Editor's Desk: Anna Thomas-Ismond, Rococo

Laura Davies, prweek.com, 09 June 2009, 5:28pm

Twenty-two year-old editor of free fashion magazine, launched in association with the Prince's Trust, talks to PRWeek about the daunting task of launching in a recession

Anna Thomas-Ismond: Rococo editor

What is the magazine all about?
Rococo is a new free magazine showcasing the best fashion talent – from designers and brands to stylists, photographers and writers.

Who will read it?
Young, urban women who lead opinion, set trends and know fashion.

Rococo is a collaboration with the Prince’s Trust. How did that come about?
I had worked at Grazia, Liberty and Aquascutum, and decided to pitch my idea to the Prince’s Trust in 2007. The funding came through in 2008 – I am now only 22 – and here we are.

How will you get people to take the title seriously?
The quality of the magazine should speak for itself: we do celebrate young talent, but we also feature established names.

Where will it be available?
It will be distributed primarily in London, Leeds, Birmingham, Manchester and Brighton, in venues such as Selfridges, Harvey Nichols, Harrods, Borders, spas, boutiques and members clubs. There will also be street distribution.

Rococo launch issue Is it wise to launch in a recession?
Absolutely. Circulations of many paid-for titles are falling, while free magazines have been accepted by both readers and advertisers. So far, there has not been a stunning free coffee table fashion title, so there is space for Rococo in the current climate. Now, more than ever, we all need a bit of extra glamour and escapism that great fashion offers.

Any particular celebrities that fit the title?
Our first cover star is singer VV Brown – she epitomises the spirit of the magazine. But we are not a ‘celeb gossip’ title.

How can PROs work with Rococo?
We are always open to new launches, news and interviewing interesting people. Just drop us a line – we want to hear it first. We’re looking for press releases, samples, products and great ideas.

Media must-haves:
I can’t live without Harper’s Bazaar and Dazed & Confused.

Contact anna@rococomagazine.com
Launch date 15 June