Specialist media firm Future has launched a cross-portfolio initiative called Collab, the company has announced.
The new program unites “the cultural relevancy of
creators with the established authority of our brands,” says Hillary Kerr, senior vice president of women & luxury at Future.
Several brands and franchises
are participating, including Marie Claire, Who What Wear, Ideal Home, and Homes & Gardens.
Among the franchises are Style at Large on Marie Claire,
"Editors in Residence" on Who What Wear and By Design and Open House on Homes & Gardens and Ideal Home.
In
addition, Kiplinger has launched an expert-led series titled “Adviser Intel.” And GamesRadar+ plans to introduce creator-led
content with its “Replay” series.
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"We understand that each of our brands has a unique identity and audience," says Jason Orme, managing director of lifestyle at Future, in a
statement. "In the homes and lifestyle space, we have built a trusted relationship with our readers who rely on us for inspiration, advice, and the latest trends. Now we're not just reporting on
trends; we're collaborating with the creators who are shaping and living them."
“The decision to join Marie Claire as a contributing editor for Style At Large was an easy one,"
adds Erika Veurink, founder of EV Salon and creator of the popular Substack, Long Live. "As a writer, I cut my teeth freelancing for incredible legacy publications, so it feels very full circle
to be able to partner with Marie Claire…the ask was an easy yes."