I was conflicted in last week's episode of GIRLS. Not about Marnie and Ray's hookup fest but about Hannah Horvath's disdain for advertorials. I mean are advertorials that bad? I guess I don't even notice them when I read print magazines, so I can't fairly judge their journalistic quality (they're usually lists with tiny photos or a collage of products right?), but when it comes to digital brand content, the line between editorial and advertising blur much much more.
Credit: HBO/Craig Blankenhorn
In the last two years, there has been an exodus of Fashion Magazine Editors migrating to retailers like J.Crew, Artizia and Kate Spade to develop their brand content offering, which typically includes a blog or digital magazine and an active social media presence. I recently downloaded ASOS's Fashion Up app, which is a monthly interactive magazine filled with fashion editorial spreads, trend spotting, interviews and how-to tutorials.
If ASOS's Fashion Up app is the direction brand content is heading, then Hannah shouldn't be so down on herself for writing on behalf of brands. I mean her "stories" could fit so well for the handful of hipster brands targeting the Brooklyn-dwelling 20-something year old. I'm hoping in tonight's episode, Hannah gets herself together.