Fashion mags are constantly criticized for featuring unnaturally thin models in their pages, but one Conde Nast pub is battling the food-phobic image with an unexpected marketing tie-up.
Glamour magazine and Krispy Kreme are teaming up in the U.K. on Glamour-branded donuts that will be sold in Tesco stores, Krispy Kreme locations and other food retailers. The donuts, which come in a strawberry or orange glaze, will hit shelves at the end of August and will be available until early October. The timing intentionally coincides with London Fashion Week.
"The two brands have developed a bespoke treat creating a positive association between fashion and food," said a statement from the companies.
"Stylish and delicious treats to keep the Glamour team going in between shows is essential," Glamour editor Jo Elvin said in the statement. "Following extensive taste tests the Glamour Glaze is one of our must-have Fashion Week accessories!"
Last time we checked, stylistas weren't really the first to appreciate treats like a 340-calorie devil's food cake donut and 410 calorie honey buns, but maybe times are a-changing?
A single Glamour donut will run the equivalent of $2.23 (converted from pounds), and you can get each of the orange and strawberry flavors in a classic assorted dozen box, which is a relative bargain at $15.63.
The two unlikely partners have teamed up for a marketing push once before, earlier this year when Krispy Kreme created a donut with a shiny lip-gloss-inspired icing. As part of this deal, Glamour has agreed to support Krispy Kreme "with editorial content placement, and promotion through social media channels." There will also be Krispy Kreme-branded photo booths cropping up in major retail outlets during London Fashion Week.