Germany Gets Its Own Grazia

For those of you who live in Germany, fashionable Americans are really jealous. Why? Because you're getting your very own Grazia. It’s not like print
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For those of you who live in Germany, fashionable Americans are really jealous. Why? Because you're getting your very own Grazia. It’s not like print
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For those of you who live in Germany, fashionable Americans are really jealous. Why? Because you're getting your very own Grazia.

It’s not like print publications are currently booming in Europe either, but Grazia--the weekly fashion/gossip rag published everywhere from France to the U.K.--is exceptionally successful. Or at least that’s what it looks like judging by the title’s recent expansion.

Despite the global recession, Grazia just keeps growing. The German version hits newsstands tomorrow, February 11.

Following in the footsteps of the wildly successful Italian publication created in 1938, British Grazia launched in 2005. Five years later, Grazia spans global newsstands with fifteen sister magazines, including publications in emerging markets like China, Russia and India.

Klambt, the publisher behind the title in Germany, can even afford to give away free "taster" issues prior to its Thursday launch, which are currently available in branches of Douglas, the national beauty retail chain (it's comparable to Sephora in the U.S).

Sarah Jessica Parker graces the cover of the taster issue. It also includes a familiar mix of fashion and celebrity coverage that's irresistible to die-hard gossip rag fans, but also appealing to readers who wouldn’t normally go near titles like OK! or Star.

But what's really so great about it? Why do glossy snobs bow down to Grazia? It might be the round-up stories on fresh stock in the city’s stores, street-style images of local girls, spreads that rival those of monthly titles and yes, celebrities that everyone is just a little curious about. Readers especially want to know about fashion-forward stars like Kate Moss, who is featured in a two-page story in German Grazia’s current issue.

To add to its appeal: The publication's life, beauty and style pages are all written in the same snappy voice, regardless of the particular edition's language. Indeed, you get a universally recognizable dish. Now those who speak German can get in on the gossip.

--JENNIFER WIEBKING