Elle wants to be the belle

Magazine takes steps to increase profile

By MARC GRASER

Former Elle editor Nina Garcia, second from left with Tim Gunn, Michael Kors and Heidi Klum, appeared in Bravo's 'Project Runway' for five seasons.

Celebrities grace the covers of Elle. But now the magazine wants to make itself just as big of a star.

The publication has enlisted Creative Artists Agency to help identify TV shows and film properties that can elevate Elle's brand among potential readers by integrating the glossy into productions.

That would involve coming aboard projects or even producing its own.

Move comes after Elle was successfully integrated into five seasons of Bravo's reality competish "Project Runway," with former editor Nina Garcia appearing each week as one of the show's main judges.

It also recently wrapped a season of "Stylista" on the CW, a Tyra Banks-produced reality show in which contestants competed for an editorial job at the glossy. The pub and its editors have been written into episodes of ABC's "Ugly Betty."

The shows encouraged Elle's staff to seek out other entertainment opportunities -- especially now that Elle will not be part of the sixth season of "Project Runway" and "Stylista" may not return for another season after unimpressive ratings.

Elle is one of a number of fashion magazines that have recently upped their Hollywood profile beyond the awards shows or parties they were already sponsoring.

Glamour has produced a series of short films dubbed Glamour Reel Moments helmed by the likes of Gwyneth Paltrow, Jennifer Aniston, Kate Hudson and Kirsten Dunst.

Elle's efforts will be overseen by CAA's corporate marketing arm, which also reps Coca-Cola, Mattel, Dell, Moet et Chandon, Harley-Davidson and Sprint.