Bazaar TV will be a content-based platform featuring one- to two-minute-long videos spanning fashion and lifestyle.
MILAN — Harper’s Bazaar is making its debut in Italy, but don’t expect the average glossy publication or regular fashion coverage. Hearst has bigger ambitions for the brand, in line with today’s digitalized media landscape.
“We’re first and foremost debuting a brand on the market and I believe this is the most current thing to do. The project takes off leveraging everything but the magazine, banking on the tools and platforms that typically surround it. They’ve somewhat become the heart of an editorial brand,” said Prada, the former deputy editor in chief at Condé Nast-owned Vogue Italia, who was appointed to the editor in chief role at Bazaar last July.
The core content is modeled after a range of TV formats and genres, including miniseries, documentaries, fiction and reality show-like content that are to be seeded on Bazaar’s own web site, as well as across Hearst’s channels.
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