Undressing Magazine Covers
Karl Lagerfeld shot his current muse, the young Baptiste Giabiconi, for the cover and for a 27-page feature inside the magazine that was shot in paris, Rome and other European cities.
The cover shows Baptiste dressed in Dior Homme; however, the upper layer can be peeled off to reveal him undressed.
Implications - This is definitely an edgy and risque marketing method that is guaranteed to get noticed by fashionistas worldwide. Interactive magazine covers are not so common in the marketplace, and this one is definitely sizzlin' hot.