Glossing It Up
My desk currently boasts an impressive stack of magazines. Glossy, lovely, fabulous new issues of my favorite magazines - completely unread. Who has time? And yet, I cannot pass a coverstand without reaching for the prettiest cover on the shelf. It's an issue (pardon the pun).
On the heels of Lonny, Matchbook, Rue and a smattering of other "digimags" - Paloma and crew finally released the much anticipated premier issue of their own. Much to the benefit of each and every one of us - these are all fantastic publications bound to have a lasting impact on both the readers and the forces behind them. If you're a blogger nursing your blog, you can appreciate how difficult it must be to put together such a massive product as a multi-page magazine. Love my fellow high-achievers!
High Gloss, as the name implies, is indeed glossy and glamorous. I honestly can't recall the last time I devoured a magazine from cover to cover. To me it is the lovechild of InStyle meets Elle Decor meets full interactivity. The ultimate marriage of my two favorite print publications with the clickability and convenience of the web. The tone is that of a chic best friend filling you in on her secrets. It does this without ever seeming haughty or exclusive. In fact, that's what I love best about it - its inclusiveness.
The team behind the magazine presented aspirational content in an approachable format without ever going DIY or seeming distant. I am truly impressed.
The editors also reached out to a handful of bloggers, photogs and other creatives to contribute to the first issue. You'll even see an article in there from yours truly. It might be this "we're all part of the issue" vibe that makes High Gloss so appealing. Mixed in with the bold faced names are bloggers, writers and stylists you know and love - or SHOULD know & love.
Maybe I just happen to be the ideal target audience, but High Gloss really hit the right notes for me. It's a lifestyle magazine and I'm a lifestyle designer. It's a match made in heaven. Equal doses fashion and interiors makes for a mighty fine recipe. Add in dashes of entertaining, beauty and destinations and you've just created the Venti cocktail. Only I didn't have to create it. It's as though they were reading my mind.
Content, layout, photography... it is really a fantastic effort on the part of the editorial team and elegantly put together. While there's much debate over the potential for these projects (and the ultimate value of them in printed form), one thing is certain: we've entered a new era. Anything really is possible. Launching a new business, a new site, a new model, a new vision is all within reach of each of us. The question is not "can you"... the question is WILL YOU. And these girls did.
High Gloss girls, I cannot WAIT for issue number two, three, twelve and so on. Congratulations on a fantastic launch, ladies! Keep that glossy attitude coming!