SHANGHAI — For the 40-plus years that Tatler has published editions in Asia, the title has for the most part hemmed closely to what gave the original U.K. title its success — covering the excesses and fabulous lives of the upper crust.
But Tatler Asia, which is responsible for the title across eight markets in this region, is throwing away that rule book. On Monday, the new approach was unveiled to readers in a March issue boasting a slimmed-down logo, expanded pages and a more modern, younger world view.
“It’s a legacy brand it’s been very much associated with the elite and the notion of high society, which I think today is outdated,” Tatler Asia chairman and chief executive officer Michel Lamunière told WWD. “I’m not sure that is a true representation of who the true movers and shakers of the market. I think it has evolved.”
Monday saw the release of 24 covers — three for each of the eight Asian editions — featuring a group Tatler calls “The New Asia.” While it included some traditional Tatler types — wealthy heirs like Adrian Cheng — it also encompassed fresher faces like Feng Shui expert Thierry Chow, architecture and design maven Marisa Yiu,