Finance Takes to the Catwalk

In September 2009 when Slovenia's Finance launched Finance TRENDI, a new lifestyle magazine, the business daily wanted to provide something extra for its readers. Since that first issue, the magazine has grown from four issues in 2010 to six issues planned for 2011, with themes from fashion to architecture and interior design, to healthy lifestyles. With a circulation of 30,000, it is financed solely with advertising and sent free to Finance subscribers, as well as to subscribers to sister publications Moje Finance, Manager and medical journal Medicina danes.

"We've covered everything from fashion, cars, decorating a small apartment, to top cities to visit or live in and eco-offices," says Aleš Caks, editor for Finance TRENDI. "And we'll be covering new topics as well with new themes, such as summer trends for the upcoming June issue."

The June issue will also have a tie-in to an event most people wouldn't associate with a business daily: a fashion show. "We had our first fashion show in October last year, featuring five Slovenian designers, and it was a much bigger hit than we anticipated," says Caks. "One of the designers, Zoran Garevski created an haute couture collection specifically for the event. We originally planned for 200 people to attend and we ended up with 500. And the designers were happy as well - for the October fashion show in 2011 we've already lined up Jelena Proković who will create her first male line for her JSP fashion label specifically for launching at the show. We also got new ads and advertisers because of the fashion show, and we realized these kinds of events really help the magazine and our brand."

In June, the place to be in Ljubljana will be the popular spa and swimming complex Atlantis, where the runway will be featuring the latest in swimwear just in time for the summer: Look out for the latest swimsuits for men and women from Diesel, Armani and more, courtesy of TRENDI.