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Maya Fox: Tag Your Life is the latest concept from Rainbow's chief executive officer Iginio Straffi and Silvia Brena, a journalist and former director of Cosmopolitan Italy.Maya Fox is a fashion property geared toward young women, based on the concept of

April 6, 2018

2 Min Read

Maya Fox: Tag Your Life is the latest concept from Rainbow's chief executive officer Iginio Straffi and Silvia Brena, a journalist and former director of Cosmopolitan Italy.

Maya Fox is a fashion property geared toward young women, based on the concept of bringing "thrills and fashion" together.  The property aims to appeal to 12- to 20-year-old females, with a focus on 13- to 17-year-olds.

Set in London, 17-year-old Maya has the disconcerting power to speak with the dead—an ability she needs to learn how to use quickly as she discovers she is being pursued by a serial killer.

Maya is a trendsetter who creates her own fashion style: she has a cool, punky look, donning black outfits, lacey and elegant underwear, denim and T-shirts, fashionable high-heels and sneakers, just like your average teenager.

Maya Fox was first published as a novel in Italy by Mondadori in October 2008 and four further novels are planned. There is also a Maya monthly magazine in Italy, first published in April this year, that includes a comic section and lifestyle editorial focused on fashion, celebrities and entertainment. The magazine is being presented to international publishers. In addition, a blog has launched in Italy.

Plans for rolling out the brand include a multi-platform publishing format including the further novels, a monthly fashion comic magazine and a dedicated Web blog.

This year, the book will launch in Latin America (including Brazil), Spain and Portugal through Grupo Planeta, in France with Univers Poche and in Germany by Carlsen. The next three novels will be published in Italy by the end of 2010.

The publishing launches in Italy are fronted by Italian television star Melita. Promotions feature television, press, and Web advertising, viral marketing on social networks (Facebook, MySpace, and other teen-oriented Web sites), guerrilla marketing, promotions and competitions with partners including Collistar, Honda, Rinascente, Creative, H3G and Logitech, direct e-mailing, POP material in news stands and bookstores, comic show events, and co-marketing.

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