When Style.com, the Conde Nast-founded web site known for its exhaustive coverage of high fashion including thousands of well-organized runway pictures, launched a magazine last fall, some folks were puzzled. A digital site launching a print product? Isn't that usually the other way around?
But when Style.com/Print came out, filled with lush photography and quirky digital-world inspired layouts, many a fashion girl could be seen lugging the oversized magazine on the subway (we don't all take cabs, contrary to the Hollywood movies) and eagerly delving into it, or gushing away on Twitter.
Now issue No. 2, covering the Fall 2012 round of fashion weeks that ended just weeks ago is about come out, and the effort takes another step forward with many more stories to complement its reader and editor top 10 lists and Tommy Ton street style photos.
Four sections look at highlights from New York, London, Milan and Paris fashion weeks, and include well-told, deeper profiles of some of the most interesting players in each scene including Joseph Altuzarra, J.W. Anderson and Carla Sozanni, who owns the influential 10 Corso Como "concept shop" in Milan. There's also a look at Georgina Chapman of Marchesa as she helps celebrities prepare for the Oscars. The cover story profiles Alber Ebaz as he celebrates his 10th anniversary at Lanvin and his continues to reach for perfection.
Editor Dirk Standen says in his opening story that with a multitude of corporate designer reshufflings recently, he wanted to keep the focus on the people, who, of course, are far more complex than the daily fashion business news headlines would suggest. "When you go behind the scenes, you are shining a spotlight on the people involved."
It should go without saying that the magazine still has the beautiful photography and trend-spotting that keep things fun. (And check out the darling paper-doll style drawings by Michael Roberts that enscapsulate each set of shows; Style.com should turn these into downloadable wallpapers for all our digital devices.)
The whole magazine works together to feel like a super awesome love letter or yearbook from the Fall 2012 shows. If you were luckly enough to be part of it, you'll enjoying looking back. If you were only tuning in from home, the magazine definitely gives you a high-level sense of the whirlwind, and in fact may in some ways be better because you can actually take it all in rather than rushing from moment to moment.
You can order Style.com/Print for $6.99 at Style.com/magazine or look for it on newsstands next week. (It will be available in several more international locations this time around, too.)
Cover Image: Nick Waplington for Style.com/Print; Backstage at Altuzarra: Jocelyn Bain Hogg for Style.com/Print