Shuffling the beauty deck with perforated FASHION flip book for April

Fashion magazine's April issue features five different cover images which allow readers to use the perforated "flip book" to play with views of cover model Coco Rocha for a possible 35 combinations. The covers feature the work of celebrity makeup artist Sir John Barnett of L'Oreal Paris USA, collaborating with Lesa Hannah, Fashion's beauty editor.

“The cover and the issue theme is grounded in the concept of ‘IRL vs. URL,’ a narrative on the In Real Life moments we experience versus our digital dreams,” says Noreen Flanagan, editor-in-chief. “Understanding how and when our IRL and URL lives intersect — or don’t — is the inspiration for this issue.”

The interactive cover is augmented by video makeup tutorials with Sir John and asks readers to post their favourite combination on Instagram with the tag #FMIRLvsURL. Photography  on the issue, whcih is on Canadian newsstands next Monday, March 13, is by Owen Bruce and styling by George Antonopoulos.

“This is a great example of two brands coming together to create an exceptional content collaboration that provides surprise and delight for our audiences across all platforms,” says Jacqueline Loch, vice-president & group publisher, women’s brands at St. Joseph Communications. “L’Oréal Paris is a wonderful partner and a true innovator in beauty. They are the perfect brand for an editorial integration of this scale, embracing our vision while enabling us to bring the concept to life.”