Dive Brief:

• Southern Living magazine, devoted to recipes and styles inspired by the culture of the nation’s southern states, has announced a collaboration with Dallas-based Smocked Auctions, an e-retailer of children’s fashion.

• Smocked Auctions, which was founded by two Dallas mothers in 2010, operates through Facebook auctions, Instagram, and their own website.

• The “Monogram Collection” of children’s dresses, short suits, jon-jons, and bubble suits will feature a monogram in Southern Living’s trademarked font.

Dive Insight:

This collaboration is an example of the blurring of content and retail that could be beneficial to both enterprises. With both parties' clear projection of southern flair, the partnership between Southern Living and Smocked Auctions appears to be an especially good match.