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fashion-memopad
fashion-memopad

Memo Pad: A Different Shape... Hugo Boss' P.R. Shuffle...

Shape’s April issue marks the debut of a redesign under new editor in chief Tara Kraft.

Shape April 2011

Shape April 2011

Photo By Courtesy Photo

A DIFFERENT SHAPE: Shape’s April issue marks the debut of a redesign under new editor in chief Tara Kraft, and the result could be described as a cross between Cosmopolitan and Women’s Health. “That’s really flattering,” Kraft told WWD. Shape will now have more sex and lifestyle pieces, and, as a former beauty editor, it’s no surprise Kraft plans to increase beauty coverage. “People aren’t buying as many magazines as they used to, so we want to have everything a woman needs, in one issue” said Kraft.

Covers now have white backgrounds (instead of blue) so cover lines pop against the page, and some are highlighted to grab more attention. Exercise stories feature more action shots, and the overall design is more colorful. Several sections have been added and others retooled. “This is more contemporary and lifestyle-driven, but we’re not going stray from what we’ve always done. We’re just going about it in a different way,” Kraft said. Later this year, the American Media Inc. title will celebrate its 30th anniversary with a celebrity-filled bash.

— AMY WICKS

BOSS’ TWOFER: Having discontinued its ties with the Karla Otto agency, Hugo Boss has tapped two to run its women’s wear public relations in-house. Kelly Frey, who was most recently at Etro, is heading up that division for the U.S., and Shirin von Wulffen, whose résumé includes runs at Tom Ford and Yves Saint Laurent, has signed on as strategic consultant. Frey and von Wulffen report to Ward Simmons, senior director of marketing and public relations for the Americas. “Given the potential of the women’s segment in the U.S. and our global commitment to growing the Hugo Boss women’s wear business, we feel it is imperative to communicate more directly with our media partners in the United States,” said Philipp Wolff, senior vice president of global communications at Hugo Boss.

— ROSEMARY FEITELBERG