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.