LOCAL COLOR: British Glamour has teamed with Converse to produce a series of British city and regional guides for its September issue, which comes out Thursday. The issue has eight covers, all of them featuring Katy Perry dressed in a T-shirt that bears the name of the city or region. The 16-page sections — for London, Birmingham, Bristol, Manchester, Northern Ireland, Scotland, Wales, and Newcastle — offer shopping and eating tips as well as snaps of stylish locals and profiles of emerging talent. Editor Jo Elvin said the magazine was able to tap into Converse’s “unofficial youth database” in each region, and also put a call out to glamour.com’s users for their own recommendations. Elvin said the prerelease enthusiasm is such that, “one reader even Twittered to say she couldn’t wait to see the south Staffordshire issue.” (For non-British readers, that’s like tweeting to ask about the special issue on northern Oklahoma.)
There also is a series of merchandise tie-ins, including the chance to win a pair of Converse sneakers every day for a month, and T-shirts and Converses signed by Perry. Glamour.com also will be running related content, including video blogs from local talent, and behind-the-scenes footage from the cover shoot with Perry.
— Samantha Conti
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