It seems magazines have less and less to do with, you know, actual magazines, these days.
Hot on the heels of the announcement of Conde Nast's new branded TV series, and the company's investment in e-commerce, comes news that Teen Vogue has partnered with Macy's to launch a clothing line named for the magazine.
According to WWD, the new "fashion-forward" label was developed by Teen Vogue editors in collaboration with the retailer and will launch today at Mstylelab, Macy's juniors-focused department. The trend-focused collection ranges in price from $20 to $60--a sweet spot for young Millenials, college and high school kids who don't have the budget to spend on super-trendy items.
It's to be an ongoing collaboration stocked seasonally and updated with 15 items each month. It will be sold in about 150 Macy’s stores and on macys.com.
This isn't Teen Vogue's first foray into retail: The magazine has had a successful bedding and home decor line for several years now.
“We’ve had terrific success with our branded mobile game, Teen Vogue Me Girl, and with our bedding collection, so apparel was the next logical step,” Teen Vogue editor in chief Amy Astley said.
Macy's has been pretty collab-happy itself these days, but this new Teen Vogue line specifically targets a fashion-forward young customer--something competitor JCPenney has been doing for years.
Considering Teen Vogue's strong visual branding and Macy's incredible reach, we have a feeling this collection will be a hit--at least with the line's targeted demo. Which makes us wonder: Are we going to be seeing more and more magazine-branded clothing lines? How will editors and magazine staff deal with this new job description?