InStyle

InStyle in two words? Happy glamour! That’s how Editor-in-Chief Sophie Grützner describes the fashion and lifestyle brand.

Early on, InStyle recognized how to manage not only a successful magazine, but also a cross-media brand. Today, InStyle is one of the most versatile brands in the German media landscape: In addition to the main magazine, which is published twelve times a year, five line extensions expand the InStyle world. With InStyle.de and social media presences on Instagram, Facebook, TikTok, and Pinterest, the brand is also ideally positioned online. But that’s not all! InStyle is growing steadily in the e-commerce sector, and various event formats inspire customers and high-reach multipliers alike.

In BCN’s short questionnaire, Sophie Grützner and Bianka Morgen (Editor-in-Chief of InStyle Digital) reveal more about the brand and what advertisers can look forward to next year.

Sophie Grützner: “InStyle is the ‘original star fashion magazine’. We, for the first time, put stars on the cover instead of models. Even today, our fashion spreads feature well-known faces, almost exlusively: from Sofia Richie Grainge to Olivia Palermo, Heidi Klum to Hannah Herzsprung and Iris Berben, who charge the magazine with emotion in a special way. InStyle shows how the stars dress, wear make-up, and live – and reveals how readers can translate this into their own lives. Our mix-and-match philosophy is an equally strong part of our DNA: we mix high-street labels with mid-price brands and luxury designers, with our typical InStyle fashion service giving our readers styling instructions. From fashion and beauty to lifestyle and exciting personalities – InStyle always anticipates the zeitgeist and knows what will be trendy tomorrow.”

Sophie Grützner: “We reach many different target groups with InStyle and its line extensions. The main magazine appeals to well-off women with a high level of education who are interested in our three main pillars: fashion, beauty, and lifestyle. Mini & Me is geared to mothers with children through age ten, Men adresses trend-conscious men, and the Social Star Issue caters to the Instagram generation. We reach fans of beauty and wellbeing with our Beauty line extension, and fitness enthusiasts with Sport. Next year, we want to close the gap between Mini & Me and InStyle and get the generation of 12- to 27-year-olds excited about the InStyle brand – with InStyle Gen Z. As always, we approach this line extension as more than a print magazine. We are accompanying the project with additional TikTok content and a video podcast.”

Bianka Morgen: “For InStyle.de, 2024 was our most successful year to date! We remain true to our brand essence. InStyle.de is a digital ‘shopping bible’: As in the magazine, we show the hottest trends and curate the most gorgeous pieces. On top of this, InStyle.de makes the products and brands directly shoppable. This is a service our users really appreciate. In 2025, we want to further expand the topic of e-commerce – with an app, a newsletter, and social media.”