ELLE names editor-in-chief ahead of launch

Mongoose Publishing has announced Andrea Wong (pictured) as the editor-in-chief of ELLE Magazine Malaysia, which will be launched in March 2014.

In her role, Wong is advised by Sam Coleman, editor-in-chief of Esquire Malaysia and Singapore, and reports to Matthew Bellotti, chief content officer at Mongoose Publishing.

The magazine is targeted at the affluent, sassy and intelligent woman who want to stay on top of the latest style trends and care about issues that affect her world.

It targets fashion and beauty brands as advertisers.

Mongoose declined to comment on whether the title will be audited, saying it will reveal more details closer to the launch.

Bellotti told A+M  that Wong was chosen for the similarity of her vision and Mongoose's to bring Malaysian fashion journalism at the international level.

"She has good contacts in the industry and an obsession with quality. She's the icon of the brand and her vision is everything. With her on board, we want readers to be to able to feel her personality coming through the magazine," added Bellotti.

Wong has eight years of experience having started off as a fashion co-ordinator at Harper's Bazaar Malaysia where she moved up to the role of fashion editor.

ELLE brand is owned by Lagardère Active, with 44 international editions and a global circulation of 6,560,000 copies. In Malaysia, Mongoose Publishing will publish ELLE Malaysia under licence from Lagardère Active.

ELLE Magazine was previously launched in Singapore, Thailand, Indonesia and Hong Kong.