Just a few years ago, Marie Claire was a fairly uneventful title in Mexico. But in the past two years, things have turned around. “We have begun a new era,” said editor Ariadne Grant, who is widely credited with spearheading the magazine’s turnaround since taking over in 2012. “We had [a sales increase] of 6 percent last year, which is unheard of in our industry.”
To mark this “new era” as well as its 25th birthday, the title launched the first Mexico edition of its global Prix de la Mode fashion awards at a party — Olivia Palermo, Ali Lohan and Spanish singer Alaska attended — on Tuesday night in downtown Mexico City at the National Art Museum.
“I’m receiving a lovely award this evening, and I’m one of the lucky people to be on the 25th-anniversary cover,” Palermo said.
Many award recipients donned the clothes of the Mexican designers that Marie Claire promotes, and many of those designers were in the crowd. Daniela Villegas, who has dressed the likes of Katy Perry and Halle Berry, clinched the Mexican Pride award.
David Delfin, a Spanish designer whose fans include filmmaker Pedro Almodóvar, was given the Visionary of the Year prize.
Grant, wearing a red dress by Mexican designer Benito Santos, said the Prix de la Mode’s arrival in Mexico was an effective way to celebrate the magazine’s turning point.
“What we want to do is generate as much impact as possible,” said Grant, 33. “We’ve had an amazing year. The magazine is sold out, and we’ve had many global editions syndicate our covers.”