Spotlight on the Speaker | Farrah Storr, Editor-in-Chief of ELLE UK: How to create a luxury brand with Heart

Next week sees the launch of the inaugural Walpole Festival of Luxury Marketing: our week-long online exploration of the luxury landscape in the wake of the momentous, societal-changing, events of 2020.

The Festival opens with a rallying cry from Farrah Storr, award-winning Editor-in-Chief of ELLE UK, social mobility commissioner and author of The Discomfort Zone. Farrah, in conversation with Walpole’s CEO Helen Brocklebank, will discuss how to build a luxury brand with heart – an ambition she has poured into her first year at the helm of ELLE UK, the world’s leading authority on fashion and style.

The Festival opens with a rallying cry from Farrah Storr, award-winning Editor-in-Chief of ELLE UK, social mobility commissioner and author of The Discomfort Zone. Farrah, in conversation with Walpole’s CEO Helen Brocklebank, will discuss how to build a luxury brand with heart – an ambition she has poured into her first year at the helm of ELLE UK, the world’s leading authority on fashion and style.

To mark their commitment in supporting the next generation, Farrah and her team undertook a major campaign with The Social Mobility Commission and worked with 12 students from some of the UK’s most disadvantaged areas (all of whom were paid a junior freelancer’s fee) to find the next generation of creative talent with its first ever mentoring scheme in the landmark September 2020 issue. These students were mentored by the ELLE team to get an understanding of the process, whilst contributing ideas across everything from the creative direction of shoots, fashion styling, drafting headlines and attending the cover shoot with the supermodel and mental-health activist Adwoa Aboah (via Zoom, of course).

As well as creating a must-read edition, the aim of the endeavour was very much for ELLE UK to encourage and open its doors to students across the UK reinforcing the message that a career in media and fashion is possible – regardless of background.

It is certainly not the first time Farrah has championed social mobility during her years at Hearst (Farrah was previously launch editor of Women’s Health and editor of Cosmopolitan), being instrumental in introducing a scholarship programme, which now runs across Hearst, offering paid internships (plus accommodation and travel) to students who would otherwise not have the opportunity.

With today’s social reckoning looking at inclusion in a new light, initiatives such as these are gaining significant traction with both employees and luxury consumers – and there are plenty of lessons that can be learnt from how Farrah has put social mobility, diversity, and conscience at the heart of ELLE. To discover Farrah’s vision for this new media world, secure your ticket to the Festival now.