Are Media speaks the Language of Luxury with its 2027 content

Are Media has unveiled its luxury portfolio’s 2027 agenda, creating new ways for brands to connect with highly engaged communities through trusted editorial, memberships and curated experiences. 

Presented at Sydney’s Shell House, its Language of Luxury event brought together the editors of ELLE Australia, marie claire, Gourmet Traveller and Belle to showcase how commercial partners can become part of the engaged and loyal communities Are Media’s luxury brands have built, creating deeper connections that drive growth. 

Key initiatives include marie claire Passport, giving Australian brands with global commerce capabilities access to the brand’s international network of 32 markets; a flagship marie claire Women in Sport content and event program; and Club GT, a new paid membership connecting Gourmet Traveller audiences with exclusive content, offers and experiences. 

Gourmet Traveller will also publish its Restaurant of the Year issue in Mandarin for distribution in mainland China and Hong Kong, while ELLE will roll out a range of programs designed to help the next generation be seen, heard and discovered.

The program builds on 53 events across Are Media’s luxury portfolio this year. Returning flagships include the ELLE Next Gen Awards, Belle Interior Design Awards, Gourmet Traveller’s Restaurant of the Year and marie claire Women of the Year, complemented by new content platforms and more luxury experiences. 

Nicky Briger, General Manager of Luxury at Are Media, said: “Our brands have spent decades earning the trust of discerning audiences and building relationships with the world’s most prestigious brands. 

“That trust has commercial value. In an era of effortless discovery and endless choice, our research shows 77% of women say trusted content helps them move from discovery to decision across fashion, finance, beauty, travel and retail.

“This year, we brought those relationships to life through 53 events, from reader dinners and styling salons to street pop-ups and major awards nights. In 2027, we’re expanding that connection through new memberships, international growth opportunities and experiences that give brands a meaningful role in our audiences’ lives.

 “For our partners, this is intimacy at scale: the warmth of a dinner party, with the reach of a national media brand and the international connections of our global network.” 

ELLE Australia: the next generation’s cultural neighbourhood 

ELLE Australia will build on the success of ELLE Next Gen with a 2027 program designed to help the next generation be seen, heard and discovered. 

Positioning ELLE as a cultural neighbourhood, the agenda will bring audiences together across fashion, music, film, fitness and lifestyle, creating new opportunities for brands to participate. 

ELLE Sounds will spotlight music and emerging female talent, championing greater representation on Australia’s ARIA charts. ELLE Film Club will connect audiences with cinema and the creatives behind Australian and international films through a regular event series. 

The ELLE Next Gen Awards will return for a night celebrating the emerging voices shaping Australian culture. 

ELLE Loves, a new endorsement program designed to support retailers and local businesses, will bring ELLE’s editorial eye to local discovery, connecting its community with exceptional boutiques, destinations and experiences worth seeking out. 

ELLE Man will expand its digital and print content footprint presence in 2027, creating more opportunities for partners across men’s style and culture. 

marie claire: global connections, longevity and sport

marie claire’s 2027 agenda will explore the ambitions, interests and life changes shaping women’s lives, with new initiatives across sport, beauty, longevity and reinvention, complemented by live experiences and international opportunities for brand partners. 

An expanded Women in Sport program will launch in marie claire’s January print issue, supported by an always-on editorial platform leading into the inaugural marie claire Women in Sport Seminar and Awards in June, recognising women driving progress across sport and beyond. 

Beauty initiatives include Future Beauty and a digital skin clinic directory, planned for February, alongside marie claire’s largest-ever global beauty survey, marking 90 years of marie claire
internationally. The survey will capture women’s attitudes, aspirations and changing relationships with beauty around the world. 

Longevity and reinvention will anchor always-on content features exploring careers, relationships, beauty choices and life transitions shaping women’s lives in their 30s, 40s, 50s and beyond. 

The brand will also bring its vodcast, You’re Gonna Want To Hear This, to life through a new live experience series, You’re Gonna Want To Be In The Room. Hosted by editor Georgie McCourt, the vodcast has generated 300,000 downloads, six million social views and one million YouTube views since launching earlier this year, with the live series giving audiences a chance to join the conversation in person. 

These initiatives build on the annual marie claire Women of the Year Awards, to be held next month at The Lands by Capella in Sydney before returning for their eighth year in 2027, celebrating the extraordinary women shaping Australia’s cultural, social and sporting landscape. 

Through marie claire Passport, marie claire Australia will become a gateway to the brand’s international community, giving Australian brands that serve international customers access to premium content and contextually relevant environments across its global network of 32 markets to build awareness and support global expansion. 

Gourmet Traveller: exceptional experiences, broader horizons 

Gourmet Traveller will expand its offering in 2027 through international publishing, paid membership, more live experiences and a refreshed travel awards platform. 

The Restaurant of the Year Awards will return with an expanded program celebrating the people and venues shaping Australian dining. The accompanying issue will also be published in Mandarin and distributed in key regions of mainland China and Hong Kong, giving tourism bodies and hospitality groups new opportunities to reach travellers planning an Australian visit. 

Club GT, a new paid membership tier, will turn Gourmet Traveller’s editorial authority into an invitation to experience the best in food and travel. Exclusive content, curated experiences and insider access will bring members closer to the chefs, destinations and discoveries they love, giving partners opportunities to connect through memorable encounters, product discovery and sampling. 

An expanded calendar of reader dinners and commercial activations will build on partnerships with La Mer and Lexus, alongside the brand’s involvement in Brisbane’s James Street Food and Wine Trail. 

The Hotel and Travel Awards will be reimagined as The GT 100, an expert-selected guide to 100 outstanding stays, destinations, transport experiences, tours and travel products worldwide. 

Belle: extraordinary spaces, intimate experiences

Belle will bring the worlds of design and luxury closer to audiences in 2027 through global connections, creative collaborations, the celebration of Australian design talent and intimate experiences. 

The Belle Milan Report will anchor its annual design forecast in the first half of 2027, interpreting the ideas shaping interiors, architecture, art and craftsmanship. Editorial coverage and curated events will bring that global perspective home, giving partners a platform to explore what comes next.

The Belle Interior Design Awards will return as a flagship celebration of Australia’s leading designers and emerging talent, complemented by an always-on program of Belle Design Salons. 

Bringing architects, designers, artists and commercial partners together for curated conversations and experiences in exceptional spaces, these bespoke events will build on successful experiences created for Mirvac, Lendlease, Coco Republic and GlobeWest in 2026. 

Extending the connection through AI discovery 

Alongside its content and experiences program, Are Media will help commercial partners navigate changing consumer discovery behaviours through Are Visible, its AI visibility solution that launched earlier this year. 

Anna Quinn, Director of Sales, Are Media, concluded: “Across global opportunities, new memberships, flagship awards and intimate experiences, we’re bringing brands closer to our communities and the trusted content that inspires their decisions. 

“That trust is equally powerful as consumers turn to AI to discover brands, products and experiences. Through Are Visible, we help partners understand, measure and improve how they appear in AI-generated recommendations and conversations. 

“For luxury brands, how you appear matters as much as being discovered. Our decades of luxury expertise bring an understanding of the heritage, craftsmanship and cultural relevance that shape desire. 

"Combining that expertise with Are Visible helps brands navigate this new landscape while protecting and strengthening the prestige they’ve worked so hard to build.”