New Fashion Mag To Face The Market

A new fashion magazine is set to launch in the UK and beyond in the spring, potentially taking the place of the once successful style bible, The Face.

The high-end fashion and culture mag, Plastique, will be published four times a year, and is set to have a cover price of £3.80.

Plastique, founded by Benjamin Shrimpton, will be distributed at retail chains and independent retailers in the UK, as well as in foreign markets such as France, the US and Italy to develop a global presence.

The title has appointed Diabolical Liberties to carry out fly posting in order to get the Plastique logo and cover in the public eye. Promotion for the April edition kicked off at London Fashion Week and includes 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.

The magazine’s predecessor, The Face, was started in May 1980 by an independent publisher and closed in the middle of 1994, although the title stopped reporting ABC figures the previous year.

It was often referred to as the “80s fashion bible” and was influential in championing a number of fashion, music and style trends, whilst keeping a finger on the pulse of youth culture for over two decades. Its best selling period was in the mid-1990s.

In 1999, the title’s independent publisher, Wagadon, was sold to EMAP. Its closure has been attributed to a stale format and too many competitors, which had caused sales to slide and advertising revenue to fall.

NewsLine will have full coverage of the ABC consumer magazine concurrent release from 12 noon tomorrow, Thursday 15 February.

Plastique Magazine: www.myspace.com/plastiquemagazine