A certain Hearst glossy wants you to start saying that is ‘So Elle’ | Advertising

Just in time for New York Fashion Week (Sept. 6-14), Elle, the venerable women’s fashion magazine published in the U.S. and more than a dozen other countries by Hearst, is taking to the streets to promote its brand with a new tagline.

“So Elle” will be the message plastered across entire Manhattan blocks, billboards, bus shelters and taxi tops, as well as on Instagram, on Elle.com and in the print magazine. The image you see below is a rendering of an execution planned for Clarkson Street between Washington and Greenwich in Manhattan.

The “So Elle” campaign, says the magazine’s senior VP, publisher and chief revenue officer, Kevin O’Malley, “is tied to Elle’s September issue, which is the culmination of Nina Garcia’s vision since becoming editor in chief of Elle.” (The issue is Garcia’s first full September issue since taking over for Robbie Myers last fall.)

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