“The new luxury”: Buro 24/7 comes to Australia

Miroslava Duma’s Buro 24/7 launched in Australia last week under licence with publishing giant NewsLifeMedia, and last night the two came together to celebrate as part of Mercedes-Benz Fashion Week. Attended by a mix of advertising partners, media and the fashion elite and catered by Matt Moran’s ARIA, the launch certainly conveyed “the new luxury” the site is covering.

In his short address to the 300-strong crowd, NewsLifeMedia lifestyle publisher Nick Smith explained Buro fills a gap in the market. “Although we have high-end brands that speak to a luxury market within the consumer market, we’re looking at what we’re calling the new luxury in Australia that speaks to a more urban, younger people with a global point of view.”

Australian Buro 24/7 editor Rebecca Caratti (pictured – left – with Mira)  told the audience that the site would provide 24/7 access to the world of contemporary culture, as the ultimate destination for smart, stylish and savvy young Australians.

Russian Buro 24/7 founder Mira Duma then took to the stage, and told the crowd some interesting things she had learnt about Australia in her visit so far – Australians drink more than their Russian counterparts, Canberra was chosen as the capital because Sydney and Melbourne couldn’t stop arguing about whose city was more beautiful and that when you buy something online the shipping is more expensive than the product – something that resonated with the fashion week crowd!

Although NewsLifeMedia CEO Nicole Sheffield was unable to attend because of a New York trip, many colleagues were supporting the launch including NewsLifeMedia sales director Paul Blackburn, Sunday Style editor Kerrie McCallum, communications director Sharyn Whitten, Melissa Hoyer and The Australian’s media business writer Darren Davidson. The Style Networks’ Fashion Bloggers Zanita Whittington, Margaret Zhang and Kate Waterhouse were also on hand as was MaxMediaLab's founder Lynette Phillips.

Buro 24/7’s launch is part of a major push in the luxury space by NewsLifeMedia, which has also just redesigned its Vogue, Vogue Living and GQ websites (see in our news roundup).

For more on Buro 24/7, see the upcoming issue of Mediaweek.