A new year means another female magazine launch. Come Tuesday, IPC's new womens weekly magazine Look, goes on sale and they really turned on the promotional push this week with free sample copies being handed out. I'm not sure how it works in the rest of the world but the UK is very much into its weekly magazines and in recent years, those weeklies have shifted the focus onto fashion with titles like Grazia (it's supposed to be the weekly Vogue) successfully launched and buoyant. But Look doesn't have such lofty aspirations - it's 'unapologetically mainstream', targeted at the 18-30 cash-rich, no-ties female and will focus on supposedly the two obsessions of women these days; fasihon and celebrity. It will report all the up-to-date offerings from the high street.
However, I'm afraid that though the magazine is seemingly giving the public what they want, it's also contributing to a bit of a problem in the UK, which is that fashion becomes more disposable. Promoting 'must-have' items of the week makes Vogue's 'hot' lists look tame in comparisom. You might flick through this Look rag every week and think to yourself, 'I have to buy THAT, THAT and THAT!'. As it is, I think London goes through trends faster than any city I've encountered and somehow weekly fashion magazines that have to come up with fresh content combined with the fast turnovers in stock on the high street all contributes that. I'm all for trying new things but I'm also for trying to establish a sense of style and self. Does fashion really need to be this rapid-moving? Moreover, I'm also wary of the burgeoning celeb-connected-to-fashion pattern and a magazine that purposefully exploits that and encourages it is in my eyes something to be suspicious of.