This week Chi launches Chi Junior, a new magazine dedicated to children’s fashion, overseen by the fashion and beauty editor Marina Bigi.

Chi Junior aims to be an authentic shopping guide: entering the world of kids ad translating it into a world of trends, news and glamour, also through the children of Italian and international celebrities, with reportage and interviews, fashion services and beauty suggestions in the classic Chi style.

The magazine is organised in nine sections: from clothing must haves for younger children to beauty issues connected to the care, pampering and protection of children’s health, as well as extensive travel and holiday features indicating destinations in Italy and abroad that are ideal for children. And, of course, there will also be a wealth of suggestions and news about cooking, games and children’s entertainment.

The cover of the first issue features Valeria Mazza and Taina, the youngest of her four children.

“Chi Junior is a demonstration that the market is ready to reward the ideas and capabilities of publishers able to create modern entertainment and lifestyle products. As is demonstrated by the success in terms of advertising pages and clients that we have managed to attract with this new project, with which we are very satisfied,” declared Angelo Sajeva, chairman and chief executive of Mondadori Pubblicità.

Chi Junior will be sold as a supplement with all of the print run of Chi at a supplementary price of 20 cents.