To celebrate a major rebranding, Elle turned from glassy pages to a woven material

Elle UK is making a big bang out of its major redesign with five covers to choose from for their September 2016 issue. September is an important month in the fashion calendar as it is when the industry celebrates a new year and when magazines double or triple their page numbers in excitement. One redesigned magazine cover that’s unlike anything in recent memory is one bound by fabric and embroidered to boot.

Made by bespoke embroiderer Hawthorne & Heaney, the ELLE cover is in a white fabric, with the title boldly lifted with thread. The centerpiece is a tag embroidered with the words “NOW WHAT?”, hinting at the magazine's major redesign but probably also to the prevailing identity crisis of print in the internet age.

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