British Vogue is teaming up with L'Oreal to celebrate women over 50 with a special edition publication titled the "Non-Issue Issue."
The publication, which was created by McCann London and McCann Paris on behalf of client L'Oreal Paris, is being included within the May edition of British Vogue, with Jane Fonda as its cover star alongside an interview. Other L’Oréal Paris ambassadors featured inside include Helen Mirren, Isabelle Adjani and make-up artist Val Garland.
McCann created the concept and name of the publication, contributed content and helped with digital amplification of the campaign. The agency says it was created "in direct response to women over 50 remaining conspicuous by their absence in the beauty and fashion industries, and the wider media landscape."
The magazine is available via digital download and newsstands, and features a QR code for readers to access behind the scenes content, including a making-of film, via Facebook Messenger.
Pierre-Emmanuel Angeloglou, global brand president of L’Oréal Paris, comments in a statement: “As a brand which has always championed and celebrated female empowerment at every age, it felt appropriate for us to join forces with one of the world’s most iconic fashion and beauty publications, British Vogue, in the shared belief that age is a “Non-Issue.” This collaboration is the first of its kind and hopefully a first step in a global movement that helps us to normalize the subject of ageing.”
Edward Enninful, Editor of British Vogue, adds: “I am pleased to feature Jane Fonda on the cover of this special edition 'Non-Issue' issue with L’Oréal alongside our May issue cover star, Kate Moss. British Vogue has never been solely about a person's ethnicity or gender. Age discrimination exists and this issue is dedicated to all the women who feel left behind by the beauty and fashion industries because of their age. Now is our moment to challenge the industry, together.”