Canadian supermodel Coco Rocha stars in 35 unique cover art combinations

A Canadian first, FASHION Magazine showcases supermodel Coco Rocha looking fierce on not one, but five different cover images for its April 2017 issue.

Featuring a unique five-cover perforated “flip book” approach, the interactive issue allows readers to play with the cover and customize their favourite look on Coco Rocha for up to 35 unique combinations. Celebrity makeup artist for L’Oréal Paris USA Sir John Barnett worked with FASHION’s Beauty Director, Lesa Hannah, to curate and execute each of Rocha’s unique and on-trend beauty looks.

“This is a great example of two brands coming together to create an exceptional content collaboration that provides surprise and delight for our audiences across all platforms,” says Jacqueline Loch, Vice-President & Group Publisher, Women’s Brands at St. Joseph Communications. “L’Oréal Paris is a wonderful partner and a true innovator in beauty. They are the perfect brand for an editorial integration of this scale, embracing our vision while enabling us to bring the concept to life.”

Rocha—a noted chameleon—brought each look to life, illustrating a different mood for each portrait. The looks are featured on the cover execution and in the 10-page fashion and beauty feature in print as well as in a behind-the-scenes video. The live cover shoot was captured on social media via Instagram, Facebook Live and Twitter, leveraging FASHION’s 2.6 million social media audience and Coco Rocha’s 1.1 million Instagram followers.

“The cover and the issue theme is grounded in the concept of ‘IRL vs. URL,’ a narrative on the In Real Life moments we experience versus our digital dreams,” says Noreen Flanagan, Editor-in Chief, FASHION. “Understanding how and when our IRL and URL lives intersect — or don’t — is the inspiration for this issue.”

The interactive cover pays tribute to this idea via its unique ability to be manipulated based on the reader’s preferences. The issue also takes readers beyond the page with video features that drive to how-to makeup tutorials with Sir John from the photo shoot. “We want to invite our readers to have some fun and celebrate the joy of beauty, and we wanted to create a memorable real-life experience,” says Flanagan. The April cover challenges readers to have their own faceoff with Rocha and post their favourite combination on Instagram with the tag #FMIRLvsURL.

The April issue of FASHION Magazine features photography by Owen Bruce and styling by George Antonopoulos. The print edition of FASHION’s April issue hits newsstands in Canada on March 13 and at select Barnes & Noble locations in the U.S. on March 28. For the full story and behind-the-scenes content from the April 2017 issue, please visit fashionmagazine.com.