Cosmopolitan has been talking about how to look good in your lingerie for years (a typical headline: "The Best Lingerie for Your Sex Life"). So it makes perfect sense that the magazine would extend its brand by creating a line of lingerie itself.
What makes less sense? Cosmo is collaborating with J.C. Penney to do it.
Women's Wear Daily reports that J.C. Penney and the Hearst mag will be launching bags, lingerie, jewelry and accessories in fall 2012. Neither Hearst nor J.C. Penney will give any details besides confirming that a collab is on its way, but we can only imagine that much lace, neon and spandex that will be involved.
The announcement of Cosmo's foray into retail speaks to the larger trend of magazines extending beyond the media world. Women's Wear Daily recently covered the phenomenon in its feature "Editors and the 'Cult of the Brand,'" which described projects such as Bon Appétit's HSN kitchenware line, Good Housekeeping's diet book and GQ's new e-commerce venture with Park & Bond. In other words, look out: all your favorite magazines are coming to a store near you.
That said, we wonder if Cosmopolitan and J.C. Penney make the best pair. Would the sex-focused mag do better with a saucier brand like Victoria's Secret or Agent Provocateur? Or will Penney's mass-market appeal counteract Cosmo's racier rep?
And, most importantly: will you buy it? Read more at WWD.com.