The crowded fashion magazine market is set for two new entrants as
the publishers of Maxim and Wallpaper* go head to head with new
Maxim Fashion, a brand extension of Dennis Publishing's men's title,
will publish in September, and Spruce, an upmarket fashion magazine from
the creators of Wallpaper* magazine, has its first issue on sale at the
end of August. Both will be twice-yearly.
Andy Semple, Dennis Publishing group publishing director, said the Maxim
title would be aimed mainly at the more fashion-conscious ten per cent
of the Maxim audience, and would be for wealthier readers than those of
the fashion spin-offs of rivals Loaded and FHM.
'It will be more upmarket than those. It is a beautiful-looking magazine
and will deliver big name celebrity interviews, from the
arts/fashion-style crowd. It will be less practical than the FHM and
Loaded titles and have more lifestyle content: more people and more
humour,' he said.
The editorial director of Wallpaper*, Tyler Brule, said his new magazine
would be different from others in the market as it was aimed at both men
and women and would be international.
'Also what I think is different, is that this will be the most upmarket
fashion title in the world both from the point of view of editorial and
production. Things like the paper quality and our investment in
newsgathering correspondents from all over the world in a way that
fashion magazines have not done, will allow us to be there first,' he
Brule expects that the title will not take readers from existing style
titles but will bring in readers from Wallpaper* and other lapsed
fashion magazine readers. The target readership is 28-plus, he said.