In his latest column for INMA, communications manager Lewis Boulton takes a front-row seat at the runway for some of the best fashion ads of the season
Sunday morning. The kettle boils, the bacon sizzles, the radio hums. The weekend newspapers scatter across the breakfast table. The family circles like vultures, grabbing the spoils of a leisurely walk to the news agent.
Mum’s snapped up the front pages, Dad’s grabbed the television and culture supplements. Brother’s poring over the travel guides while Sister’s taken up with the sports section. And Grandma? She’s got the lot on her tablet because she refuses to share.
What do I grab in the melee? While there’s little greater pleasure than a stack of Sunday supplements with no other plans whatsoever, I do, without fail, have a very strict reading order.
First off is the puzzle section; the hard ones need a whole day to crack. Next, the advice columns; relationships, money, interior design — I’m an addict. Then, style and fashion.
In my opinion, fashion is the quintessential Sunday supplement. Flicking from seasonal suggestions to timeless tips, I never leave without a good idea. What’s more, I’m not alone: 84% of online fashion and style shoppers in the UK are monthly digital news brand readers, according to Ipsos iris data — a whopping 31 million people.
With engaging, relevant content a mainstay across many platforms and formats, news brands are an essential medium for fashion retailers and brands. They inspire the finishing touches to the perfect wardrobe or a well-deserved spot of retail therapy.
Fire up the mood board: take a look at what Lewis chose as some of his favourite fashion and style ads in news brands.
