Pulp
Founder of the French review ICONOfly, Olivia Bransbourg belongs to the category of people who want to explore beyond the traditional landscape of French luxury publishing.
That is why she has created a different type of publication that puts fashion accessories – such as travel bags, glasses, watches and boots – in touch with art and culture.
Each issue is sponsored by luxury brands that know they can rely on the review’s avant-garde approach. Every subject is explored through a range of creative approaches such as poems, texts, photographs, illustrations, etc...
ICONOfly is distributed internationally throughout selected luxury stores
around the world.
How did the idea of Iconofly come up? Did the magazine come first, with other activities following suit?
During 8 years, I worked for museums, galleries and artists, in France, Germany and England. I used to travel extensively and during this time was dreaming up a small format magazine that would be easy to handle and not heavy to carry, that did not use «evident» advertising and in which I could discover and display original and artistic content.
ICONOfly’s first issue was published in summer 2006 and was devoted to the traveller’s bag – its history, manufacturing and artistic metamorphosis. At the time of the second issue (Diary of a Watch), luxury groups and brands began to approach us to develop specific content and commission artists to create original works for their own communication purposes. This was also the case for issues 3 (diary of Eyewear) and 4 (diary of Boots), which has just come out.
The launch of each issue is also the opportunity to create specific events, with exhibitions of all artworks and the presentation of limited editions, each time sponsored by brands.
What are Iconofly's activities in brand communication?
ICONOfly promotes a new art of communication. We bring together various specialists and artists in order to offer unique stories and original artworks to our partner brands, thereby arousing the imagination. More concretely, some examples of what we have done in recent months are as follow:
- creation of limited editions (the first watchcase with Goyard, a traveller’s pouch with Dognin and upcoming – although still confidential – object realised in an limited edition by John Lobb for ICONOfly)
- commissioning of a novel from French writer Marie Desplechin for Sergio Rossi
- commissioning of a video from French artist Cecile Paris for Salvatore Ferragamo
- features reporting all the different steps involved in the making of tailor-made accessories (glasses by Alain Mikli and boots by John Lobb)
- sponsorship of events where brands can display their own collections (Persol for the launch of the Eyewear Issue - Ferragamo for the launch of the Boots issue).
Have you noticed any recent big trends in the communication market? (i.e. something that is different from the usual advertisements on a billboard, or in a magazine, or in a commercial on TV?)
We have observed that more and more, luxury brands are developing collaborations with artists: Chanel & Mobile Art, Hermès & the H Box, Louis Vuitton & Richard Prince...
They are also looking for differentiated content that explores new imaginary territorities: for example the short film «Room Service» for Dom Perignon.
What is the next issue about? When will it be released?
We are currently working on three different themes: perfume, jewellery and scarves. The final choice will be a matter of inspiration, to be revealed this autumn. Keep your eyes open!
For you, what is the newest essential accessory?
The one that makes you feel unique.
Chicken or Beef?
For lunch or for dinner?