Marte Mei van Haaster in Louis Vuitton on the cover of Série Limitée


NEW SERIES: Série Limitée has a new look. The high-end monthly supplement of French daily newspaper Les Echos is to hit newsstands on Sept. 8. It’ll also go live online, where the magazine will be available for a digital download.

“We have ideas to make it even more luxury-oriented,” Francis Morel, chief executive officer of Les Echos-Le Parisien Group, whose parent company is LVMH Moët Hennessy Louis Vuitton, told WWD last year. He also described Série Limitée as “the French answer to [The Financial Times’] How To Spend It [magazine].”

Série Limitée was launched in 1999. “We’re a lifestyle publication,” said Frédérique Dedet, who joined as its editor in chief in May from L’Officiel. She’s behind the makeover with artistic director Oisin Orlandi, who designed the title’s new logo and layout.

The first cover features a sober, full-page photo starring model Marte Mei van Haaster dressed in Louis Vuitton that was lensed by Henrik Purienne in Rio de Janeiro. There is also a list of topics, rather than actual headlines. “It is more elegant. If we want to extend its lifespan, we have to get closer to the [look of a] book,” said Dedet.

New sections include “Bespoke,” featuring custom-made items such as a Moynat trunk; “Philanthropie,” focused on philanthropy and corporate responsibility and “Small Talk,” in question-and-answer format accompanied by illustrations by Damien Florébert Cuypers.

The first issue, which is dedicated to women’s fashion, counts around 140 pages, with advertisers including Céline, Prada and Tod’s. Inside, there’s a feature on the upcoming Chanel exhibit “The Woman Who Reads,” written by Patrick Mauriès; a profile of philanthropist Alexandre Mars and a Q&A with director Loïc Prigent. One section features fashion industry folk, including Julie de Libran sporting Sonia Rykiel, Sabine Getty in Armani and Santiago Gonzalez in Dior Homme.

Série Limitée’s launch will be accompanied by an advertising campaign with the tagline “Mettre du luxe dans son quotidien” (or “Put luxury in one’s daily life”). A revamp of the publication’s web site is set for October.

Its new look comes a year after Les Echos launched the weekly magazine Les Echos Week-end.

Série Limitée has 10 print issues per year. Les Echos’ monthly paid circulation in France was on average 127,478 between July 2015 to June 2016, up from 126,288 in the same prior 12-month period.

In other company news, Les Echos has appointed Corinne Mrejen to oversee Les Echos-Le Parisien Group’s advertising department, Team Media, and its marketing strategy starting in September. She has been credited with boosting the success of M, Le Monde newspaper’s weekly lifestyle magazine.

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