Marie Claire asks readers to “zip down” its August issue sponsored by Guess

Marie Claire dedicates its August issue to denim and re-imagines its cover as jeans. The issue with a special cover will be available exclusively to 800,000 subscribers. The first thing they will see after “unzipping” the cover is a wallpaper with Guess logos on it.

The newsstand version hasn’t got any interactivity—it features Zoe Saldana wearing denim. It’s not the first time the magazine re-imagines the format of its cover—in May, they released an issue that featured fold-out “origami” cover revealing five celebrity’s faces.

“We wanted something interactive off the cover that would create a new experience for our audience but also play into the denim theme,” commented Nancy Berger Cardone, VP, publisher and chief revenue officer of Marie Claire, to AdAge. “Creating the reveal of the cover through the denim zipper seemed perfect. Advertisers love being attached to something that’s innovative and out of the box. It was high recall, high engagement.”