ELLE is set to launch Monday 23 September 2013
Rose Bay, NSW
What do you do?
I edit ELLE Australia and ELLE.com.au, previously Shop Til You Drop
What can we expect from ELLE Australia? How will it differ from overseas editions?
The values of ELLE stay the same around the world but of course the markets are different, so each edition has its own definite feel. Australian ELLE will have all the qualities we love about the brand internationally – gorgeous fashion, accessible shopping pages, smart and emotive features – but with a distinctly local feel. It’s all about that Australian sense of humour! And as ELLE is a magazine being launched in 2013 there is a lot of digital integration and a very new, modern feel.
What lessons/tips will you bring to ELLE from your previous experience in the magazine industry?
I came from a very successful shopping magazine so I have a fair idea about how Australian women like to digest fashion. Also, my job at SHOP was to build an audience who felt engaged with what was essentially a very well-produced catalogue, which we did. At ELLE I definitely want to take some of those learnings to create a luxury magazine that is inspiring, but also inclusive and engaging – rare qualities in a glossy (something I’ve never understood).
Who are you when you’re not at work?
A wife and mother to Milo, 8, Iggy, 7, and Scout, 8 months.
I spend hours…
Absorbing media of all kinds – newspapers, magazines, websites, blogs. I get serious anxiety when I know my Feedly (a news aggregator and great home for all your e-newsletters) hasn’t been cleared out for a couple of days. Like right now.
What’s your guilty pleasure?
Real estate porn. And Nutella.
Anything at Sydney’s Camp Cove.
Brains or beauty?
ELLE is proof that you can have both.
We noticed you’re a keen ‘pinner’, how do you decide what’s worthy enough to pin? Do you have any ‘pinner’s’ we should follow?
I’m a terrible pinner! I forget that people can follow and I basically use it as reference storage for pictures of homes I wish I lived in and occasionally as an image search engine. Our senior fashion editor Sara uses it as it’s meant to be used and she has incredible taste so I’d suggest following her rather than me.
What three items are on your Spring/Summer wish list?
1. I need a new soft clutch, yet to be decided on but probably Celine.
2. Any little trinket by Gaia Repossi
3. There were a couple of Iro-esque jackets in a shoot the other day from – wait for it – Tree of Life that were amazing and I must remember to get one.