GLOSSY’s Editor-in-Chief on creating immersive issues, iconic events, and visual storytelling that resonates

GLOSSY Magazine has become a trendsetting voice in Georgian fashion, beauty, and lifestyle, transforming contemporary publishing with its innovative approach, and treating each issue as a creative campaign which enables exploration of the intersection between fashion, technology, culture, and identity, while featuring diverse contributors.

The magazine has expanded beyond its traditional format and is now hosting thematic events that connect readers directly with its content. GLOSSY has also ventured into video content, launching series that highlight products in real-life contexts while telling compelling stories.

For brands eager to collaborate with GLOSSY, the message is clear: come prepared with a compelling story. The magazine seeks to partner with brands that embody values, innovation, and emotional connections. “If you’re launching something that reshapes the way people think or live, we want to help tell that story ⁠— visually, authentically, and with depth,” Editor-in-Chief, Tako Khelaia, says.

GLOSSY is a premier magazine tailored for influencers, business leaders, and trendsetters in the fashion and tourism sectors. Launched in 2017, it boasts the most extensive distribution network in Georgia, reaching over 70 companies and premium hotels throughout the country. Known for its captivating photo sessions, insightful interviews, and in-depth reviews, GLOSSY serves as a crucial source of inspiration and information for the social elite.

We spoke with Tako about how the publication stays fresh and exciting with every issue, the growing importance of thematic events, and the magazine’s approach to brand collaborations through video content.

Q. GLOSSY Magazine continues to release issues that feel both current and ahead of the curve. What’s the editorial approach to keeping the content so consistently engaging?

A. We treat every issue like a creative campaign. It starts with finding a unifying theme – whether it’s Future Beauty, Sustainable Style, or The Power Issue – and then we explore how that theme intersects with fashion, tech, culture, and identity. We collaborate with contributors from various industries to bring in fresh perspectives. The goal is to surprise the reader without losing our editorial voice.

Q. Thematic events seem to be playing a bigger role in the magazine’s public presence. Can you tell us more about that?

A. Absolutely. We’ve moved beyond just reporting trends ⁠— we’re now creating experiences around them. Our thematic events are designed to immerse our audience in the issue’s theme. These events blend editorial content, community, and brand interaction. It’s one thing to read about a trend, but it’s another to experience it live, with creators, brands, and readers all in the same space.

Q. GLOSSY has also launched several successful video review series in collaboration with brands. How do those align with the magazine’s editorial standards?

A. Video is where editorial meets utility. We don’t just want to feature products – we want to show how they fit into real people’s lives. We only work with brands that align with our aesthetic and values. The reviews are always rooted in storytelling: What problem does this product solve? What makes it unique? How does it reflect the issue’s theme?

Our videos featuring successful women highlight their achievements and challenges, providing valuable insights and inspiration. They play a crucial role in empowering women by showcasing diverse role models and demonstrating that success is attainable, regardless of background or circumstances.

Q. Can you share any upcoming features or projects we might look forward to?

A. Our big highlight this season is the Summer Issue, which we’re thrilled to be launching in Batumi. It’s a celebration of sun, style, and storytelling ⁠— packed with coastal fashion editorials, wellness trends, and exclusive interviews with creatives from the Black Sea region and beyond. To mark the occasion, we’re hosting a Gala Dinner in Batumi ⁠— an elegant evening bringing together industry insiders, contributors, and brand partners. It’s not just a launch; it’s a curated experience that reflects the essence of the issue. Expect live performances, a themed visual installation, and a preview of our upcoming digital features.

Q. What advice would you give to brands that want to work with GLOSSY on future content or video projects?

A. Come with a story, not just a product. We’re interested in values, innovation, and emotional connection. If you’re launching something that reshapes the way people think or live, we want to help tell that story ⁠visually, authentically, with depth.

Q. As a media partner of the Golden Brand Awards, GLOSSY Magazine has supported the ceremony for a long time. Could you explain the importance of this ceremony?

A. The Golden Brand Award has been a major player in the business industry in Georgia and beyond for two decades. It is known as the most prestigious and powerful business award in the country, often referred to as the Business Oscar of Georgia. The annual award ceremony serves as a source of inspiration for many brands, as they aspire to win the highly coveted Golden Brand award each year. It’s an honor for GLOSSY magazine to support such a prestigious awards ceremony that is organized at the highest level each year.