Lorraine Candy is the UK Editor of ELLE, the world’s biggest fashion magazine. With 44 print editions worldwide, 37 websites, 25 million unique visitors and 370 million pages views per month, ELLE reaches over 21 million readers and has unparalleled access to world-renowned designers, celebrities, models, photographers, writers, columnists and stylists.
Lorraine recently led ELLE through a complete ‘reboot’ after returning from maternity leave, making the magazine unique in its cutting-edge approach to modern publishing. It is the only luxury magazine brand to have a fully integrated editorial team producing content across all brand platforms – print, digital, mobile and social media.
These days ELLE takes after a technology start-up rather than a traditional fashion magazine. The whole of Team ELLE ‘hot-desk’ in an open plan space with the award-winning #ELLEfashioncupboard at the centre – an interactive events space that opened to much fanfare in 2014 with launch partner Louis Vuitton and its own mobile app. (And yes, the editor has no office – you’re as likely to find Lorraine sitting next to the newest intern as the deputy editor.)
“I need to know that my staff are happy,” says Lorraine. “As soon as you put a woman in an office where no-one gets to talk to her unless she makes an appointment, how the hell is she going to know what’s going on? I didn’t want to be removed from my team.”
As a result of this transformation, the social media reach of British ELLE is unprecedented, with a combined footprint of 5 million in 2014. Lorraine was named by the Press Gazette among the top 50 most influential people on Twitter in 2014 – the only glossy magazine editor to be included – and ELLE is by far the most ‘liked’ glossy magazine brand on Facebook.
Lorraine has over a decade of experience as a captain of industry. She joined ELLE in 2004 from Cosmopolitan where she was Editor-in-Chief. In her first 5 years the magazine won 10 awards. Lorraine has worked in journalism all her life, beginning aged 16 when she took her first job at her local newspaper, The Cornish Times. She would go on to be a features writer at the Daily Mirror, columnist for the Daily Mail, The Sun’s women’s editor and features editor at The Times, where she was also appointed deputy editor of the paper’s Saturday Magazine, and oversaw the supplement’s re-launch. She writes for The Daily Mail, The Guardian, The Times and Observer Woman.
ELLE magazine was the first to inspire readers to celebrate their individuality and create their own style. Sexy, stylish and spirited, put simply ELLE is for women who love fashion – by women who love fashion. In addition to ELLE’s monthly print edition, and daily digital and social media output, ELLE publishes the definitive luxury catwalk bi-annual, ELLE Collections. New for September 2014 is ELLE Wedding: the stylish, useful resource for fashionable brides-to-be. Both are produced by the same, award-winning team.
RT: So grateful for those with the courage to reconsider. dailymail.co.uk/news/article-3….