IS a wonderful journey. For over six years—and coming up
to seven—Lucire has been bringing you the latest fashion
news. Every month—sometimes every week—there’s an enquiry about
getting one’s hands on a print edition. And after all these years,
something’s being done about it.
It’s not that these comments have fallen on deaf
ears. In earlier times, Lucire didn’t have the means to carry
out a print edition single-handedly. Actually, without the cooperation
of modelling agencies, companies and, of course, our loyal readers,
we still don’t. But when you add everyone into the mix, then we
might just be able to pull it off.
Especially the readers (check out p. 106 in the Life/Style
section PDF to learn why: you
really feature in it because magazines must report from the real
world, not fashion’s marketing departments).
|Were asking for
your help. What do you want from a fashion magazine?
Lucire has always done things fairly, which
is why you’ve seen students alongside big-name designers, or why we’ve
listened to your comments so we can sincerely do the stories that
you want. Our aim in print is to create a magazine with soul. In the
words of Sandy McLendon, editor of Jetsetmodern,
‘[Lucire] is the anti-Vogue; a magazine that has
something to say to real women—make that real people—everywhere.’
That’s why we’re asking for your help. On this
page is the Lucire May 2004 ebook, printed samples of which
exist in some advertising and sales’ rooms, and even more PDFs
are floating around the world. We’ve divided it into 10 files, all
saved in low resolution, for you to download and critique. And enjoy,
What do you want from a fashion magazine?
Is our idea of using a model with a proper figure good or bad? Is
the cover a bit washy? Do you want more beauty and fashion coverage?
Feel free to feed
back your comments to the Lucire StyleTalk forum where
we’re making the the magazine discussion totally public. Advertisers,
surf over to www.lucire.net where
we’re updating our print preview site. And just as an incentive, weve
five, one-year-long subscriptions up for grabs: click
here for more information.
Lucire is about being yourself—and that
means we refuse to treat readers like morons. You have freedom,
you have style, and you have intellect—we’re just your companion
to expressing who you are. We’d like to do that in one more medium
than we currently do.
The journey to the May 2004 ebook
| Jack Yan
Not that Lucire
Print was a new idea that dated back to October 2003. We’ve
been considering non-web media since 2000. We’ve been doing
print-related items since 2001. What made 2003 different was
that we could finally see how we might put it together. I
spent my late summerearly autumn in Europe and the US
looking at potential deals that could make the magazine a
reality. In the end, we did it as we did the web magazine:
our way, without other companies.
Lucire publisher Jack Yan with Looking abroad
model and former Lotto presenter Imogen Ovens. (Photographed
by Karl Priston.)
In January 2004, technical issues were sorted
such as the size, frequency and potential circulation and
we set to work with a then-hypothetical October release. But
it’s not a matter of taking web content and putting it on
paper—you can do that for free anyway. A magazine must offer
something special, beyond what the web counterpart does.
The ebook was an exercise on several fronts.
First, we needed to show some doubters that we have the capability
to do a consumer print title—17 years of contract publishing
must count for something. Secondly, we needed to establish
a voice in the context of print—this is completely different
to the web. Thirdly, we needed to do it for ourselves because
print involves a shift in culture and working practices.
We need your help now. Download the PDFs and
see that we’re not lying about trying to make this your magazine.
We are the voice of the real person, not the marketing departments
of the fashion companies. We’ll tell you what they have that’s
new, but we won’t sell you out. But let us know what we can
I hope to have some great news for you all
before the year is up. •
Jack Yan is founding publisher of Lucire.
Peugeot New Zealand
Montana Wines Ltd.
Craig Campbell/Wellington City
Cathy Campbell Communications
Nicky Casey/United Travel
Margo Barton/Otago Polytechnic
Danelle Radel/Klone Hair
ID Dunedin Fashion Committee
Jones Publishing Ltd.
Edward Talbot/Helen Talbot
Sales & Marketing
Institute of New Zealand
Download or read the PDFs
You will need Adobe
Reader to view these documents.
Opening pages: contents page, editorial, contributors
Catwalk coverage: New York special by Phillip D. Johnson,
Montréal by Susan Kelly, Lisboa by Tiago E. Santo, Barcelona
and Dunedin by Jack Yan (1,634 kbyte).
Fashion pages: bag special, fashion trend pages, compiled
by Kathryn OSullivan with Stevie Wilson (1,100 kbyte).
Beauty pages: Q&A with
Stephen Sollitto, beauty trends by Nicola Brockie and Stevie Wilson,
Oscar suites by Stevie Wilson, Brent Lawler by Clare Marshall, male
grooming (1,706 kbyte).
Cover story, in association with UNEP:
Jennifer Siebel interview
by Jack Yan, photographed by Jon Moe, with additional material by
Devin Colvin (731 kbyte).
Shoot no. 1: Looking abroad photographed by Karl Priston,
make-up by Aliana Nicolls using LOréal,
Clinique and Estée
Lauder products, hair by Danelle Radel using LOréal
Professionnel exclusively, styled by Marcia Hudson and Anjali
Stewart and modelled by Imogen Ovens, represented by Vanity Walk
Shoot no. 2: Land girls photographed and styled by Amanda
Dorcil, scanning by PMP
Digital and models courtesy 62
Models (992 kbyte).
Shoot no. 3: Love among the ruins photographed by Amanda
Dorcil, styled by Rebecca Fenton, assisted by Anna Huff, photography
assisted by Straton Heron, hair by Liz Ward and Anita Rice using
Davines, make-up by Louise Rae at MAC,
models Katrina and Gabriel courtesy 62
Models. Published simultaneously with Pulp, www.pulpmagazine.net
Volante pages: travel editorial and Helsinki special by Jack
Yan (897 kbyte).
Life/Style pages: products, motoring column, The Scene
paparazzi pages, astrology column by Susan Kelly, creating single-breasted
dresses for breast cancer survivors by Annette Holt-Siketa, market-place,
special about our readers (1,056 kbyte).