Instyle
02/08/2021

Pen pals: Burda magazines from around the world

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They are the voices of fashion – from high street to high end. Thanks to their global brand recognition, magazines like "Gault & Millau", "Elle", or "Harper’s Bazaar" find audiences around the world and have therefore long-established local offshoots of their original flagship editions. In Germany, these are published by Hubert Burda Media. How are these international brands led in the German market and how well do they fare? In this episode, the editor-in-chief of German Instyle tells us all about their national edition and how close they cooperate with the international Instyle family.


  • Name: Instyle
  • Expertise: fashion and lifestyle of contemporary stars and style icons
  • Brand founded in USA in 1994
  • Published in over 16 countries
  • German version published by Burda since 1999
  • Instyle was the first magazine to show not just the looks from the catwalk, but also from the red carpet and the street.

How long have you been editor-in-chief of Instyle?

Since February 2016.

How has Instyle changed since then?

Instyle has continually expanded in recent years. From 15 issues (12 main, 2 Men, 1 Beauty) in 2016 to over 20, as we have not only increased the publication frequency of Instyle Men, but also launched Instyle Mini&Me in 2019 and are planning two Instyle Beauty issues for 2022. In addition, there are now Instyle events, analogue and digital, plus many collaborations. The Instyle world is growing and growing!

How close does the Instyle family work together globally – Is there a lot of contact or is each magazine run independently?

There is no close contact, we are very free in our decisions as licensees.

Is there any crossover in content or do you create everything specifically for the German market?

Ideally, we can use US Instyle's cover photos, or even individual stories, but basically we create everything for our own market.

How many people are involved in the creation of German Instyle?

Around 30 people work on the editorial side, but many more are working behind the scenes to make the brand shine.

Last, but not least: Please describe your brand in three words!

Fresh, open-minded, inspiring!

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