As part of the initiative, the latest issue of Look contains a gatefold page featuring River Island's flagship-store window, as dressed by Look's fashion editor Hannah Hughes. The gatefold opens to reveal the store's autumn collection, styled and pictured by the title's fashion team.
Look branding will appear in the windows of River Island stores nationwide, all of which will have been designed by the Look team. Throughout the promotion, parts of the fashion retailer's autumn collection will be highlighted both in-store and within Look.
Key items will be emphasised by 'Look Loves' tickets in stores, where the magazine will also be distributed.
The partnership was overseen by River Island's managing director Richard Bradbury and marketing controller Jo Wenham.
Look was the big success story of last month's ABCs, where it delivered a healthy debut figure of 318,907.
The battle for fast-fashion-led retail adspend in the press market has never been fiercer and monthly titles are facing competition not only from weekly titles such as Look, but also a growing number of shopping-oriented websites.
Conde Nast recently launched StyleFinder.com and ex-Emap Elan managing director Dawn Bebe launched osoyou.com, ahead of schedule last week. The site has signed up Marks & Spencer and Arcadia group as launch partners.
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