River Island has joined forces with IPC’s glossy magazine Look to launch its autumn collection with a three-month campaign in-print and in-store.

The collaboration begins with a bound-in gatefold execution in the magazine to showcase River Island's flagship store window, as styled by Look fashion editor Hannah Hughes.

Over the next three months there will also be a series of advertorials promoting different aspects of the collection each week.

The activity is further extended with ‘Look Loves’ swing tickets featuring across River Island stores and its website, accompanied by Look-branding in the shop windows and free sampling issues of the magazine in-store.

The partnership has been developed with River Island managing director Richard Bradbury and marketing controller Jo Wenham, in conjunction with River Island’s media agency Vizeum.

Julie Lavington, publishing director of Look, said: "The collaboration exemplifies our brand credentials, and it’s great that River Island is harnessing the power of Look’s reputation as the authority on high street fashion.”

Last month, Look achieved a debut ABC figure of 318,907, making it the biggest selling fashion title in the UK newsstand in volume terms (more than 1.3 million copies every month).

The River Island campaign breaks in Look, cover-dated September 24, priced £1.3