From Retail to Editorial: Claire’s Print Expansion

Claire’s partnered with V Magazine to launch Mini V, the first editorial of its kind for Gen Zalpha. Blending high-fashion styling with Claire’s products, the collectible magazine explored themes of self-expression, piercing, and mental health.

Both the premiere and second issues sold out multiple times, proving its cultural relevance and even driving resale demand. Launch celebrations, which coincided with the brands Paris Flagship opening, were star-studded, with Nicola Formichetti, Cynthia Rowley, Brooks Nader, Aimee Song, Tina Leung, Richie Shazam, and even Ella Emhoff among the guests.

With integrated product guides and trend features, Mini V deepened engagement, drove traffic to stores and digital platforms, and positioned Claire’s as a cultural storyteller beyond retail.