We have adverts on cola bottles (iLove magazine), on conveyor belts in a grocery store and even a peephole concept by Papa John’s pizzas. However, ‘Grazia’ certainly takes the cake for the most effective and innovative advert idea for a magazine. Simple though it may sound, using a drop-dead gorgeous model at the London Fashion Week as an advertising medium (apart from selling fashion trends, of course!) is something most people wouldn’t conceive. However, one cannot debate its potential to induce curiosity, capture attention and ultimately, sell the brand! Kudos to Tom Sillars for putting his money where the eyeballs are.

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