How are international brands led in the German market? In this episode, the editor-in-chief of German Elle tells us all about their national edition and how close they cooperate with the international Instyle family.
On 20 April, the Elle family – Elle, Elle Decoration, Elle Travel and Elle Accessories – welcomes a new member: Elle Spirit. Elle Spirit is a magazine all about well-being: new relaxation techniques, personalised yoga, healthy breathing, the best super foods and sustainable beauty. Over 100 pages, readers can learn how to recharge, take pause, cleanse and reflect.
“With Elle Spirit, we want to open ourselves up to and learn from the teachings of Buddhism, Sufism, Reiki and Indian shamanism, but also – for example – from the ancient wisdom of South Tyrol’s herbal healing women. Continuing the Elle tradition, we will also present the most beautiful utensils and the latest trends in food, medicine and yoga. Despite the profound nature of our content, we will keep things simple, light-hearted and conscious. And always focused on doing something good for ourselves.”
Sabine Nedelchev, Elle editor-in-chief
Brand Director Elfi Langefeld adds: “In times of crisis such as these, self-care becomes more and more important. Luxury means mindfulness, harmony, pampering yourself. Concentrating on these attributes specifically, Elle Spirit is the perfect addition to the Elle brand world.”
In keeping with this theme, the editorial team have also picked songs, podcasts and meditations that can be accessed by scanning the icons in the magazine’s margins with a smartphone.
Elle Spirit will be published twice a year in high-quality standalone issues with a print run of 50,000 copies. This year, the magazine will be accompanied by the first multi-day Elle The Retreat yoga workshop, which will also focus on relaxation and physical well-being.