The marketing madness for Love magazine's freshly launched third issue isn't over: following the eight-cover release marathon, the magazine has now launched a promo video starring models Alessandra Ambrosio, Agyness Deyn, Dree Hemingway, Lindsay Wixson, and Pixie Geldof.
The third issue of stylist Katie Grand's acclaimed Love magazine has been greeted with enthusiasm by the fashion community, despite the lack of clothes.
Prior to the release, fashion's new darling publication distributed eight different covers starring the naked Lara Stone, Naomi Campbell, Amber Valletta, Daria Werbowy, and Kate Moss, among others.
Even though 'mainstream' publisher Condé Nast is behind the magazine, this marketing strategy is rather unconventional and even has a certain 'guerrilla' feel to it. Fashion trend site fashionising.com has compared the approach to the way movies are promoted prior to their premiers.
"It's clear that a new breed of magazines has arrived," its editors wrote. "What's not clear is what the 'old faithfuls' will do to compete."