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Former fashion editor Damien Woolnough launches Marry The Man magazine

Damien Woolnough is launching his own publication for male couples looking to walk down the aisle.

The title, Marry The Man, will start out as a purely digital play until September, when it will become supported by a bi-annual print edition.

The idea came from a walk Woolnough (L) and partner Adam Russoniello (R) had in the lead up to the ‘yes’ vote

Woolnough – who has also worked with revived publication Grazia as fashion contributing editor and editor-in-chief of L’Officiel Australia – told Mumbrella the idea came from a walk with his partner to Brisbane from Sydney, where they discussed what might happen once Australia said ‘yes’ in the same-sex marriage plebiscite.

“One of the things that came up was what would happen when Australia voted ‘yes’ and it didn’t seem there was a space for gay couples to be able to dream of happy ever afters. We all grow up with the fairytale of straight weddings, we have Meghan and Harry about to happen, but there isn’t anything there for gay couples, or hasn’t been anything there for gay couples to aspire to,” Woolnough told Mumbrella.

He said the new title was a natural fit, given his background in luxury, fashion and grooming.

“It’s bringing that luxury edge to what is a new frontier. The gay market has a reputation for being tastemakers particularly in the field of fashion and grooming, so it’s exciting to see what new traditions and celebrations will be created in the weddings to come,” he said.

Woolnough said he was launching in the digital site in line with Mercedes-Benz Fashion Week, which commences on Sunday May 13.

“I’m a big believer in the digital space and the way that digital engages with people. I really want to capture that energy quickly but also to get it right.

“I wanted to have a bit of time to find out the parts – because it is a new frontier – to find out the parts that the audience really engaged with and have that help shape the [print] publication when it’s launched in September,” he said.

On the print edition, he added: “Print really sits with the long-lasting commitment that these couples are making and it’s nice to have a physical example of that as well as the digital engagement.”

He added there would be longer pieces within both the digital and print properties, but said he would make use of the imagery from weddings in the print edition. Woolnough is working with Giuseppe Santamaria on the project, as well as Chris Harris from The Atlas Agency and Chris Laws of branding communication agency, Born & Raised.

Unlike newly launched title, Equally Wed, Woolnough’s title is solely focused on men. But that’s not to say it won’t change future down the line.

“I certainly am considering launching a female-oriented product further down the line, however I really wanted to start with the space that I know. I don’t want to speak for other people, and learn more about what is happening with lesbian weddings as I go ahead. But for me, it was more appropriate to stick with the gay space.”

The website and print edition will primarily be funded through both display and traditional print advertising as well as brand partnerships. So far there has been a strong advertising response from grooming clients and the travel industry, he said, adding he might also delve into events further down the track.

“There will be display advertising but what I’m also looking forward to doing is partnership content. There are a lot of brands and businesses out there that are wanting to talk the gay community, but perhaps don’t know how or where to do that and it’s coming about with those creative solutions,” he said.

But overall, Woolnough is hoping it will offer information and encouragement to readers.

“I’m also hoping that for people who perhaps are still looking for love, it’ll be an inspiring and encouraging environment to show great and positive examples of love. I’m hoping there’ll be that fairytale aspect to it as well.”

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