At the end of May, printing house BurdaVerlag launched a new magazine titled “InStyle GenZ,” once again expanding its portfolio: The line extension of InStyle, conceptualized exclusively for the German market, is now available in stores. InStyle GenZ has a print volume of 95,000. The cover of the first issue features American superstar Sabrina Carpenter.
“Gen Z is both feared and coveted by marketers – demanding, digital-first, and extremely selective when it comes to brand loyalty. They are widely seen as out of reach for traditional media. We don’t see it that way. With InStyle GenZ, we are proving that print can be relevant among this target group, especially now. Trends like #BookTok show how young people appreciate hands-on experiences and well-curated content. Print stands for substance and quality, and creates trust in a media world driven by algorithms. InStyle GenZ is not just a magazine – it’s a lifestyle statement,” asserts Elfi Langefeld, CPO and Brand Director Lifestyle BurdaVerlag.
What’s new is that the editorial team at InStyle GenZ now features five prominent Gen Z-ers supporting the team in terms of content. The print magazine is also accompanied by a video podcast “Come sit with us,” appearing on Spotify, YouTube, and the InStyle(GenZ) TikTok channel Thursdays, acting as a digital extension of the magazine. The two co-hosts, Angela Gundolf, Lead Social Media Manager InStyle Germany, and Naomi de Oliveira, cover the issues that matter to Gen Z now, featuring conversations with (well-known) Gen Z-ers.
Gen Z idols from fashion, beauty, and lifestyle
Aimed at teens and young adults aged 13 to 28, InStyle GenZ dedicates 116 pages to the issues and trends that shape this generation’s world. From the cover star, to the visual design, the stars in the magazine, all the way to the interviewees – it’s all tailored to Gen Z. The contents focus on fashion, beauty, and lifestyle.
“In my 20 years as a journalist, this has been one of the most enjoyable projects I’ve helped conceptualize. We’ve expanded the editorial team to include Gen Z-ers like Laura Abla. This expertise combined resulted in a magazine filled with fashion trends, beauty hacks, an exclusive fashion feature with popstar Zoe Wees, an interview with music icon Olivia Rodrigo, and a very personal conversation with American actress and activist Angelica Ross about trans visibility,” asserts Sophie Grützner, Editor-in-Chief, InStyle Germany.
Young generation appreciates hands-on experiences
But is it really possible to reach Gen Z, a generation that grew up online, with a print magazine? Elfi Langefeld says yes. “InStyle GenZ stands out visually, features relevant content, and reflects more mindful media consumption. We have managed a hybrid brand experience that combines the strengths of print and digital in a smart way.”
Yours,
Knud Wassermann,
Editor-in-Chief "Graphische Revue"