Shoo swaps travel for designer bags

Shoo, the upmarket style magazine dedicated to shoes, has had an overhaul following the appointment of a new edito, writes Ruth Addicott.

Robina Dam took over from Shoo founding editor Carmen Bruegmann when she left in December to become acting deputy editor of Cosmopolitan.

Ahead of Shoo’s first birthday celebrations this month, Dam has introduced four new sections and widened the magazine’s remit to include designer handbags and jewellery, as well as shoes. A new Editor’s Choice section has been added to highlight the biggest trends of the season. Dam has dropped the travel pages and introduced more still-life photography.

The next issue also features the launch of Man About Town, Sole to Sole and Luxe de Luxe sections, showcasing the latest styles.

Dam said the idea behind the changes was to capitalise on the growth at the luxury end of the market. “We want to do what the other glossies are not doing. There are lots of fashion magazines that do high street fashion, so we have got an opportunity to focus on the luxury high end of the market,” she told Press Gazette.

Dam said she hoped to consolidate Shoo’s position in the UK before expanding overseas. There are plans to increase the distribution further in cities such as New York, Milan and Paris.

Prior to Shoo, Dam was a feature writer on the Daily Mail’s Femail section.

Shoo has also appointed a new art director, Jennie Eccleston, who previously worked with Dam on The Sunday Times Magazine, where Dam edited a monthly London section.

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