Jabong Launches a Fresh Fashion Magazine Called ‘The Juice’
Jabong.com launched a monthly magazine called The Juice. It is available for free to anyone and everyone who may be interested in learning about contemporary fashion and lifestyle trends. Mainly run by Pearl Shah, former head fashion stylist at Marie Claire India (before its unfortunate demise) and Aradhana Baruah, ex-head stylist at Cosmopolitan India.
It’s exciting to see two very talented people coming together to give shape to Jabong’s new venture in fashion publishing. The Juice seems to be quite promising and may have a lot in store for the future.
Its fascinating to see a print magazine being offered for free in today’s digital age and that this fact does not make its makers nervous at all. Not to mention that its parent company is a online retail portal that offers the “attractive handy little book” as a fun-filled guide for young fashion enthusiasts looking to entertain themselves with what’s current and upcoming. Jabong claims that the magazine transcends the conventional norms in design. It also aims to have a digital edition of The Juice up on its site.
Interestingly, this launch has made Jabong the first Indian fashion retail company to earn its place among the top-notch international brands abroad such as Topshop, ASOS and H&M, who all offer their own magazines free of charge.
Another advantage this new magazine has is that it does not need to follow a format set by a parent company. Indian newsstands are filled with Indian-versions of International names. Harper’s Bazaar, Vogue, Grazia Cosmopolitian, and Elle all have had to follow guidelines set by their International parents. The team working on The Juice had no such contraints, they are free to do as they please. This makes the magazine a young and refreshing change from the rest.
Its jam-packed with reader-friendly content aimed to make current trends in vogue more accessible and approachable to its audience, while keeping them up-to-date with fashion, beauty, trends, travel and pop culture.
The inaugural issue of The Juice was launched in April this year. It featured the Bollywood actress Kalki Koechlin on its cover, who is seen confidently clad in a vibrant crop top with a cool pair of light-blue denim shorts. The cover reflects today’s Indian woman who is not afraid to assert her identity and is quite keen on translating her thoughts and aspirations through dressing and styling herself as she pleases.
“Kalki, to me, represents the new-age Indian woman who is well-spoken, thinks for herself and is not afraid to speak her mind. She has a distinct sense of style that is completely her own. She is everything the young Indian woman is.”
The summer-themed edition of the magazine subtly talks to the youth by touching on diverse subjects like surf-boarding as a sub-culture in India, things to remember while voting, summer internships for young students and a photo essay as a visual treat.
Jabong’s new endeavor in fashion content publishing through The Juice has an interesting circulation model. It is being made available to the target audience through Café Coffee Day outlets and airport lounges. Think about sipping your favorite brew while flipping through The Juice. Pure bliss!
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