MAD is the social-only video brand launched by Le Figaro’s women’s magazine Madame Figaro last April.

The vertical, which hopes to capture the eyeballs of fashion-addict millennials, hosts several catchy video series which all use distinctive and flashy identities but usually do not last more than 2 minutes. The videos are very well produced and fit the Instagram mold perfectly.

And despite the obvious inspiration taken from French fashion journalists Marc Beaugé and Loic Prigent, MAD shades a refreshing light on fashion news (and social storytelling). Interestingly, the brand was designed for a unisex audience.

The project was led by the creative agency Social & Stories, acquired last year by Le Figaro.

[Disclaimer: I currently work for Le Figaro, but was not involved on this project.]

Leave a Reply

Your email address will not be published.