Considered one of the oldest fashion magazines in the world, Harper's Bazaar is celebrating its fourth anniversary in India this month. The anniversary special issue is 50 per cent taller than the regular size of Harper's Bazaar (A4).
On its anniversary, the fashion title has increased its cover price by Rs 50, and will now sell the magazine at Rs 150.
The theme of the issue is 'Why Don't You...?' and the media house has extended this theme to its campaign as well. The line 'Why don't You...?' was initially introduced by one of its editors, Diana Vreeland, who began her 26-year career with the magazine with a column by the same name.
Harper's Bazaar India edition had asked designers, beauty pros and jewellery creators to give their suggestions, risks and tips for 'Why Don't You...?', which are featured in the magazine. There is also a shoot featuring 15 Indian designers acting out Diana Vreeland's original suggestions.
To promote the anniversary issue, the magazine has launched an outdoor campaign. Also, India Today Group's TV channels will air behind-the-scene shots of the cover shoot as well as a special episode of 'Why Don't You..?' reactions of the celebrities.
For the record, Harper's Bazaar has 27 international editions. The launch of Harper's Bazaar in March 2009 saw Swarovski crystals embedded on its masthead. In April the same year, the magazine introduced a leopard print masthead. The first anniversary issue in March 2010 was a Tall issue with Hrithik Roshan and Katrina Kaif on the cover.