Fabric is a luxury lifestyle and property magazine, capturing all that is best about living in London.
Launched about a decade and a half years ago, it is distributed to 70,000 households in some of the capital’s most affluent postcodes north of the river. A lot of work goes into a magazine to make it memorable.
With the help of Bookmark, each issue of Fabric, the London luxury lifestyle and property magazine, kick starts by deciding who, their cover star will be for the upcoming month. It is important that their talent, for every issue, has some personal connection to London; whether they live, lived, grew up here or have been working on a recent project in London. The agency is so lucky to have so much at their doorstep here in London that it’s not difficult to come across someone working on something cool each month of the year!
As Boomark doesn’t usually know the talents personally, they have developed many great relationships with celebrity management companies to find the right person for their covers. They will normally pick a few talents for a single issue which makes deciding who makes the final cut quite tricky.
At the end of the day, it comes down to who is available at the right time and who has the most current body of work. These relationships with talent companies have come about through hard work over the years and by making sure that they are always involved in the conversation.
Their Editor, Liz, and Penny (Clements, Art Director at Bookmark) will try to plan the lineup as far ahead as they can which allows them to plan carefully, use the best creative teams, studios and really focus on what it is they want to achieve.
Once their talent is confirmed, an initial moodboard is drafted showing ideas on the direction the shoot could take. They usually draft two or three potential routes and circulate these around the team to gather their thoughts. They are a small team so it is important that everyone is kept up to speed with what is happening as things can develop and change quickly.
Once Bookmark have decided a route, their Photography Director and myself work closely to make sure that they have the right team for the job. Their Picture Desk team is constantly scouting for new talents in photography world to help keep their work looking fresh and moving with the times. They decide first on the photographer then follow up by finding the right fashion, hair and makeup artists for the job.
Each photoshoot is shot primarily on digital but lately they have been shooting more on film. It’s slower pace but in exchange you get a beautiful intimacy and depth to the image that is easy to loose with digital. I personally enjoy the element of surprise as there is no laptop screen to catch a glimpse of what is going on and you have to wait a couple of days for the film to be sent off and developed. Very classic.
They receive requests from renowned photographers and publicists who notice the work done for Fabric: covers, content and videos they share online and social media.
Bookmark have put a lot of energy into social content as it is important for them to give the readers exclusive content. For every issue, they shoot a behind-the-scenes video which help their readers connect and engage with the brand. Who doesn’t like to get a sneak peek at what goes on during a photoshoot?
With quality editorial content rooted in local knowledge, you can find celebrity interviews, fine dining and interior design inspiration, the content strategy successfully generated leads for a consortium of London real estate agents in the magazine.