Since its launch, Grazia has continuously shaken up the feminine-press market and brought some fresh air to the overly serious fashion world. Paris Fashion Week is one of the most important get-togethers of the global fashion community, but remains inaccessible to all but an elite. So Grazia decided to take on an impossible mission: a Fashion Hold-up. With the complicity of four major designers – Sonia Rykiel, Marc Jacobs, Alber Elbaz and Jean Paul Gaultier – Grazia planned a heist to steal as many smiles as possible from blasé fashionistas, take pictures of them and share the images with its online community.

Friday morning: Hostess delivery to the target audience, made up of press, TV journalists, and important buyers at fashion, beauty and luxury brands, as well as in leading PR agencies.

Friday-Thursday: Outdoor poster campaign.

Sales results for the travel version are still unavailable as the launch is too recent.

Advertising benefit: +30% on the objective for the preceding two issues.