Hearst AppLab / Marie Claire Video

Welcome to the Hearst Application Lab. We're busy creating new ways for readers to interact with the magazines they love. We're exploring how digital magazines can be designed to fit how people wanna read, share stories, shop and be entertained. Here's a behind the scenes look at some of the concepts we've been working on with 2 of our signature brands, Seventeen and Marie Claire.

Hi, I'm Joanna Cole, the editor-in-chief of Marie Claire which is a magazine for women who want to live big lives. Our readers want to look sexy and fabulous. They want to know the latest trends in beauty and in fashion and they also care passionately about women across the world. Our feature stories are legendary by our fashion director, Nina Garcia, and our fashion columnist, Tim Gunn. So whether it's hair, skin, sex, weight, mood or work, we've got it covered, and we're thrilled to be able to present new ways to connect with stories that really move people. Right away, a customized cover lets you know which stories match your interest. Touch a story to dive right in. Articles spring to life as our editors give you a fresh take on fashion and beauty trends. Here, Nina talks about the season's style.

This fall, it's all about rich and interesting textures. We bring you the best of Nordic style myths.

Or we'll get a sneak peek of Tim Gunn's latest book.

Hi, I'm Tim Gunn and I'm honored to be here with you to talk about my new book, Gunn's Golden Rules.

We have exclusive behind the scenes chats with models and celebrities. And you can shop for shoes. For your Marie Claire makeover, visit the beauty section and watch them off the glass. Or if you want to do a little shopping, the magazine makes that easy too. Touch an icon, see it big, buy us online or somewhere near you or you can save the icon for later, make a look book and plan out your full wardrobe. You can even try out the latest makeup virtually and, of course, you can access it all on the go. In the interactive Marie Claire, stories don't stop at the page. When a story moves you, you can comment on it right there and take a look at what other women are saying. You can favorite an article and show your favorites with friends. And every time you tell the magazine what you like, it goes and finds more content that suits your taste. So that's how we think a magazine should come fully to life and that's what we're building at Marie Claire.

We hope you enjoyed this preview of things to come. Keep an eye out for these concepts and more on a tablet or smartphone near you.