Summary
HERA Magazine conceptually showcases the lifestyle of Seoul and its muse, the ‘Seoulista,’ to bring the brand’s image to life. Each issue is inspired by the real lives of Seoulistas, reflecting their unique stories and spirit.
This third issue since the magazine’s renewal focuses on the social lives of Seoulistas—those who find joy in connection, draw inspiration through interaction, and share positivity with others.
Concept
The vertically elongated shape of HERA Magazine resembles a clutch bag carried by a confident, stride-taking woman. Starting with the Autumn issue, an illustrated clutch design has been added to the back of the magazine envelope, offering a playful and intuitive nod to this concept.
Each issue of HERA Magazine features an iconic global city and draws a one-on-one comparison with Seoul. The Autumn edition playfully contrasts the Seoulista with free-spirited, individualistic New Yorkers, using whimsical illustrations to depict the Seoulista as someone who always wants to be surrounded by friends—wherever they are, whatever they do.
