ELLE (Canada) - - Story Board - Noreen Flana­gan Edi­tor-in-Chief Fol­low me on Twit­ter and In­sta­gram @noreen_flana­gan We love hear­ing from you! Please write to us at ed­i­tors@ el­le­canada. com.

t’s handy hav­ing a big sis who’s will­ing to blaze a few trails and then share the good for­tune with her fam­ily. In my case, this “ed­i­to­rial sib­ling” is Lor­raine Candy, edi­tor-in-chief at ELLE UK. I met Lor­raine at an in­ter­na­tional ELLE con­fer­ence of ed­i­tors and pub­lish­ers and was in­spired by her de­ci­sion to break with tra­di­tion and hold a live, in­ter­ac­tive cover shoot. (A mag­a­zine’s cover sub­ject is usu­ally as closely guarded a se­cret as Karl Lager­feld’s age.) I had been want­ing to do some­thing sim­i­lar at ELLE Canada for some time, but it was dif­fi­cult to find an ac­tress who was will­ing to lift the ed­i­to­rial veil and in­vite her fol­low­ers—and ours—onto what is nor­mally a closed set. Then along came Emma Roberts and her 2.6 mil­lion Twit­ter fol­low­ers. Not only was Roberts open to it but she joined in the so­cial-me­dia party, an­swer­ing ques­tions tweeted by our read­ers and post­ing shots from the set. People around the globe—from South Africa to Italy to Rus­sia—were fol­low­ing us, and within a week we had gen­er­ated more than 31 mil­lion im­pres­sions! The cre­ative team—who are nor­mally para­noid about tweet­ing any­thing from the set—had to be en­cour­aged to pick up their phones. “It’s just so weird to be able to do this!” said hairstylist Mark Townsend, laugh­ing. Later, when Roberts sat down to chat with Kathryn Hud­son, our fea­tures di­rec­tor, she ad­mit­ted that she’s ad­dicted to her phone but is try­ing to live in the mo­ment in­stead of In­sta­gram­ming it. “I love so­cial me­dia as much as the next per­son, but it’s im­por­tant to know when to put your phone down,” she said. “I went to Santa Ynez [Cal­i­for­nia], and it was nice to ac­tu­ally get in the pool—not just take a pic­ture of get­ting in the pool, you know?” I agree with her sen­ti­ments, but some­times be­ing able to share some of those mo­ments with mil­lions of people around the world is pretty cool.

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