Confirmed: True North Media set to relaunch InStyle brand


• The title will be helmed by editor-in-chief Justine Cullen

After rumours first appeared earlier this year, True North Media (owned by Bashful Group) has officially announced plans to relaunch fashion and lifestyle masthead InStyle into the Australian and New Zealand markets. InStyle Australia will be published in a digital-first format encompassing online, live events, branded content with plans to publish biannual print editions. It launches with an established social following of over 875k.

The title will be helmed by editor-in-chief Justine Cullen, who is also chief content officer of True North Media. The new InStyle Australia will be a modern evolution of a legacy brand that talks ideas, trends, people, products, and movements shaping our times.

Under the stewardship of Cullen and True North Media publisher and CEO Simon Bookallil, InStyle will incorporate video and animations to reimagine the digital magazine medium for a new era of publishing. A branded content studio and bespoke live-event experiences will enrich InStyle’s offering, adding a level of consumer engagement and amplification opportunity.

InStyle is the first launch for independent publisher True North Media, which will lead marketing, sales, and commercial strategy.

See More: “Publishing has a bright future”: Why launching True North made sense for Bashful Group

Bookallil believes Cullen’s unrivaled industry knowledge, reputation for innovation, and vision for the brand makes her the perfect candidate to usher in a new era for InStyle Australia.

“We are excited to relaunch a title that has seen significant digital growth in key markets across the world. As a global, trusted brand, the time is right to bring InStyle back to Australia and New Zealand. Under Justine’s direction, we will see a robust digital offering, engaging events and experiences, and introduce a new generation of audience to the InStyle masthead.”

Cullen said she was thrilled to be tasked with heading the iconic brand. “Our offering will uniquely combine the immersive nature of print with the agility of a website purpose-built for dynamic fashion and beauty content,” she said. “It’s a new model of publishing that gives rise to lots of fresh and exciting ways to speak to our audience and work with our partners.”

Further editorial roles will be announced closer to the magazine’s first issue, set for release in Autumn on April 15.

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