Elle launches ad campaign for 25th anniversary

Hachette Filipacchi's Elle magazine is advertising for the first time in six years to celebrate its 25th birthday issue, which has five limited edition covers.

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The covers feature a mix of models and designers from the fashion industry: Coco Rocha, Helena Christensen, John Galliano and Naomi Campbell as well as actress Kate Hudson.

Group publisher of Elle, Rita Lewis, said the 25th anniversary issue was a chance to "showcase all the work we have realised over the past two years since we repositioned Elle".

In January 2008 the magazine was re-launched to become more of a competitor for high-end fashion titles Vogue and Harper’s Bazaar rather than a mid-market populist title.

Lewis added: "We felt considering the range and depth of content which we have realised since the re-launch it was right and appropriate to say the 25th anniversary issue is the best Elle ever."

The £200,000 campaign spans press, outdoor and digital media and was created in-house with media planned and bought by MEC.

Elle will be supported by more advertising activity next year.

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