Instyle Lounge
05/30/2019

Influencers and fashion fans

Instyle Lounge
05/30/2019

Influencers and fashion fans

During the Fashion Week in Berlin, the Instyle Lounge will once again open its doors to influencers, fashionistas and stars from the world of fashion and film. From 3 to 5 July, Instyle invites you to get to know and test the latest trend products and collections from selected fashion and lifestyle labels. On the occasion of the 20th anniversary of the fashion magazine, the lifestyle event will be extended to three days. On Friday, the Instyle Lounge will be dedicated to consumers, who can get in touch with their influencer idols and top brands.

An opening cocktail with influencers, stars from fashion and show business as well as customers and the Instyle editorial staff will take place on Wednesday from 10 a.m. to 12 noon. On Wednesday and Thursday, the lounge will be open to influencers, VIPs, bloggers and customers. More than 200 guests are expected.

On Friday, readers and consumers can get in close contact with top brands and influencers in the Instyle Lounge. Under the motto "Be Instyle", the Instyle Lounge belongs exclusively to readers and instyle fans on the third day. They can shop for the latest trends from top brands, get advice from hair and make-up stylists and prove their own model qualities at the instyle cover shoot. Celebrities such as Victoria Swarovski, Cathy Hummels, influencer Leonie Hanne and the Instyle editorial staff reveal their personal fashion and beauty tips, and model Stefanie Giesinger invites visitors to take part in her favourite personal workout. A food lounge with drinks and cool sounds offers relaxation between the talks.

Tickets for "Be Instyle" are available for 25 Euro (including a styling and cover shooting) up to 45 Euro (including a full Goodie Bag). Information about the Instyle Lounge can be found in the magazine, online and on Instyle’s social media channels.

Successful concept

The concept of creating a platform for selected fashion, beauty and lifestyle brands that present themselves with their collections, products or special campaigns to multipliers with a wide reach and readers with an affinity for the brand is paying off.


"With the Instyle Lounge concept, we are using the brand's fashion expertise and radiance to bring selected fashion and lifestyle partners together with a young, fashion-conscious target group. Instyle thus creates a wide-ranging and sought-after environment consisting of influencers, VIPs and fashion-loving consumers".

Manuela Kampp-Wirtz, CEO BurdaStyle


The Instyle Lounge in July 2019 will feature more than 30 exhibiting brands including Biotherm, Rich&Royal, Mey, MAC Cosmetics, Volkswagen, Pandora, ghd and Jake's. The project, which belongs to the so-called third revenue stream, generates new revenues in the form of participation and stand fees as well as ticket revenues. The brand partners benefit from participation by meeting a target group perfectly tailored to them, consisting of influencers with a large reach, VIPs and fashion-savvy instyle fans. For readers and end consumers, the Instyle Lounge is an attractive brand experience, which in turn further intensifies the relationship between the consumer and the brand.

Since its successful launch in July 2017, the Instyle Lounge has been continuously expanded and has since been held twice a year at the Fashion Week in Berlin. From season to season, the number of participating partners has increased, so that the area has also been gradually expanded. The Instyle Lounge offers not only a platform for trends but also perfect entertainment with numerous campaigns on the part of the exhibiting brands. In January, around 700 visitors attended the two days: influencers, customers, designers and fashion-loving readers as well as celebrities from film and television.

PDF

More images & downloads

The influencers Anna-Maria Damm (1.5 mio subscribers), Katharina Damm (715 k subscribers), Patrizia Palme (310 k) and Katrin Palme (139 k) discovering new trends © Eventpress

Andrea Laub, Manuela Kampp-Wirtz, Elfi Langefeld and Inga Ganjon, all from BurdaStyle

Influencer Lisa Hahnbück (113 k subscribers) at the Instyle Lounge in January © Eventpress

Instyle editor-in-chief Kerstin Weng enjoys a beauty touch up © Eventpress

The past Instyle Lounge was the Instagram hotspot during Berlin Fashion Week © Eventpress

Tried and tested: Café Moscow in Berlin has proven itself to be the perfect location © Eventpress

It's not just for girls: Men like actor Daniel Donskoy (69 k subscribers) are also interested in the lifestyle event © Eventpress

Actresses such as Nova Meierhenrich (35 k subscribers) were also among the guests last time © Eventpress

Related articles

Instyle meets

17 Million followers

Instyle meets

17 Million followers

The internationally successful influencer Chiara Ferragni has created a limited makeup collection together with Lancôme, which she presented on Wednesday as part of the series Instyle meets in Frankfurt.

Interview

10 Questions for… Ilka Hoffmann

Interview

10 Questions for… Ilka Hoffmann

In this interview series, we introduce employees from various areas of the company, so you can get to know us even better. Today: Ilka Hoffmann, Senior Brand Manager at Elle magazine in Munich.

Remembering the Fashion Icon

Adieu, Karl

Remembering the Fashion Icon

Adieu, Karl

"Fashion is like music. There are many notes. You have to play around with them. We all have to compose our own melody." This is one of many memorable quotes from fashion icon Karl Lagerfeld, who died today at the age...