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Appeared In
Special Issue
WWD Year In Fashion issue 2007/12/11
MORE GLAM: Glamour has spun off yet another iteration of its "Reel Moments" film franchise with a documentary version of the reader-inspired series, called "Reel Docs." The marketing program will produce three or four documentary films of real women achieving their wildest dreams, based on stories from Glamour readers. The films will be directed by A-list talent yet to be determined, and will be sponsored by Tommy Hilfiger, which will use the platform to launch its fragrance, Dreaming. The event will kick off with a casting call Thursday afternoon in New York's Columbus Circle, where the designer and Glamour fashion editor Suze Yalof Schwartz will hear women pitch their dreams for development. Readers also will be able to upload their entries at The films will be released in June, and appear in Tommy Hilfiger stores, on its Web site and on

For Tommy Hilfiger, who will be an executive producer of the "Reel Docs" films, the effort aligns with the target audience for the fragrance. "The woman wearing [Dreaming] is the Tommy girl grown up. She's more refined and sophisticated, more elegant, more polished," he said.

Any magazine publisher will repeat with vigor that advertisers are looking for multiplatform venues to bring their mission statements to life — and buzz generated from ties to Hollywood or pop culture are of high interest. "Those days of just putting your logo on something are gone," said Glamour publisher Bill Wackermann. "Reel Moments," which also includes the original "Reel Moments" scripted series and "Reel Music" program for budding musicians, has helped to bring in new business to Glamour and deepen relationships with advertisers, all while adding an estimated "tens of millions of dollars" to Glamour's bottom line, according to sources close to the franchise. Tommy fragrance, for example, had not been an advertiser with Glamour since Wackermann joined the magazine four years ago.

"Many magazines are always looking for marketing vehicles and partnerships with brands, but I don't want to do what everyone else has done, and what everyone else is doing," said Hilfiger. The brand was one of the first to put musicians in its ads, "but everyone does it now, so it's not so interesting to me anymore." Hilfiger also explained: "The independent film is more interesting than the commercial films because young, independent directors have more creativity and a lot more room to move."
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