Bon Appétit Hitting the Runways for Fashion Week | Adweek Bon Appétit Hitting the Runways for Fashion Week | Adweek
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Bon Appétit Hitting the Runways for Fashion Week

Publisher tries to fuse food, style with new program

Mario Batali | Photo by Ida Mae Astute/ABC via Getty Images

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Under new editor Adam Rapoport, Bon Appétit has embraced lifestyle topics like home, celebrity, and travel, all familiar territory for the epicurean magazine set. But fashion?

That’s the play the magazine will make during New York Fashion Week, with a program it’s dubbed Feast or Fashion. Celebrity chefs like Mario Batali will introduce new, Bon Appétit-branded menus at their restaurants, and a 40-page style guide will be distributed at Fashion Week events to promote the chefs and their restaurants for the post-show crowd. There will be private dinners, too, where designers like Lela Rose and Whit Pozgay will rub shoulders with culinary stars. The magazine said the program generated $1 million in new business.

That may seem like a stretch, but publisher Pamela Drucker Mann thinks it’s a natural fit. “This really has become a food culture,” she says. And she’s got the numbers to prove it: Ad pages are up 6 percent since she took over in January, and noncore clients including Hermes and CK Euphoria account for almost half that increase. 

Still, Condé Nast publishing director Bill Wackermann says Bon Appétit isn’t trying to become a fashion magazine—it’s just reflecting readers’ interests. “The new Bon Appétit under Adam is really a lifestyle magazine,” he says. “It talks about what’s happening in culture today, and what’s happening with chefs, and everything associated with that.”