To draw attention to the article, we persuaded the magazine to add an extra cover – with a die-cut – revealing only the eyes of the cover model beneath; an image which resembles the veiled headgear of a woman wearing a burka. The copy reads: DUBAI: Expats under sharia law.

The January 2009 issue sold out completely. The creative execution also helped to entrench Marie Claire South Africa’s positioning as “the thinking woman’s fashion magazine”.