After more than 20 years Marie Claire is celebrating its comeback on the German market - with a modern twist. The traditional brand, which originally comes from France, launched at the end of 2024 with a digital platform and a print edition in coffee-table format. With a print run of 50,000 copies and a retail price of nine euros, the magazine is aimed at discerning readers who value high-quality content and design.
Back to the reportage magazine for women
The realignment of the magazine in Germany is under the creative direction of Werner Mink. There were no design guidelines, he says, but the clear brand identity of Marie Claire. "A magazine for women who appreciate valuable and beautiful things - let's call them luxury brands - and are also interested in political and social issues," he says, describing the target group. Marie Claire has always been more than just a lifestyle magazine: "It's not for nothing that the Marie Claire claim used to be 'The reportage magazine for women'." This character had to be interpreted in a modern way for the German market. Mink came up with a layout that combines opposites: "A serious, straightforward design with luxurious accents such as white space and an unusual page composition."
Typography is more than just a design element
He paid particular attention to the typography. "An ultra-narrow Helvetica meets a very feminine serif font. Extreme differences in the size of the elements lend the pages additional tension." This variety is in line with the concept of "modern femininity", which is intended to be neither saccharine nor overloaded, but artistic and cool. For Mink, typography is more than just a design element: "We are experiencing a veritable typo explosion, which can also be seen in the fact that new boutique type foundries are constantly being created." He draws his inspiration from international exchange - especially how other countries are picking up on the Marie Claire DNA.
Emphasize the strength of print
At a time when digital platforms dominate, Marie Claire is consciously relying on the strength of print. Mink describes the printed edition as a "rewarding experience" for readers who opt for premium journalism and design. "I find browsing more valuable than scrolling," he says, "and the curated selection of topics seems more considered and valuable than the endless flood of topics online." Reader feedback confirms the relevance of the return. Whether loyal or new fans of the brand, many are enthusiastic about the attitude that Marie Claire embodies and praised the visual realization. "A magazine with the 'Marie Claire attitude' fits in perfectly with the times," says Mink, summarizing the response. With a bold design, well thought-out typography and a focus on sophisticated content, Marie Claire shows that print not only survives, but can also set new standards - a strong signal for the German magazine market.
You can find the article in the current issue, the Grafikmagazin 01.25 "Typography"
To the portfolio of Werner Mink
You can order the Marie Claire here
