3X BRANDS PROVING PRINT ISN’T DEAD

We’re living in a digital age, where AI is confused for reality and attention is fleeting due to the never-ending scroll. Micro trends, viral memes and momentary obsessions fly by us, dying out as quickly as they were born. Brands are buckling under the urgency of it all, asking themselves if anything really feels meaningful in this setting.

Enter print. A medium that predates the algorithm. Tangible, grounded and thoughtful. Brands have been quick to kick paper to the curb to chase the scroll, but now many are circling back – turning to print to create deeper, lasting connections with consumers.

The luxury sector is spearheading this shift towards a new (old) era of branding. Here are three standout brands that are redefining print for a modern audience.

CHANEL LAUNCH A NEW ARTS & CULTURE MAGAZINE

Chanel have entered the world of publishing with a bang, announcing the launch of a new biannual magazine dedicated to arts and culture. Titled Rencontres, the publication exists to champion creativity, heritage, and forward-thinking ideas.

Long transcending their role as a fashion label, Chanel has become a true cultural behemoth - and this move to paper only solidifies that. More than just reinforcing their place in culture, Rencontres introduces a marketing play that feels truly lasting: a paper-led work of art. With thoughtful design printed on a mix of tactile paper stocks, this offers a type of creativity and material richness that we just don’t get from pixels.

To celebrate the first issue, Chanel took over the Foreign Exchange News in London, hosting a stylish launch party in the luxury newsagents-cum-currency-exchange. The magazine will be carried by only 20 other bookstores worldwide.

ACNE PAPER CELEBRATE 20 YEARS WITH GLOBAL PRINT POP-UPS

Acne Studios is no stranger to the medium of print. The brand’s magazine, Acne Paper, has been in circulation for 20 years, and a celebratory issue has just been released to mark the milestone. Titled Golden, the issue is a visual feast - drenched in gold and brimming with fashion stories, interviews, and artworks, all themed around its namesake.

The editorial has hit the streets with a series of gold-clad magazine kiosks, popping up in Paris, Milan, Tokyo, New York and Shanghai. Acne Studios’ permanent locations have also been given the golden treatment, with the woman from the front cover of the issue now supersized across store windows. As part of the rollout, select issues contain a golden ticket, giving consumers the chance to win an archival edition of Acne Paper. This play reflects how print and physical experience can intertwine, allowing brands to connect with culture and tell their story in richer, more dimensional ways.

LOEWE MARK 10 YEARS OF THE PUZZLE BAG WITH PRINT MAGAZINE

As one of the hottest brands in the world for the past few years (according to Lyst’s Index), LOEWE has set a trailblazing example for others to follow. The brand tells a consistent and visually compelling narrative across every touchpoint - activation, design, packaging, and, of course, print.

The LOEWE Magazine is a quarterly publication that again explores the intersection of fashion, art, and culture (there’s a theme here!), serving as a collectible art object. The house recently released Issue 7, using it as a platform to celebrate the 10th anniversary of the iconic LOEWE Puzzle bag. The issue reflects on the product’s impact and evolution over the past decade through a creative, storytelling lens.

A work of art in itself, the issue has been splashed across social media feeds, alongside various physical activations that have brought the pages to life. LOEWE staged pop-up events in key cities, including a themed space at DONUT DISTURB, a fashion-forward café in Bangkok.

As is often the case in culture, fashion brands are the vanguard. Using print, they are challenging the digital age and establishing themselves as enduring tastemakers through these collectible art forms. Will other sectors now follow suit in a bid to build lasting legacies?

Words by Ella Palmer, Culture.

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