State of Lux

Bold color may have been the new black on spring runways, but when it comes to the influx of designers creating branded content on the Web, editorial is the new advertising.

“We’re publishing content in an authentic way, and if it’s increasing our brand awareness, then it could be defined as advertising. It’s a new way of communicating with consumers,” Miki Berardelli, chief marketing officer at Tory Burch, said of the changing definition of advertising. “It’s taking an editorial approach to telling your brand story, and the social-media space just lends itself so beautifully to that combination.”

Editorial-style content from brands is nothing new — it’s just become a more integral part of marketing in the social era and a fresh way for a company to position itself. And, as magazines cut staff or shutter altogether, the new editorial focus of fashion brands is providing a soft — and sometimes lucrative — landing spot for journalists and editors.

There’s only one hitch: branded editorial content from the likes of Ralph Lauren, LVMH Moët Hennessy Louis Vuitton’s Nowness, A|X Armani Exchange, Diane von Furstenberg, Tory Burch, Donna Karan and Juicy Couture — as well as retailers such as Gilt Groupe, Club Monaco, Barneys New York, Saks Fifth Avenue, Topshop, Net-a-Porter and Urban Outfitters — is, naturally, branded. The more fashion firms and retailers push into “editorial,” the greater the debate gets over that age-old dilemma: what is the line between editorial, advertising and advertorial?

Read the full story at WWD