Future has introduced Collab, a new initiative aimed at bringing together the influence of today’s top digital creators with the trusted authority of Future’s media brands. This new programme highlights how publishers and the creator economy can work hand in hand to build authority, trust, and stronger audience engagement.

Collab will showcase creators across Future’s digital and social channels, producing content that aligns closely with each brand’s unique voice and audience. Future emphasise that they will vet all partnerships for brand fit, and these will be promoted widely to maximise reach and impact.

The initiative launches with several Future brands and franchises: Marie Claire, Who What Wear, Ideal Home, and Homes & Gardens. This includes Marie Claire’s “Style at Large” and Who What Wear’s “Editors in Residence,” which spotlight influential voices in fashion and culture. In the homes category, “By Design” and “Open House” on Homes & Gardens and Ideal Home provide an inside look at the homes of leading design creators.

In addition, Kiplinger has introduced its series “Adviser Intel,” while GamesRadar+ will soon roll out creator-led content with its new series “Replay.” These series will expand Collab’s reach into wealth management and gaming audiences.

Collab represents a new model for partnerships between creators and publishers. By combining the cultural relevance of digital creators with the trusted authority of Future’s brands, the program offers an authentic and impactful way to engage digital-native communities.

Looking ahead, Future plans to develop Collab into a centralised, scalable platform focused on creator-first content.

Hillary Kerr, Senior Vice President of Women & Luxury, Future said: “The creator economy will continue to be an essential part of the future of digital media. As a global leader in specialist media, we are uniquely positioned to redefine how publishers engage with audiences. Collab offers a mutually beneficial approach, combining the cultural relevance of creators with the established authority of our brands. These partnerships are designed to build trust and deliver content that resonates deeply with our audiences.”

Jason Orme, Managing Director of Lifestyle, Future added: “Each of our brands has its own unique identity and audience. In the homes and lifestyle space, we have earned a trusted relationship with readers who look to us for inspiration, advice, and trends. Now, through Collab, we are not just reporting on trends—we are collaborating with the creators who are shaping them.”

Erika Veurink, founder of EV Salon and creator of the Substack ‘Long Live,’ shared her enthusiasm for the program: “Joining Marie Claire as a contributing editor for ‘Style at Large’ was an easy decision. Having started my career freelancing for incredible legacy publications, it feels like a full-circle moment to partner with Marie Claire. The ask was an easy yes.”

To experience Collab in action, visit these Future brands:

• Homes & Gardens – By Design
• Ideal Home – Open House
• Marie Claire – Style at Large
• Who What Wear – Editors in Residence
• Kiplinger – Adviser Intel