Emap is planning to launch a new magazine from the ashes of former
Wagadon title Frank on 1 September.
The new title, codenamed Project Fashion, will be renamed and edited by
fashion writer Sarah Mower. Mower currently writes a weekly column on
style for the Evening Standard’s ES magazine.
She is a former fashion features editor of US title Harper’s Bazaar, and
advises Top Shop on catwalk trends on a consultancy basis.
The publisher in charge of the project, Margaret Heffernan, would not
give further details about the title before its formal launch next week,
but it is likely to focus on upmarket fashion.
But she told PR Week sister title Campaign Media Business last year:
’There is nothing quite like Italian Vogue in the UK market. That
top-end fashion market is very exciting and we always thought that Frank’s
greatest strength was its fashion.’
Frank was launched by Wagadon in 1997 as an ’intelligent women’s fashion
magazine’. It was aiming for a circulation of 100,000, but by its last
full set of ABCs, circulation was down to 37,000.
Wagadon published the last issue in May last year, saying that it would
relaunch the title as a quarterly style bible, a female equivalent of
its Arena Homme Plus title. But by July 1999, Wagadon had been acquired
by Emap and the plan was never put into action.