Media

What are the green choices that we can actually adopt every day? What actions can we take with others to safeguard the environment in which we live? These are the questions answered by Greenlife, the new issue of Donna Moderna, on newsstands from Thursday 14 October.

At the heart of the magazine is a 24-page special printed on 100% PEFC recycled paper, with first-hand accounts, advice and insights to discover how to make your lifestyle increasingly sustainable thanks to small and simple daily gestures.

It is need that also emerges from the survey conducted by the brand, in collaboration with BVA – Doxa and Mondadori Lab, which shows that Donna Moderna readers are increasingly likely to adopt virtuous behaviour. Among the most shared issues are attention to energy saving and separate waste disposal (64%), a reduction in the use of plastic (47%) and the purchase of organic and local products (33%).

These initiatives are part of the activities that the brand, a reference point in the women’s segment, has been pursuing with its community to make a concrete contribution to safeguarding the planet. A commitment that started with #BeeGreen, the participatory project with which Donna Moderna this year involved over 9 million readers and users, in sustainable actions with extraordinary results: over 200 tons of CO2 saved, and a home provided for over 1 million bees in Milan.

“We realised that what our readers want to leave to their children is not material goods, but a planet in better condition than they found it in. Our job is to provide inspiration and information, and at the same time record the good practices that the readers themselves introduce into their routines in such a way that an account of this changing lifestyle becomes a sort of collective novel,” said Annalisa Monfreda, editor of Donna Moderna.

The special issue
Featured on the cover of this special issue of Donna Moderna is Camila Raznovich, the presenter of the TV show Kilimanjaro who was selected by Donna Moderna for her green soul. Attentive to the environment, very wary of consumerism and a black belt of separating waste, Camila talks to Donna Moderna about her world of escapes into the green and music, of vintage shopping and recycling, as a house rule but also a question of love: “Care for the environment is a duty and the responsibility of all of us,” she tells the magazine.

Three main issues are developed in the pages of this special.
Starting with the story of the small gestures that we can adopt every day, with the testimonies of 27 women, journalists and readers, who reveal the conscious choices they have made to protect the environment, plus lots of advice on how to put them into practice.

And then there is an in-depth study dedicated to what we can actually do together with others to protect the planet. Extensive space is devoted to the phenomenon of girls and boys who have given life to projects and associations throughout Italy to safeguard the areas in which they live.

A map of Made in Italy excellence will highlight the many records that the country has achieved in terms of sustainability

A storytelling on green issues that the magazine will also develop on the brand’s website and social media channels, in which Greenlife issues will be developed and expanded. From stories to video reels to calls-to-action: content aimed at engaging the brand’s over 2.2 million fans and talking about the sustainable actions that we can adopt every day.

#BeeGreen Honey Day
Donna Moderna initiatives in favour of sustainability have also included the #BeeGreen Honey Day, a unique event, which took place at the Cascina Merlata last September 26, organised to coincide with the UpTown Green Week, and celebrate the honey production of over 1 million bees housed by Donna Moderna and underscore the concrete commitment of the brand and its community to the environment.

An activity that was also promoted through the project’s green ambassadors on their Instagram profiles.

Source: Nielsen Data Fusion Mar 2021
Source: Shareablee plus Tik Tok and Pinterest Insight, September 2021

The stage is set for “Natural Recall”, the latest edition of the Digital Festival dedicated to the home and conceived by CasaFacile, the Mondadori Group magazine edited by Francesca Magni.

Today sees the launch, on the brand’s Facebook and Instagram channels and website, of the CasaFacile Festival making its return after the great success of the first edition dedicated to the “Casa dei Sogni” (“Dreamhouse”), which in April involved a community of over 1 million fans with a reach of 27 million users and a total of 1.7 million video views (Source: Facebook, Instagram and website).

At the heart of the new edition of the Festival is the theme of nature and sustainability: until 30 October a programme of digital content, curated by designers, interiors bloggers, and CasaFacile architects and designers, together with partner companies, with many ideas, solutions and quality products to design and furnish your homes in harmony with the environment.

Every day, dozens of stories and videos to present to users, in new and fun formats, the infinite possibilities we have to improve our lives at home: from reviving an old fireplace in an eco-friendly way, to organising the kitchen to be able to use it while saving food, time and energy. As well as the best choices, from using natural fabrics to sanitising cleaning, which are increasingly important today.

“Our videos are a new way of proposing products and solutions to make the most of our homes. They are fun, are made by people who are not only professionals of digital content production, but who are able to interpret real needs, and therefore create a real sense of identification with both entertainment and rigorous practical content. And they also bring to digital the style of storytelling that we have every month in the print version of the magazine, thanks to which CasaFacile has Italy’s largest and most active community of home and furnishing enthusiasts.” said Francesca Magni, the editor of CasaFacile.

Natural Recall is an invitation to global well-being that starts from these issues and extends to include all kinds of products that can make life at home more pleasant, from those that add atmosphere and liveability to decorative details. But also, furnishings and green solutions that allow you to create a new relationship with the outside world. As well as the equipment you need to create your own home office or spaces dedicated to fitness and hobbies and ways to improve energy performance and comfortable heating.

The ‘green’ theme has been the leitmotif of a series of CasaFacile initiatives aimed at interpreting the needs of its community – which now has over 1.1 million fans, and grew in the first 8 months of the year by 18% compared with 2020 (Source: Shareablee and Pinterest) – for design that is increasingly in tune with nature, and which began with the September issue “Una casa in armonia con la natura” (“A house in harmony with nature”).

And completing this journey, the new issue of CasaFacile, dedicated to a home in harmony with yourself, is on newsstands from tomorrow, Tuesday 5 October.

In this special issue, extensive space is given to the kitchens, the heart of the house as envisaged by CasaFacile: starting from what the new models allow us to do in terms of space optimisation to combine ease of use, conviviality and cooking performance, with special attention to materials selected for sustainability, recyclability, resistance and ease of use.
There is also advice room by room, with a selection of products to create comfort including beds and bedding for a good sleep, and ideas and suggestions on how to organise different spaces, such as walk-in wardrobes.

Thanks to these initiatives, CasaFacile confirms its role as the point of reference for all furniture and lifestyle enthusiasts, with multimedia storytelling approach that engages the brand’s community, from the magazine to the website to social networks, with continuously growing results.

CasaFacile also confirms its position as the market leader in the mass-market monthly homes segment and an authoritative partner for its rising number of advertising clients, who are increasingly aware of the brand’s capacity to generate audience and stimulate interaction with its community.
The extraordinary results of the 2nd Natural Recall digital festival, which has grown compared with the previous edition in April, demonstrates the appeal of a magazine that is capable of creating authoritative content able to accommodate the tastes and needs of its followers. In the period January/October 2021, advertising revenues for CasaFacile (print and digital) rose by 30% compared with the previous year, thanks above all to the very strong input of digital, with leadership in terms of space in its reference segment confirmed at more than 55%.

Huge success for the INTERNI Creative Connections exhibition at the FuoriSalone 2021. From 4 to 19 September, the event recorded a total of over 180,000 visitors at the three main locations: the quads of the University of Milan, the Orto Botanico di Brera and – until 27 September – the Audi City Lab, for the first time in Via della Spiga 26.

The Mondadori Group magazine, edited by Gilda Bojardi invited leading Italian players from the design world, along with international architects and designers to translate into experimental installations the concepts of care, sustainability and mobility. With the contributions of 2 co-producers (Audi and Eni) and in collaboration with companies and institutions almost thirty site-specific installations, micro-architecture and macro-objects were produced which – along with conferences and talks – created a varied mosaic of styles and visions, as well as moments of exchange that attracted thousands of people. These included a great many Italian and international journalists who gave INTERNI Creative Connections outstanding media coverage – from national newspapers to radio and television, the specialised press, and mass-market publications – as well as ensuring continuous presence on the main social media and web channels.

The Internimagazine.it website saw a +50% increase in unique users compared with the previous period and the reinforcement of the range of social media activities – with the generation of over 650 posts, each with an average of 70,000 profiled followers – led to a doubling of the total reach compared with previous figures.

The INTERNI exhibition was consequently confirmed as the symbolic event of the FuoriSalone – which this year marked its 30th anniversary – created in 1990 on the initiative of Gilda Bojardi, the magazine’s editor. Underlying this success is the high level cultural and design element of the installations, the prestigious Italian and international brands involved, as well as the many smaller players who have equally contributed to the creation of content of value.

The exceptional feedback, both from the public and in terms of media visibility, testifies to INTERNI’s absolute leadership in the professional living segment and design system communication, and, as Gilda Bojardi underlined, “It was also a strong signal for Milan and for a vibrant sector – that of design – which proposes and produces, and which has never given up. Indeed, thanks to the events, presentations, conferences, live and virtual debates, new proposals and collections and the displays in the showrooms, new spaces and museums set up for the occasion, this FuoriSalone was truly a unique and unforgettable occasion.”

Our thanks to all of the companies and partners who took part in the exhibition: Audi/Marcel Wanders studio, Eni/Carlo Ratti Associati, Italo Rota, Alessio Fini; Artemide/MC A – Mario Cucinella Architects; GLO/ Marco Nereo Rotelli; OPPO/Kengo Kuma, London Design Festival, Clare Farrow and Musicity/Midori Komachi; Fondazione Renzo Piano with Lia Piano/Anna Merci with Puricelli; Whirlpool/AMDL Circle and Michele De Lucchi; Sal Cord and Oneeightyone/Italo Rota and Francesca Grassi; EXPO 2020 Dubai – Padiglione Italia; Eurostands and Ledvance/MAD Architects; Corepla e Guzzini/Stroop Design with Jeffrey Beers International; Staininger Group-Six Senses Kitzbühel Alps/Peter Pichler Architecture; Guglielmi/Alessandro Zambelli; Qeeboo/Stefano Giovannoni; NABA Nuova Accademia di Belle Arti/Claudio Larcher and Sara Ricciardi; EWO/NOA* Network of Architecture; LAD onlus/Emilio Randazzo; the Italian Embassy in Madrid, COAM, di_mad, ADI-FAD/Davide Valoppi– Noarc; JCP Universe/CTRLZAK for Homage to Nanda Vigo; Fondazione Bisazza for Homage to Alessandro Mendini; PerDormire/Fabio Novembre Studio; Associazione per il Policlinico Onlus/CastagnaRavelli; APEX-Brasil with Abimóvel/José Roberto Moreira do Valle; Mapei/Cino Zucchi Architetti and Chiara Zucchi; TMK Projekt, Wolf Group, Forbo, Hushoffice, Muraspec/Mac Stopa and Massive Design; Missoni Home/Rosita Missoni; Nardi/Raffaello Galiotto; Magis; Netflix and, finally, Axor-Hansgrohe, Caricami, Danese, Ferrarelle, illy, Kartell.

The start of the new season of Grande Fratello VIP coincides with the launch of a new edition of #CasaChi, the social entertainment format developed by the magazine Chi, that every week brings opinion leaders and exceptional guest to the Instagram and Facebook channels of the brand with comments on the most successful reality show and the personalities of the moment.

An unmissable appointment which, following the huge success of 2020, with more than 100 special guests and more than 14 million video views on Instagram, this year too will feature VIPs, influencers and the competitors of the reality show, with the host and master of ceremonies, Alfonso Signorini, editor of Chi, and journalists from the title Azzurra Della Penna, Valerio Palmieri and Gabriele Parpiglia and deputy editor Massimo Borgnis the curator of the format. A team ready to transport readers and users to the very heart of the debate about Italy’s most spied on house with video shows, original and exclusive content, revelations, curiosities and unexpected twists.

WHAT’S NEW – The new season of CasaCHI #GFVIP 2021 Edition starts with a new face: Rosalinda Cannavò, for the first time as a talk show host.

“This is definitely my first experience as a host, as I have had never had a role like this and, I confess, I was terrified at the beginning. But the CasaChi team made me feel at ease and I’m melting, indeed, I’m really getting a taste for it and think, maybe one day, I could be a presenter! Last year I was inside the House, and this year I’m at CasaChi and have to be impartial: I would like to make judgments, but I try not to step too far out of my role. Certainly, having been in the game, I can identify nuances that others might miss so I can share them with our followers. Obviously, I have my favourites, but you will find this out in the course of the episodes, I’ll find a way to make you understand … “, said Rosalinda Cannavò.

However, the presence of the former contestant is not the only novelty. For this edition, the talk show schedule has been enhanced with even more dynamic and engaging formats and content: Chi Backstage, which shares with the public the previews, the background and the highlights of #GFVIP in the form of short videos on Instagram and TikTok; Chi è Chi #stories, with presentations of all the show’s contestants curated by the editorial staff, which in just one week reached 1 million views; and the exclusive #Copia il look (Copy the look), to replicate the outfits of both stars and commentators.

And then there is also space for guests from the world of show business and entertainment, such as the new commentators Adriana Volpe and Sonia Bruganelli, and unpublished content and interviews for this new edition of CasaChi, which in the first two weeks has already recorded a doubling of video views on its social media channels compared with 2020.

The episodes of CasaChi #GFVIP 2021 Edition will be broadcast from Tuesday to Friday, with daily appointments in video talk or live social formats, on Chi’s Instagram and Facebook channels – where Italy’s most widely read people magazine has a fan base of 850,000 users (Source: Shareablee, August 2021) – and, thanks to an exclusive agreement, is also available on the Mediaset Infinity platform.

A sponsorship format has been developed for advertisers which guarantees visibility in the social media content published by Chi and which includes media planning with guaranteed reach. In addition, it is also possible to develop ad hoc communication projects with the involvement of influencers, selected for a tone of voice that is in line with the brand.

On newsstands from tomorrow TV Sorrisi e Canzoni Consigli, a new supplement to Italy’s biggest selling and most widely-read weekly.

Every month Consigli will propose 100 creative and easy to realise ideas, to have solutions within reach. Each issue will feature a personality from the world of entertainment on the cover who will share with readers do-it-yourself tricks and solutions. With space for the home and wellbeing, as well as beauty tips and ideas to try out in the kitchen, and, of course, for looking after our gardens and plants and pets. There is even a section dedicated to cars, with solutions for the maintenance of both four and two-wheeled vehicles and an agenda with extensive information for effective domestic administration.

Inaugurating the first issue is Bianca Guaccero, a successful actress and presenter of the TV program with tutorials and advice, Detto Fatto.

“This new supplement extends our offer to readers with a magazine that aims to provide help for a whole range of daily activities: from the home to the car, from the garden to wellbeing, and from the kitchen to pets. Our aim is to create a useful and engaging read to solve, with simple and effective advice, the little problems of everyday life and, perhaps, to gain some extra time for ourselves, time which, unfortunately, is never enough,” said the magazine’s editor Aldo Vitali.

The launch of Consigli further enhances the offer of TV Sorrisi e Canzoni, adding to the existing supplements that every week enrich the brand’s content with new and detailed content related to topics of interest and entertainment: Cucina, created in collaboration with GialloZafferano to offer quick and easy recipes; Storie di Fede, which talks about the events and personalities that mark the history of religion; and Enigmistica, published in the summer months with more than 100 quizzes and games, including crosswords, rebus, sudoku and much more.

A continuously evolving editorial system, ranging from the print magazine to the web, to reach an overall audience of 6.1 million readers and users per month (Source: Nielsen Media Impact Data fusion, March 2021) and social media, with a constantly growing fanbase of 950,000 (Source: Shareablee and Insight, August 2021). It is here, from Thursday 7 October that the new season of Sorrisi Live will take place: a calendar of events conceived to bring the biggest names from the world of entertainment straight to the homes of readers and users, with interviews, talks and music. The guest of the first event, live on the weekly’s Instagram and Facebook channels, will be the artist Francesco Gabbani.

Grazia USA, the international edition of Grazia born out of the licensing agreement between the Mondadori Group and Pantheon Media Group LLC, launches today the first US print edition of the Mondadori Group brand.

The debut strengthens the presence of the first 100% Italian fashion magazine on one of the world’s largest and hottest fashion markets.

The new issue of Grazia USA – 356 pages, released quarterly – features three different exclusive covers that flesh out the “Evolution” concept, celebrating three prominent women on the American cultural and social scene: nine-time Olympic medalist Allyson Felix, British supermodel and designer Alek Wek, hailed for her influence on the idea of beauty in the fashion industry, and Canadian singer-songwriter and actress Jordan Alexander, an advocate of LGBTQ+ and coloured people’s rights. The content from the three cover stories also unfolds on social channels, on Grazia USA’s website and through dedicated newsletters, creating a contemporary and unique platform.

Grazia USA will count a total circulation of 400,000 copies, reaching an audience hungry for fashion, art, culture and beauty, as well as for design, entertainment and travel, leveraging on the signature cosmopolitan mix of the brand. The first issue has received a great response from the market in terms of advertising sales, with advertisers including major luxury brands such as Armani, Etro, Loro Piana, Tiffany, Dior, Vuitton and Harry Winston.

Positioned in all the major fashion and luxury countries, Grazia is the first 100% Italian fashion magazine to have exported its successful formula worldwide, from Italy to the United States. The Mondadori Group brand, which currently counts a total of 21 editions in 23 countries, reaches a global audience of 15 million readers, 45 million unique users and over 30 million followers on social channels. 

The US edition of Grazia made its debut in October 2020 through the global digital-first platform graziamagazine.com featuring Kim Kardashian West. Since then, Grazia USA has enjoyed an unprecedented online growth, peaking at 5.2 million monthly active users, with a readership that is predominantly female, 50% under 30 years old.

The new quarterly issue of Grazia USA will be distributed at all Barnes & Noble bookstores, selected retail outlets in the U.S. and Canada, online at https://www.magazinecafestore.com/products/grazia-usa-magazine and on graziamagazine.com/subscribe.

What do today’s women want, what are their dreams and plans? Donna Moderna, the Mondadori Group brand that is a point of reference in the women’s segment, offers some answers to these questions in its new issue #Restart, on newsstands from tomorrow.

A collector’s issue that the magazine edited by Annalisa Monfreda, that has always listened to its community – and today has over 9 million readers and users (Source: Nielsen Data Fusion Mar 2021) – dedicates to what women would like and plan for themselves and for their future at this moment of rebirth.

The special issue is based on the results of a survey developed by Donna Moderna, in collaboration with Doxa, Mondadori Lab and the philosopher Ilaria Gasparri, from which new ideas emerged regarding female desires, including first of all a desire to feel good in one’s own skin and knowing how to take life more lightly.

“Women’s desires have changed profoundly in recent months. The survey gave us surprising answers: there is also a strong desire to know the world and for itinerant travel, to transform passions into work, and to recover time for oneself. A need for lightness. This wish list has been the guide for the construction of an issue that is both a practical guide and a collection of reflections,” declared Annalisa Monfreda, editor of Donna Moderna.

Featured on the cover of this special issue is the singer Arisa chosen by Donna Moderna as an example of a woman who has made change one of her characteristics. Because Arisa gets along well with herself, knows how to transform any experience into music and always loves starting again, though never from scratch.

For the cover of this issue Donna Moderna has chosen a symbolic shot of the artist who, reflected in front of a mirror, invites all women to search for their own desires within themselves. An important message that the brand wants to share with the whole community also on social networks, asking users to post a photo of themselves using Donna Moderna’s special mirror effect Instagram filter.

The #Restart issue is divided into five sections dedicated to the five themes investigated in the survey. The common thread of each section is the stories of women and entrepreneurs who tell readers about their experience. Testimonials and interviews that will combine with practical advice and columns to inspire and help all women to reinvent their lives and make their dreams come true.

We start from the section dedicated to what women want to be: from the survey conducted by Donna Moderna it emerged that more than half of interviewees see themselves in a minimal style that allows them to enhance their beauty. The content of the section includes a beauty special dedicated to eyes, a detail of their appearance that, as highlighted by the research, more than 40% of women want to enhance. Among the most common new trends adopted by women is the kitten eye, followed by the new frontier of pro-aging, and grey power, the focus of an article dedicated to all the actresses who show off their very well-tended grey hair.

There is also a section dedicated to what women would like to be: in the survey more than one in three women said that she wants to feel well in her own skin and learn to enjoy the person that she is. A trend that combines with the desire to take better care of one’s body (55%), to which Donna Moderna dedicates a feature with beauty tools, practical advice and an in-depth study on supplements for self-care, without forgetting the importance of mental well-being.

In the third part of the special issue of Donna Moderna, women talk about their aspirations for both their jobs and their free time. In the first place is a desire to carve out time for themselves (52%), followed by the courage to cultivate their passions (39%), with almost a third of women who say they would like to feel appreciated at work (31%).

The survey also revealed a marked sense of gratitude among interviewees for their own lives (47%), even if in the last year and a half they have suffered from a lack of physical contact (30%). A result that is at the heart of the fourth section, where Donna Moderna looks at what women are committed to giving to future generations.
Here the stories include that of Luciana Littizzetto, who retraces her life as a former teacher and mother of two foster children.

The special issue concludes with a section dedicated to what women would like to receive from themselves and from others: more than 40% of interviewees would like to learn to take things more lightly, and to receive a bit of pampering and gratification from others.

In addition to the magazine, the storytelling of the issue will also be available digitally on the website www.donnamoderna.com and on the brand’s social media channels which already have over 2.2 million fans (Source: Facebook, Instagram, Twitter). In particular, video stories and inspirational cards will be published on Instagram with stories about women who have managed to satisfy their desires.

The launch of the new special issue of Donna Moderna is supported by an advertising campaign developed by Casiraghi&Greco and planned on print media, radio, the web, social media and DOOH.

The positive trend in advertising continues for the special issues of Donna Moderna, up by around 30% compared with the special issues of last year.

SmartWorld, Italy’s biggest technology network, relaunch its website, now online with a new visual brand identity.

Leader in the tech information segment, with over 2 million unique users every month (Source: Audiweb, January-June 2021), SmartWorld is an articulated communication system based on  3 digital properties (www.smartworld.it, www.androidworld.it, www.mobileworld.it) that provides the market with a privileged overview of the technological innovations destined to revolutionise our everyday lives: from traditional consumer electronics to home automation, and from gaming to home entertainment, the internet and gadgets.

Over the years, SmartWorld has been able to evolve into an authentic content factory, becoming the leading “brand influencer” in the tech market, thanks to its ability to provide effective coverage across all platforms: from articles on the web to YouTube content, as well as podcasts, news about the best offers on Telegram, reels on Instagram and short videos on TikTok (where the brand has attracted more than 350,000 followers in just one year).

A single hub that places users at the centre, presenting new products and services, reviews and ratings, product profiles and a buying guide divided by category with a clear and simple language, suitable for both straightforward and complex devices and conceived with the aim of engaging not only tech addicts, but also the public at large.

THE NEW SITE – From today, the new SmartWorld site will provide users with a more immediate and easy-to-use interface, making it easier to make full use of the offer.

The new visual brand identity focuses on modern and appealing logos, while the web design is even more suited to access from mobile devices and social media, in addition to being more practical and offering faster download speeds.

The new look is completed with a new homepage, where news and video content will be given new prominence and a special section will be dedicated to partners’ promotional offers with buying guides just a click away, a new proprietary semantic algorithm for content management and an even more immersive design.

Icon, the Mondadori Group’s male fashion and lifestyle brand is publishing a new special issue entitled brand “That’s Entertainment”. On newsstands from 21 September, the special issue is dedicated to all forms of entertainments, from cinema to TV series, music to art, as well as leisure and social media, with the aim of discovering what is entertainment today and who are the real protagonists of contemporary show business.

“Recent years have seen a revolution in the world of entertainment and beyond. Cinemas, theatres and stadiums have all been closed and all kinds of social event have been cancelled, as collective experience was substituted for the individual. As with all upheavals, something has been lost but something has also been created, and today the old and the new are not mutually exclusive but coexist. The only certainty we have is that there will always be someone who will want to entertain us, and we will always be happy to say yes,” said Andrea Tenerani, the editor of Icon.

To celebrate the world of entertainment, Icon has chosen four special personalities for its covers.
The actors Miguel Herrán and Jaime Lorente, stars of Money Heist, the most acclaimed Netflix series of recent years which is now in its fifth and final season. The two actors, who play the characters Rio and Denver respectively, reveal to Icon how a series that began so spectacularly can end: “By rediscovering the essence of the characters, what viewers fell in love with at the beginning: so, character. The war came later,” Lorente told the magazine.

And then the actor Adriano Giannini who talks about himself in an exclusive chat with Icon: from his 20-year career to the film with Nanni Moretti, love, friends and future projects.

The face of one of the other four covers is that of American actor Ethan Cutkosky. Born in 1999, he grew up with the character he plays in the TV series Shameless, maturing and changing with him to become one of the best-loved faces of his generation.

We also have the model and singer-songwriter Arsun Sorrenti, son of the famous fashion photographer Mario Sorrenti, who tells Icon about what it is like to be the only person who wants to make his living with music in a family dedicated to the visual arts.

The core of the magazine is fashion and style, which have always been the central focus of Icon: with exclusive interviews, insights and columns through which the magazine has become the spokesperson for the sector, its traditions and the values it embodies. A story based on Made in Italy with an always attentive eye on the emerging and artisan talents that make our country an example of excellence.

And don’t not miss the meeting with the designer Valentino, an authentic fashion icon who in an exclusive interview with Icon talks about his lucid vision of the present: “Today the internet and social media are at the centre of everything, conveying both the beautiful and the ugly. In my day, newspapers and magazines acted as a filter and helped to create the big names. I don’t think today’s blogs or Instagram do quite the same thing. I even doubt that in 50 years anyone will remember the talents discovered through them,” explains a designer that was always very careful not to crash and burn in his youth.
Plus Lawrence Steele, the new creative director of the Aspesi fashion house, is also among the personalities featured in the issue.

In the autumn there will be other news for Icon and – under the guidance of the editor Andrea Tenerani and Angelo Pannofino, Icon‘s new editor-at-large – coverage will expand from fashion to culture, art and society offering readers increasingly sought after and focused insights on male passions.

“My new assignment will start in October and I am looking forward to making a contribution to Icon. I like stories that surprise by connecting seemingly distant worlds, and it is this kind of surprise that we will try to give to our readers,” said Angelo Pannofino, editor-at-large of Icon.

The entertainment issue will also feature on Instagram and the Icon website, where the brand will continue to talk about the world of entertainment and the most important events with specials such as that created for the 78th edition of the Venice Film Festival, with interviews with protagonists, exclusive content and real-time updates, and the one dedicated to design and the new edition of the “Supersalone”.

The success of the McChicken Variation project, in partnership with GialloZafferano, Italy’s best loved food media brand, is now in its third edition: added this year to the McChicken Original recipe are Il Ricercato and Il Goloso, conceived with quality ingredients from around Italy. With this project, McDonald’s Italia also announces the reinforcement of the inclusion of the outstanding Parmigiano Reggiano DOP on its menu.

The new recipes, created together by McDonald’s and GialloZafferano, are available in all of the 615 restaurants in Italy until 19 October.
The McChicken Variations on offer include the “great return” of Il Goloso, the sandwich with 100% Italian chicken breast, 100% Italian bacon, salad and yellow tomatoes from Campania, introduced last year, again along with the chefs of the Mondadori Group brand. And new this year is Il Ricercato, an exclusive recipe with 100% Italian chick breast, rocket, tomatoes, mayonnaise, Italian basil and Parmigiano Reggiano.
This recipe will involve the acquisition of some 32 tons of Parmigiano Reggiano flakes, an authentic “princely” ingredient for this edition of McChicken Variations.

The relationship between McDonald’s and Parmigiano Reggiano is a long-standing one. The first DOP product offered by McDonald’s was a limited edition sandwich in 2008, and marked the first stage in a growing use by McDonald’s of the excellence of our country’s products, and in 2011 it was the first and only DOP product to find a permanent place among the assortment, with the Parmigiano Reggiano snack. From this year, Parmigiano Reggiano has expanded its presence on the McDonald’s menu as a continuous ingredient in salads and Wraps.

The McChicken Variation shows that McDonald’s is confirming and strengthening its Italian-ness. In fact, for the preparation of these recipes, the company will buy more, in addition to 32 tons Parmigiano Reggiano da Parmareggio, 15,5 tons of rocket from Bonduelle Italia, 30 tons of tomatoes and 20 tons of batavia lettuce from Bonduelle Italia and Sab, 300 kg 100% Italian basil for its basil mayonnaise, 18 tons of yellow Campanian tomatoes and 48 tons of bacon from Fratelli Beretta and Italia Alimentari.

All of these ingredients are in addition to the 100% Italian chicken breast supplied by Amadori and the bread produced by Bimbo at its plants in Modena and Rome.

This shift towards greater Italian-ness is a confirmation of McDonald’s commitment to the country’s agri-food sector, from which every year the company buys 94,000 tons of raw materials, with a value of over €200 million.

“We are delighted that our collaboration with GialloZafferano is now in its third edition,” said Dario Baroni, chief executive of McDonald’s Italia. “The McChicken Variation project is really a very important one for us, as it enables us to tell our customer about our commitment to flavour and the quality of the ingredients that we use in our recipes, and, above all, the search and selection of the best Italian suppliers. And it is a splendid opportunity to announce, with these new proposals, the continuous presence of Parmigiano Reggiano on our menus, and with which we will continue to pursue our mission of bringing to a large public the excellence of Made in Italy, traditionally considered a niche, and ‘educating’ consumers about the quality of Italian products and making them accessible to everyone.”

“Once again this year we are really excited to renew this important collaboration with McDonald’s,” declared Andrea Santagata, general manager of Mondadori Media. Enhancing the taste and quality of the excellence of our country is a commitment that we bring every day to the homes of the millions of Italians who follow our brand. Values that we present through exclusive content and innovative languages, created thanks to our team and a group of over 50 top creators who collaborate with GialloZafferano. A winning formula that we use across all social media to actively engage an increasingly wider audience and become a point of reference even for younger users, thanks in particular to TikTok, where the brand has reached extraordinary numbers in just over a year.”

The McChicken Variations produced in partnership with GialloZafferano will be the protagonists of a rich programme of content, developed together with Brand On Solutions, the Mediamond project development area, and will involve all the brand’s digital channels – the website, app and social media. The visibility plan, developed together with the advertising sales company, will be live for the entire period of the initiative, with new recipes available on GialloZafferano.it on a dedicated hub, accessible from the site’s main menu. In support, a campaign of launches and advertising launches that will also involve the magazines GialloZafferano, Focus and Donna Moderna, has also been planned.

The story will continue across all of the brand’s social media platforms with exclusive content, created specifically for the different channels, and the collaboration of 6 creators, who will share the preparation of the recipes on TikTok.

The McChicken Variations will also be featured in a live cooking session to be held on the 23th of September on the GialloZafferano Facebook, Instagram and YouTube channels. An event dedicated to the brand’s entire community, in which Manuel, the face of the site, will guide users through sandwiches recipes.