Nike and Lululemon are involved in a Twitter experiment.
Elle has taken over Twitter Australia's office to give readers a behind-the-scenes look at how the fashion publication is produced.
From September 12, the week-long relocation will provide followers with live feed coverage on Twitter.
As part of the campaign, brands such as Nike, Lululemon, Moet & Chandon and Benefit will also stage a week of reader events and initiatives.
Readers can influence the November edition with Twitter polls and feedback, allowing them to decide on picture selection and headlines.
The world-first partnership is the latest in a series of commercially-minded activations from Elle.
The publication recently launched shoppable videos, allowing customers to click and buy direct from screen to online store.