Italian Harper’s Bazaar Aims to Become Fashion’s TV Broadcast

MILAN — Harper’s Bazaar is making its debut in Italy, but don’t expect the average glossy publication or regular fashion coverage. Hearst has bigger ambitions for the brand, in line with today’s digitalized media landscape. Officially launching on Feb. 20 during Milan Fashion Week, Italy’s Bazaar will focus on a digital-first platform called Bazaar TV, which will be flanked by a web site and social media. The media company said it plans to unveil a print edition after building on the appeal of the digital format. During an interview at Hearst’s Italian headquarters in Milan, Bazaar Italia’s editor in chief Alan Prada shared his and the media company’s vision for the fashion title. “We’re first and foremost debuting a brand on the market and I believe this is the most current thing to do. The project takes off leveraging everything but the magazine, banking on the tools and platforms that typically surround it. They’ve somewhat become the heart of an editorial brand,” said Prada, the former deputy editor in chief at Condé Nast-owned Vogue Italia, who was appointed to the editor in chief role at Bazaar last July. He said the Italian edition is also unique from an international standpoint, noting Hearst sees it

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