Switzer Media & Publishing has announced Eugenie Kelly will again take the helm of Harper’s Bazaar Australia and spearhead the return of the iconic fashion and luxury magazine across the brand’s print and digital platforms.
The announcement and first key creative appointment was made by Maureen Jordan, Switzer Media publisher, who will lead sales, marketing and brand strategy for the relaunch and positioning of Harper’s Bazaar Australia in collaboration with Hearst Magazines International.
Jordan commented: “We understand and respect that our role as custodian of Harper’s Bazaar in Australia and New Zealand is to evolve the brand while respecting its history, as the publishing dynamic continues to change in this new digital age.
“It was important for us to choose an editor-in- chief who not only has considerable experience in publishing, but someone who understands the history and legacy of this 154-year-old brand. We have found this in Eugenie, whose unbridled passion, dedication, creativity and vision was clear to me and Hearst from the beginning of our conversations.”
Kelly returns to the brand having previously been its E-I-C for two years (July 2018-August 2020). Of her 25 years publishing experience, Kelly has spent 17 years with the brand, working across varied roles of deputy editor, beauty director and features director. Most recently, she consulted as senior creative director across a portfolio of beauty, health and wellness brands.
Kelly said: “To have a say in how the next chapter of Bazaar is written is such an incredible privilege for me. Some people simplify style and think it’s just about what’s in your wardrobe, but it’s so much more than that. True style is the way we express ourselves. It’s what we’re reading, watching, thinking and how we choose to invest what’s precious to us … our time.
“As well as delivering the best fashion content, we will also open up the conversation. A diverse range of voices is what will make our vision so much more interesting and impactful and I’m looking forward to welcoming new writers and photographers and to feature amazing new talent. It’s still pure unadulterated Bazaar– just through a new lens.”