Despite editor-in-chief Eva Chen’s “we ain’t goin nowhere” claim, Lucky magazine and E-Chen (ugh, so edgy with her rap videos) are going somewhere.
Even though it had the least ad buys last year, Lucky isn’t folding. Instead it appears to be consciously uncoupling from Conde Nast and rebranding as an independent identity called The Lucky Group. The magazine will join forces with the “e-commerce platform” BeachMint.
What this means for you: you’ll still be able to spend your paycheck on stuff that’s been cherry-picked by the Lucky editrix powers that be. The site won’t replace the magazine — there will still be a hard copy. If the press release is to be believed, the added shoppable element is just an extra fun way to rake in some cash on the side like blowing strangers or a selling lanyards. Lucky was the first real shoppable magazine after all.
“Lucky is a magazine you talk back to,” Chen said. “There’s already that engagement and conversation. It’ll now feel more like a little bit both commerce and a little bit magazine.”
Josh Berman of Beachmint will be the CEO at the helm of the merger, and Chen will be the senior VP. Here’s the rundown on BeachMint if you haven’t shopped online when you’re supposed to be doing some time-sensitive whatever thing for your boss lately: It’s the Ocean’s Eleven of shopping sites, but there are only four categories: JewelMint, (jewelry,) ShoeMint, (shoes,) StyleMint (clothes,) and IntiMint (lingerie.) See what they did there?
Go forth, Lucky.