Big Brands Back New Fashion Mag Launch

Top brands such as Toni & Guy, Fred Perry and Nicole Farhi are said to be involved in the launch of the new quarterly high-end fashion and culture mag, Plastique.

The launch edition of the publication, which could potentially take the place of the now defunct The Face and compete with the likes of Vogue, goes on sale on 28 April with a target circulation of around 160,000.

The magazine will be based in the UK but will have global distribution and will be made available in fashionable foreign markets such as France and Italy.

Other notable launch advertisers include Vivienne Westwood, American Apparel, Frankie M, G Star, Kisa, David Bitton, Flawless, Paule Ka, Les Ambassadeur, Marc Jacobs, Social Suicide, and Ranio.

Plastique, founded by Benjamin Shrimpton, aims to target young fashion-conscious men and women.

Earlier this year Plastique appointed Diabolical Liberties to carry out fly posting in order to get the title’s logo and cover in the public eye.

Promotion for the launch edition kicked off at London Fashion Week and included Plastique billboards in high profile areas such as Brick Lane, perfectly placed for the Hoxton/Shoreditch scenesters of today’s London to imbibe the new brand (see New Fashion Mag To Face The Market).

Smaller publishers have failed to break into the troubled UK magazine sector, and in the past month weekly titles So London (see New Glossy Weekly Shuts After Two Issues) and Popworld Pulp (see Popworld Pulp An Almighty Flop) have folded just weeks after launch.

High-end fashion flagship Vogue, on the hand, has bucked the general flailing magazine sector’s trend in recent years, boosting its circulation year on year.

Yesterday it was rumoured that Emap was set to launch a free men’s magazine (see Emap Considering Launch Of Free Men’s Mag), following on from the success of free men’s title Sport (see Free Sport Magazine Launches In London).

Plastique Magazine: www.myspace.com/plastiquemagazine