8 ways newspapers are making a stylish statement in the fashion world

Instead of wrestling with social media algorithms, savvy fashion brands are keeping it real with newspapers to get their message across. From eye-catching campaign props to QR code-connected catalogues, the tactile format makes a stylish statement in the digital age.

Below, see 8 ways trendsetters like Fred Perry, Oliver Peoples and Puma are harnessing the power of print and making newspapers a must-have accessory.

Prop goals

Our digital broadsheet got to kick it with Thierry Henry (and some handsome goats) in this campaign from The Art of Football and Puma. The newspaper went hand-in-hand with the vintage feel of the collection, which celebrated footballing heritage. 

Available from 1 copy, our digitally printed newspapers can be a game-changing prop for your marketing imagery.

Connected catalogue

Womenswear label JOSEPH used our broadsheets in tandem with a digital campaign to boost customer engagement. The 20-page lookbook showcases a new collection with large-scale imagery and readers can then follow a QR code to take an onliner video tour of JOSEPH’s atelier in Paris. According to JOSEPH's Communications Director, Michelle Cook, the newspaper led to a 34% increase in visits to their online campaign!

Seeing stars

Ready for a close-up! Oliver Peoples, the eyewear brand known for its timeless frames, used our digital tabloids to bring a Hollywood-inspired catalogue to life. Premium 80gsm bright paper lends the catalogue a more luxurious feel - a perfect fit for a campaign evoking the glamour of the Golden Age of film.

Style memo

Jakke, a womenswear brand known for colorful faux fur and vegan leather, made headlines at London Fashion Week with our digital broadsheets. Influencers were captured striking a pose, engrossed in the big news of the day:

Beyond being eye-catching, the newspapers helped set the scene for the collection, which was inspired by the 1996 film The Associate and shown in a retro office setting complete with retro computers, corded phones and photocopiers.

Fresh fashion

Fred Perry keeps up with their “fast-moving, fashion-focused audience” with help from a traditional tabloid, designed by creative agency Studio Small. Since 2018, they’ve produced a quarterly catalogue inspired by the lo-fi feel of self-published zines and the "golden era" of magazines like NME.

"The newspaper is a super cost-effective way to do mass print in an age of digital,” says Studio Small. “It's enticing to look at but not too precious — customers feel comfortable picking it up and reading it."

Shoe show

Newspapers aren't just for catalogues - vegan sneaker brand SAYE turned our digital broadsheets into wallpaper for an immersive pop-up experience in Barcelona:

They also used the newspapers as gift wrap for their shoeboxes, adding an extra layer of sustainable charm to the customer experience. Copies were available for a good old-fashioned reading experience, too, and visitors could flip through them to learn more about SAYE’s unique materials and manufacturing process.

Oversized outfits

Seattle-based outfitter Filson magnified their collection of flannels, fleeces and rugged apparel in this oversized broadsheet lookbook. Each spread unfolds to measure 500mm, creating a visually striking catalogue that speaks to the larger-than-life attitude of their adventurous customers.

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