Future has launched a new initiative, Collab, designed to bring together the influence of digital creators with the authority of its established media brands. The programme pairs creators with titles such as Marie Claire, Who What Wear, Ideal Home and Homes & Gardens to produce content that speaks authentically to each brand’s audience.
Hillary Kerr, senior vice president of Women & Luxury at Future and co-founder of Who What Wear, said the aim is to combine creator relevance with Future’s heritage publishing strength. Current projects include Marie Claire’s Style at Large, Who What Wear’s Editors in Residence, and Homes & Gardens’ By Design and Open House. Kiplinger has introduced Adviser Intel, while GamesRadar+ will launch creator-led video through its Replay series.
Jason Orme, managing director of lifestyle at Future, framed the effort as a shift from reporting on trends to working directly with the people shaping them. “Our lifestyle brands have long built trust with audiences who look to us for inspiration and advice. Now we’re collaborating with creators who are living those trends,” he said.
Collab reflects Future’s wider strategy of blending traditional editorial authority with creator-led content. It follows acquisitions that have strengthened the group’s presence in women’s lifestyle publishing, including Marie Claire US and Who What Wear, which was acquired for around $100 million in 2022. These titles now sit within Future’s portfolio of more than 240 brands, which also includes Wallpaper*, Tom’s Guide and Homes & Gardens.
Creators see the model as a valuable platform. Erika Veurink, founder of EV Salon and author of the Substack newsletter Long Live, said joining Marie Claire’s Style at Large was “an easy yes,” citing the appeal of working with a legacy publication after building an independent voice.
For Future, Collab signals a next phase in its growth: uniting trusted editorial brands with creator innovation to deliver content that feels both authoritative and culturally current.
Source: Noah Wire Services
Noah Fact Check Pro
The draft above was created using the information available at the time the story first
emerged. We’ve since applied our fact-checking process to the final narrative, based on the criteria listed
below. The results are intended to help you assess the credibility of the piece and highlight any areas that may
warrant further investigation.
Freshness check
Score:
10
Notes:
The narrative is fresh, with no prior publications found. The earliest known publication date is September 24, 2025. The report is not a republished press release; it appears to be original content. No discrepancies in figures, dates, or quotes were identified. The content does not recycle older material; it presents new information.
Quotes check
Score:
10
Notes:
The direct quotes from Hillary Kerr and Jason Orme are unique to this report. No identical quotes appear in earlier material, indicating original content.
Source reliability
Score:
9
Notes:
The narrative originates from MediaPost, a reputable media industry publication. While not as widely known as some outlets, MediaPost is considered a reliable source within its niche.
Plausability check
Score:
10
Notes:
The claims about Future’s Collab program align with known industry trends and Future’s recent activities. The report includes specific details about the program and quotes from key individuals, enhancing its credibility. The language and tone are consistent with professional industry reporting.
Overall assessment
Verdict (FAIL, OPEN, PASS): PASS
Confidence (LOW, MEDIUM, HIGH): HIGH
Summary:
The narrative is fresh and original, with no evidence of recycled content or disinformation. The quotes are unique, and the source is reliable within its industry niche. The claims are plausible and supported by specific details, with language and tone appropriate for professional reporting.