2 minutes with: Kirsty Robinson Editor, Marmalade

Marmalade is increasing its focus on the fashion industry. Why? Although we cover fashion, we haven’t really tackled it in a big way because it’s not our style to fill pages with airbrushed photoshoots.

Instead, we've decided to concentrate on new ideas and techniques in the industry, and tell our readers about the designers offering something different.

Who are those readers?
Our readers are both producers and consumers of culture – from advertising, design, fashion, music and film-making to the wider media. The magazine is also read by young people aspiring to work in those industries.

What can we expect to see?
Every issue features a round-up of  ideas and trends as well as showcasing a mix of new talent across the creative spectrum. Contributors range from big names, including Irvine Welsh, Zoe Williams and JT LeRoy, to students.

What's your editorial stance?
Our contributors are briefed to seek out the stories and talent that aren't yet on the radar. Readers don't buy the magazine to find out about new releases or product launches; they're part of the industry that produces them. If anything they're after 'in the studio' or 'on the set' type features.

How can PROs help?
Work with us to find 'behind the scenes' angles. We love it when a PRO thinks really laterally and suggests a story beyond their brand/product/
release. And pick up the phone – trawling through emails is so dull.

How about competitors?
Marmalade inhabits a place somewhere between the industry titles for creatives and the style press. We're a bit of a hybrid in that respect. What sets us apart is our commitment to unique content and our aesthetic; each spread of the magazine is a physically assembled collage that is then photographed. The fabric of the magazine says as much as the copy.

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