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See the ELLE AU Mix & Match Cover in Action, Featuring Gemma Ward

In a first for ELLE Australia, the fashion magazine has revealed that its July issue will feature a lift-and-flip cover starring Aussie supermodel Gemma Ward.

The edition is set to be titled ‘The Many Faces Of Gemma Ward,’ and will feature five of Ward’s different looks, enabling readers to flip to create up to 35 different combination looks, care of the page and her face being split into thirds.

“Since launching almost three years ago, ELLE Australia has always sought to innovate,” said editor-in-chief Justine Cullen of the innovative new cover. “Traditionally, a magazine’s cover has been sacred ground, but I loved the idea of pushing the boundaries to get our audience to engage with the cover beyond the cover lines.”

The cover was also revealed in an Instagram video. “Here’s a handy guide to our five covers and 35 possible cover combinations,” states the post. “Gram your favourite combination using #ELLExGemma for a chance to win a 12-month subscription to #ELLEaus.”

ELLE Australia‘s July issue is on sale now.