Beauty in the East

Karl Lagerfeld will not only be on the cover of the April issue of Madame Figaro China, but the magazine has asked the designer to create a jacket and is giving out the pattern information in the issue so readers can make it themselves.

The promotion is part of a new positioning by the magazine.“We don’t want the magazine to be just a product catalogue - is it necessary to buy new outfits every few months to follow the latest trend?” Johannes Neubacher, editor in chief of Madame Figaro China, said. “We want readers to understand the big designers’ designs, not just to buy their clothes but participate in making them.”

Madame Figaro is promoting the initiative through editorial coverage on Tom.com and sina.comReaders are invited to photo their tailor-made clothes, which will be featured in two issues’ time.This project will be running for the whole year, with Sonia Rykiel is in line for the May issue.The female magazine sector in China is crowded, with Vogue, Bazaar, Marie-Claire, Cosmopolitan and Elle in the market.