BRITISH ELLE’S EARLY REVEAL: The July issue of British Elle might not hit newsstands until May 30, but the title has already begun to trumpet the news of its cover star for the month. Hearst Magazines U.K., British Elle’s publisher, said this week that David Beckham will appear on the title’s July cover, in honor of London’s Olympics. Beckham is also the first male to appear alone on the cover of the title: In the past men have featured on British Elle’s cover alongside a female celebrity, such as Kate Moss and Paul Weller in 1997 and Ewan McGregor and Renée Zellweger in 2003. “David Beckham is a national hero, so we saw an opportunity to shoot a celebratory cover to support an historical and patriotic year,” said Lorraine Candy, the title’s editor in chief.
The title is also keen to involve its readers in the cover shoot process. Beckham was shot for the cover in Los Angeles on Tuesday, and Elle posted behind the scenes images from the shoot on its Web site and via its Twitter feed.
This story first appeared in the April 13, 2012 issue of WWD. Subscribe Today.
The move follows the title’s decision last month to reveal Kristen Stewart as the star of its June cover, news it followed with live coverage of her cover shoot on Twitter. Elle said the news led to the highest volume of traffic to its site in the past two years, and noted that its magazine subscriptions doubled when visitors signed up to receive a special subscriber’s issue of Stewart’s cover.