IPC Extends Loaded Fashion With New Style Mag
IPC ignite! is to extend its iconic Loaded brand with the creation of new style magazine dubbed Fashion Inc, targeting wealthy, image-conscious men with aspirational yet grounded editorial content.
The new title, publishing bi-annually, will his newsstands on 24 March priced at £5, bringing together the Loaded Fashion brand and the heritage of IPC’s parent company Time Inc, publisher of internationally renowned titles such as Time, Fortune and Wallpaper*.
Weighing in with a hefty 100 pages more than Loaded Fashion, the new title will also sport superior production values throughout, focusing on men’s style as well as luxury accessories, grooming, interiors and personal technology.
IPC hopes to attract affluent AB males aged between 25 and 45 to the title, which pitches itself as a style bible for “urban professionals with separate wardrobes for work and play.”
Explaining the magazine’s unique proposition, editor Adrian Clark said: “The present fashion bi-annuals for men fall into one of two categories – those aimed at mass market consumers, often with a dumbed down and cynical approach; and those targeting the fashion trade with elitist and intimidating editorial. There is space between these two categories for a magazine that takes fashion seriously, is proudly aesthetic, but also provides grounded and useful editorial.”
IPC Media: 0870 4445000 www.ipcmedia.com