Swarovski hires Conde Nast to produce branded magazine Salt as it gets serious about content

Salt magazine

Condé Nast has partnered with Swarovski to produce a bi-annual glossy print magazine, Salt, as part of the jewellery brand’s move into content creation.

Last month, Swarovski appointed content agency Somethin' Else to develop and implement its content and social strategy, as part of the brand's ambitions to up the ante with content.

In a move that shows the brand is serious about content, the jewellery brand is launching a Swarovski-branded magazine under Conde Nast’s direction, at the premium price of £5.99.

Salt has been conceived by Conde Nast’s editor-in-chief Darius Sanai, with ex-Vogue fashion features director Harriet Quick acting as editor, and Kate Law, formerly of i-D and British Vogue, serving as art director. They will fill these roles in addition to their current jobs. Conde will also put forward some of its writers to contribute towards to copy of the magazine, it said.

Editorial will cover fashion, design, jewellery and style, inspired by Swarovski, their partners and their collaborations worldwide.

Salt will be first published in August by the Condé Nast Contract Publishing Division, and will be available in English, Mandarin and Japanese editions. The second issue is set for release in February 2017.

It will be distributed in the US, UK, Europe, China, Japan and South East Asia to Swarovski clients via a mail-out done by the brand. It will not available in stores, but will available to buy at selected newsstands in London, China, USA, Paris, Japan, Hong Kong and Australia. These were chosen by Conde Nast in agreement with distribution company COMAG.

Salt will also be available online as an e-magazine on Swarovski’s own channels.

It will be branded as a Conde Nast publication, but will act as a standalone magazine rather than a supplement. Conde Nast will use the platform to promote their owned products through the occasional ad placements in the magazine.

When asked on the marketing strategy for Salt, a spokesperson from Conde Nast said there is “none as such to share yet”.

The pitch was handled directly between Conde Nast and Swarovski. Conde Nast refused to comment on how much the pitch was worth.

Darius Sanai, editor-in-chief, said: “Our launch issue of Salt is a beautiful, captivating, editorially-driven magazine with a real edge, and we hope we can dazzle readers even more with the spirit and breadth of the Swarovski brand, as interpreted by Condé Nast editors, creatives and writers, in years to come.”

Nadja Swarovski, member of the Swarovski Executive Board, said, “We are thrilled to relaunch Salt magazine with Condé Nast. The bold creativity and editorial direction of the Condé Nast team will invigorate Salt and create an interesting and striking publication. We look forward to developing our new partnership and producing a beautiful magazine.”

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