Sunnie, Hello Sunshine’s Youth-Focused Brand, Launches First Print Zine with Kiernan Shipka
Multimedia and experiential brand Sunnie, an initiative of Reese Witherspoon’s Hello Sunshine, is launching its first-ever print zine on April 7. The limited-edition, 50-page publication will be available in Target stores nationwide and online, marking a significant expansion for the brand’s mission to foster community and self-expression among young women. Actress Kiernan Shipka, known for roles in Mad Men and Chilling Adventures of Sabrina, graces the inaugural cover.
A Modern Take on a Classic Format
The Sunnie Zine intentionally revisits the beloved structure of classic teen magazines, featuring personal essays, advice columns, quizzes, and horoscopes. Its centerpiece is an in-depth cover story with Shipka, where she discusses her approach to wellness and authenticity. This content strategy aligns with Sunnie’s core philosophy: creating a supportive space for Gen Z to connect “in a way that feels honest and real,” as Shipka stated in a press release.
The retail launch is paired with a dedicated Target endcap display, running through July. Shoppers can purchase the zine alongside curated “Sunnie Reads” book selections, an exclusive tote bag, and products from brand partners including e.l.f., Gimme Beauty, OFF!, and Not Your Mother’s haircare. This cross-brand collaboration extends Sunnie’s ecosystem beyond print.
Why Print? The Strategic Pivot to Tangible Media
In an era dominated by digital feeds, Sunnie’s investment in a physical zine is a deliberate, data-informed choice. Industry analyses, such as those from the UK’s IPA, have noted a sustained “print renaissance” among younger demographics seeking mindful, offline engagement. Sunnie’s parent company, Hello Sunshine, recognizes this trend. Maureen Polo, CEO of Hello Sunshine, explained the move in an email to Fast Company: “This limited-edition zine reimagines the teen magazines we grew up with for a new generation—one that’s craving more intention, creativity, and real connection.”
This strategy builds on Sunnie’s existing offline events, like Sunniefest—a one-day festival for Gen Z girls to connect in person. Shipka’s prior involvement, having led a fireside chat on friendship at the 2025 event, underscores the brand’s focus on cultivating genuine, sustained community rather than one-off transactions.
Establishing Authority Through Heritage and Mission
Sunnie’s credibility is anchored in its lineage from Hello Sunshine, a media company with a proven track record of platforming women’s stories through blockbuster projects like Big Little Lies and The Morning Show. This heritage provides immediate expertise and authoritativeness in storytelling and brand-building for female audiences.
The brand’s mission—to help young women “find joy and self-expression”—is not merely aspirational but operational. The zine’s content, from wellness-focused interviews to interactive quizzes, is designed by a team that, per the brand’s statement, aimed to create “the teen mag we always wanted.” This insider perspective, combined with the involvement of a respected figure like Shipka, strengthens trustworthiness. Shipka’s quote highlights her personal alignment: “It’s thoughtful, creative, and genuinely supportive, which is rare.”
Community Launch and Next Steps
While the zine is available at Target now, Sunnie will host an official launch event at the Target Whitebridge Store in Nashville on April 12 from 12 p.m. to 4 p.m. The celebration will include gifting suites, a book signing with March Sunnie Select author Kristin Dwyer, and other activities, further embedding the product in a local community experience.
The launch of the Sunnie Zine represents a calculated bet on tactile media as a vehicle for digital-age community building. By blending nostalgic format with contemporary values of wellness and authenticity, and leveraging the distribution power of Target, Sunnie is testing whether print can still spark the kind of meaningful connection it promises.
