V

What V, the newest magazine from New York's Visionaire publishing, lacks in content it makes up for in style. Its logo takes up the entire cover. On its second issue the cover features a silver embossed full-page "V."

From there the magazine only gets stranger. It's oversized with a cover area of 204 square inches, and it's not stapled or perfect bound, but opens like a poster. V is essentially a New York style, fashion, and art magazine that approaches editing very differently than any other publication.

Where most magazines design their content to stand apart from advertisements, V's pages look just like its ad pages, which is appropriate, since most of the editorial pages are actually thinly cloaked product endorsements themselves.

The advertisement/editorial philosophy only partly shows what makes V unique. Instead of trying to distance itself from the culture it aspires to write about, V brings that culture straight into the magazine. A two page spread about the band Spacehog is written by Antony Langdon, the band's lead singer.

Visionaire obviously isn't trying to make a magazine that is bound by traditional philosophies of publishing, nor is it concerned with being a national or regional publication. Part of what makes V so notable is its around-the-world nature. The second issue jumps to the Middle East for a quick look at the newest urban fashions of Beirut.

Getting the idea this magazine is an attempt at creating pure eye candy? You're probably right, especially when a stop on the world fashion tour lands in Germany, where a photo of a bare rear-end sports a fanny pack made of recycled road waste.

This is definitely eye candy for the youngest of the fashion-obsessed.

[Back to 30 Notables of 1999]
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