Icon has arrived in Switzerland
On June 25 and 26, Axel Springer celebrated the launch of the German style magazine *Icon* in Switzerland. To mark the occasion, Thomas Garms, managing director of the publishing house, and *Bilanz* lifestyle expert Pierre-André Schmitt spoke at the Grieder Bar in Zurich about the content of *Icon* and the collaboration between the two editorial teams.
Icon is very broad in its subject matter," says Icon co-editor-in-chief Pierre-André Schmitt. The magazine is not just about a small style section. It is also not just about presenting objects or products. The aim is to give tips on what to wear, but not to talk about it flatly. Rather, the focus is on everything that incorporates the following quote: "Luxury is when desire is greater than reason." As lifestyle has long since ceased to be a national issue, international topics can be complemented very well with Swiss stories in Icon, says Schmitt, explaining the cooperation between the Icon editorial teams in Germany and Switzerland. For example, the magazine offers an internationally oriented platform for the fashion sector, but at the same time small Swiss labels should also be included, says Schmitt. "Size is not the criterion, but whether there is an interesting story behind it." Because lifestyle is an important area, emphasizes Schmitt, and this also has its significance. That's why the texts in Icon are also written in detail and well researched. When writing about a cosmetic product, for example, there is a clear requirement to test it yourself.
"The ideal addition"
As a supplement to Bilanz and Handelszeitung, Icon is the ideal addition, says Garms. Now there should also be something more for the female readership. Icon replaces the lifestyle magazine First. The advantages of the change are obvious: "Icon is an established brand. The magazine is well-known among its customers, all the international fashion brands," explains Garms. In addition, content that has already been created can be used. In concrete terms, this means that elaborate photo productions do not have to be done again separately for the Swiss edition. Some of the textual content can also be taken over, supplemented by our own Swiss stories. In addition to relatively detailed texts, illustration is a major theme at Icon. The format of 260 mm × 365 mm is also not the usual magazine size. "The format is a statement," emphasizes Thomas Garms, Managing Director of Axel Springer Publishing. Icon is not a supplement for reading on the streetcar, rather the statement says: "Sophisticated lifestyle for sophisticated target groups."
Ursina mason
