marissa Bourke, Associate Editor Sara Parker Bowles, Deputy Editor Sasha Slater, Fashion Director Avril Mair and Picture Director Chloe Limpkin. On the advertising side, the commercial team, led by Jacqueline Euwe and Antonia Wigan, have done an exceptional job of attracting 62 pages of premium advertising for the launch issue including Louis Vuitton, Dior, Estee Lauder Group, Cartier, Tiffany, Rolex and many more.
Can you share some details about the premiere issue?
Picardie: We have a wonderful feature on Prince Charles, a complete guide to the British social season, glorious fashion pages, some of the most beautiful houses in the country and several unexpected canine contributions. There are handsome horses as well the magazine wouldn't be complete without ponies and dogs.
What categories of advertisers is British Town&Country right for?
Picardie: Luxury brands, from fashion to finance, beauty to property, travel to interiors.
Will there be a web presence or a digital version of the magazine? If so, what will it look like?
Picardie: We will have a web presence, which also launched today. The site has a substantial property element, and lots of gorgeous houses to look at.