Female (Singapore) - - CONTENTS -

In re­cent months, I’ve taken to shar­ing a glimpse of our print is­sues on In­sta­gram Sto­ries in my per­sonal ac­count @noelle.loh. It’s a fun, easy way to call out to work con­tacts and credit con­trib­u­tors (insert high five emoji @voodooy­oodoo – that’s fash­ion edi­tor Im­ran Jalal). Mostly though, it’s my per­sonal way of show­ing off con­tent that I’m proud of , in the ul­ti­mate hope of en­tic­ing peo­ple to pick up a phys­i­cal copy.

It’d be fool­ish to deny how the sig­nif­i­cance of tra­di­tional fash­ion pub­li­ca­tions has changed and not adapt to it. For many, in­clud­ing Fe­male, that has meant ex­pand­ing and evolv­ing dig­i­tally. One more way – and one that we feel pas­sion­ately about – is to fear­lessly up the ante of our print edi­tions.

We do so at even higher gears during the key fash­ion months be­cause our book di­men­sions lit­er­ally get big­ger. It’s also when we pause all reg­u­lar col­umns and al­low our­selves to be as cre­ative as we can. Ev­ery­thing in here is based on one goal: to bring back the magic of get­ting ex­cited by a fash­ion mag­a­zine cover to cover, dig­i­tal con­tent not­with­stand­ing.

We’re not the only ones get­ting in­spired by a twinge of nos­tal­gia. On the run­ways, brands are de­liv­er­ing some of the sweet­est throw­backs (pg 136), al­most as if to say that fash­ion be­fore was in­deed bet­ter. With the ’90s soon to be­come le­git­i­mately vin­tage (ie 30 years or older), we also got three new­comer lens­men who were kids during that era to in­ter­pret the sea­son’s key looks (pg 152). The re­sults are re­fresh­ingly ro­man­tic.

To am­plify the en­dur­ing glam­our of fash­ion ed­i­to­ri­als, I flew to New York to shoot 11 mod­els with the ir­rev­er­ently cool Aus­tralian pho­tog­ra­pher Brid­get F lem­ing and star-stylist-in-the-mak­ing Anna Kat­sa­nis. And we’ve al­ways stood by that the vis­ual rich­ness of print is some­thing that can’t be repli­cated on­line, so our art team’s in­ge­niously rein­ter­preted the de­sign trends of the mo­ment – script ty­pog­ra­phy, poster art, bold colours – to com­plete our one-two punch.

There’s lots that I’ll be show­ing off on IG Sto­ries, but the full thrill can only be ex­pe­ri­enced with this copy. Rel­ish it. We’ll be back with more next month.

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