BBC Magazines is set to increase its presence in the women's glossy market with the launch of a younger sister to the UK's fastest-growing women's glossy, eve.
What To Wear, priced at £1.80, is an A5-glossy shopping bible, set to launch on May 26 and published quarterly to coincide with each season’s new fashion collections.
Created by the eve team, the title will build on the tremendous success of BBC TWO's What Not To Wear show, with presenters Trinny Woodhall and Susannah Constantine in the role of What To Wear magazine's Contributing Editors.
Comprising 156 pages of aspirational, inspirational and achievable looks, What To Wear will offer fashion-conscious 18 to 30 year-old women practical rules of style based around shopping for their shape. Combining the latest catwalk trends with no-nonsense style guidance, the title will be the UK's first practical fashion magazine to be presented in such an upmarket format.
The launch follows the success of the free What Not To Wear sampler magazine that accompanied eve's December issue – which saw a significant sales lift and received extremely positive feedback from readers.
Says Publishing Director, Jo Morrell: "We've made a real mark on the women's market with the success of eve, the UK's fastest-growing women's glossy, and building our women's portfolio to include a unique read for twenty-somethings will take this to the next level."
Jo continues: "Reader research and feedback from advertisers has shown us that whilst many fashion glossies offer inspiration, they fall down when it comes to insider information and advice. What To Wear combines the glamour of fashion with the practicalities of day-to-day life, to offer something completely new that will set the newsstands alight."
Jane Bruton, Editor-in-Chief, says: "What To Wear is your seasonal guide to the world of shopping. Not only will you get the thrill of finding the perfect pair of shoes or the bargain that will make your friends green with envy, you'll discover how to look slimmer, sexier and more glamorous as a result. Every sassy, fabulous issue is a tribute to the passion and pleasure of shopping – and it's compact enough to take with you and refer to when you hit the high street. With Trinny and Susannah also on board, we're aiming to be the most trusted style adviser and fashion resource for women in the UK."
What To Wear will launch with an initial print-run of 150,000, and will be available from all good stockists.