Are Media is positioning its luxury portfolio as a long-term content partner for brands in 2026, as shifting consumer expectations reshape how luxury marketers approach storytelling.
In a new episode of Content Conversations – the publisher’s series exploring how leading brands connect with audiences through distinctive content partnerships – Are Media’s General Manager of Luxury, Nicky Briger, outlines how the luxury consumer is evolving and what that means for brand strategy.
“With the explosion of AI and deepfakes, consumers are really wanting to know more about brands – not just the images, but the storytelling, the heritage, the people behind them,” she said.
“They’re obsessed with the human, emotional connection – which you’re not getting from surface-level AI.”
Nicky Briger. Source: Supplied
Built on editorial credibility
Briger says this shift aligns with the strengths of Are Media’s luxury portfolio, which includes ELLE, marie claire, Gourmet Traveller and Beauty Crew.
Gourmet Traveller marks 60 years in 2026, while ELLE celebrates 80 years globally. marie claire has operated in Australia for three decades. Briger says the longevity of the brands underpins their authority with audiences.
“What’s really beautiful about our brands is that you grow with them,” Briger says.
“You might start as an ELLE reader, then move into marie claire, and later into Gourmet Traveller. Your interests evolve – and our brands evolve with you.”
Moving beyond short-term campaigns
For marketers planning the year ahead, Briger says the opportunity lies in treating Are Media as a creative partner rather than a placement channel.
“Our creative teams know exactly what they’re doing,” she said. “We bring a fresh and creative take on collections, products and brand stories. Clients come to us because of how we reimagine their collections through our editorial lens.”
The publisher’s 2026 calendar includes the return of the Gourmet Traveller Restaurant of the Year Awards, Marie Claire Women of the Year, the ELLE Next Gen Awards and Beauty Crew’s Best in Beauty Awards.
New initiatives include the launch of ELLE Man, focused on male luxury audiences, and ELLE Fit, a multi-platform wellness and fitness initiative.
“These tentpoles are amplified tenfold,” Briger explained. “You can’t pick up your phone without seeing red-carpet footage and content being shared. Everyone in the room becomes part of the amplification, and it takes your brand to entirely new audiences.”
Editorial and creators working together
Briger says premium editorial and creator partnerships can work together.
“We work beautifully in tandem,” she says.
“There’s total synergy. But the difference is that our brands put the client and the brand front and centre. A creator brings their own personality lens – which is powerful – but it plays a different role.”
Beauty Crew’s Super Crew – a network of 50 micro-influencers – produces content that runs across both creator channels and Are Media platforms as part of this model.
Expanding video and audio
Briger says Are Media is increasing its focus on video and podcasting across marie claire, ELLE and Gourmet Traveller.
New vodcasts in 2026 will include marie claire – You’re Gonna Want to Hear This, Gourmet Traveller – Table Talk, and ELLE – Inner Circle.
“We’re going hard on video and podcasting, but what matters most is that the stories remain meaningful,” Briger said.