Date of Premiere Issue : Autumn / Winter 2000
Editor-in-Chief: Ian Birch
Art Direction: Markus Kiersztan, Petra Langhammer
Publisher : EMAP elan
Dimensions : 9" x 11 7/8"
Frequency : Two Issues/Year
Country of Origin : United Kingdom
Website : n/a
Statement
"Women should use clothes to make themselves stronger"
Those words just popped out of Veronique Branquinho's mouth while I was talkingto her about her winter collection. And that was it: Bang! The sudden moment of clarity that crystallised everything we've been thinking, talking and obsessing about as we put this magazine together. Feeling strong? Clothes to make yourself stronger? Love it! Just exactly what we've been missing.
This magazine is totally about fashion and where it's going next. If you're one of those who's hooked on the adrenaline rush of seeing the next big thing-first-this is the place to be be. In the past two years, fashion has been girly, hippy, bourgeois and vulgar by turns. All very lovely while we've been going through them, but...hey enough! Time for a change!
Fashion only goes through really radical rethinks roughly every half-decade, but at the collections for winter, we saw the beginning of something new: shoulder, a change of porportion, something harder and a bit more thrillingly dangerous.
Much has been written about the so-called return of the 80s, but fashion never literally repeats itself twice. What we see coming is more about making available the sensation that's been exiled from fashion since the late 80s-power, toughness, glamour, sophistication. I once heard a man in New York give a woman a compliment that has always stuck in my mind: "You look fierce!" he said, awed. That's it. We know that in the kaleidoscope whirl of a hundred shows and presentations that made up the winter collections, there are a dozen other ideas jostling for attention. We just think this one is by far the most exciting. A look, at last, to separate the woman from the girls.
....The Fashion's mission is to support and report advance news, wherever it's catching fire. We don't care what celebrities are wearing. Genuine, instinctive style and creativity doesn't come from them. Our heroes and heroines are creative insider forces-and the outsiders who contribute their wild, free-range energy to the sources of fashion culture.
This magazine is for people who love the image. WHo know that sometimes the purpose of a fashion page is to make you buy. Sometimes to inspire you to imitate. And sometimes just to blow you away.
Sarah Mower
Editor