Chanel launches his magazine. But it is not the first fashion brand to do it: here are all the cases of brand publishing to know

Rely on printed paper Is it still relevant? Definitely for Chanel yes, all right, since he just launched his new one printed magazine Arts & Culture. A guided publication Yena Peel, president of the Culture Fund of Maisonwhich will be available from June 28 in 20 independent bookcases selected from all over the world. From Amsterdam to Los Angeles, from Bangkok to Milan. The goal? “Putting missing narrative in the foreground, promoting collaboration between different disciplines and help to emphasize transformative ideas that positively impact culture and society”.

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Just think that the protagonist of the first volume cover is a 1921 bust of Gabrielle Chanel signed by the sculptor Jacques Lipchitz and immortalized by the photographer Roe Ethridge wearing a pair of metallic sunglasses of the Chanel Autumn-winter 2002/03 parade. Not just one Call-to-action to the sale of clothes, but a tangible contribution to the brand’s value world.

On the same wavelength we find several cases of Publishing brand. On the one hand, some, although from the revolutionary scope, were attached to a certain historical period. As Sixthe legendary half -yearly magazine of Como des Garçons active from 1988 to 1991, easily comparable a poetic work of the pasta. Today very precious. OR La Palacenamely the black and white fanzine of Gucci published between 1978 and 1983 and exhumed with a number edited by Olivier Zahm (co-founder and editor-in-chief Of Purple) on the occasion of the spring-summer 2019 parade. or again, Emporio Armani Magazinea newspaper directed by Rosanna Armani, younger sister of King Giorgio, on newsstands from 1988 to 1997 and subsequently taken up exceptionally by two special numbers after twenty years: r’ea’rranged (2017) and The Way We are (2021).

Cover of n. 17 of Emporio Armani Magazine. Photo is by Enrique Niculescu.

On the other, there are then those who do not throw themselves into a paper editorial project of their own, but prefer to support similar realities, to which they become attached, in which he believes. That otherwise today they would hardly see the light of the sun. We are talking about Bottega Veneta. Not only in 2023 supports the debut of the Revue d’Art intellectual Magmabut in 2022, under the creative direction of Matthieu Blazy, he raised the historic Queer magazine Buttfounded by Gert Jonkers and Jop Van Bennekom. Exactly ten years after his last issue. Exquisite pink pages bubble gumpocket format, sincere conversations, in no uncertain terms and shots without veils for an authentic LGBTQia manifesto+ now as then.

Cover Buttn. 33.

Paraphrasing Freek Lomme, “in a strongly digital world, there is parallel the urgency of regaining a tactile-matater consistency”. And perhaps the choice of the high fashion brands to resort, despite everything, to the ink on paper is one of the most evident tests. Here, therefore, are some examples of Luxury fanzine still widespread regularly. To which we are definitely not yet (and perhaps we will never be) ready to give up.

Le Monde d’Ermès

Is one of the magazines branded more long -lived and prestigious – launched well before the very concept of “branded magazine»Or”Content Marketing»It really existed as a global phenomenon. The idea, from the beginning, in 1973, was to create a cultural bridge between Hermès and its customers: a magazine that would tell the Savoir-Fairethe crafts and the creative universe of the maisonwithout being a mere catalog. Published twice a year, distributed in boutiques and sent to selected customers, today it is a real collector magazine.

Acne Paper

Launched for the first time by Acne Studios as a half -yearly magazine in 2005, Acne Paper He closes his doors in 2014, and then returned to June 2021, extended to 500 pages. Here, fashion has always been one of the many pieces to tell the puzzle of the cultural scene tout courtbetween photography, art, literature, theater and creative writing. A transversal approach, that of the director Thomas Perrson, who involving names of the highest level has now definitely conquered the admiration, if not the veneration, of the public.

Cover Acne Papern. 20.

Dior Magazine

Dior Magazine It is based on the idea of ​​visually telling the brand’s collections in a deep way, going beyond the seasonal catalogs. In fact, the images often anticipate the concept parades. Born in 2012 under the creative direction of Raf Simons, it stands out for the famous author photographs and graphics Très Très Chicin addition to telling the artistic collaborations of the maison. It is not available on newsstands, but is distributed in the Flagship Storeas a tribute to Top clientsduring the fashion weeks and special events.

Cover Dior Magazinen. 35.

The Book

Launched in 2014, during the creative direction of Nicolas Ghesquière, The Book By Louis Vuitton is currently published in half -yearly and, beyond being sent to the best customers, is available in the most important and occasionally brand boutiques during the fashion week events. A lot of space is dedicated to contemporary art and the projects of the Fondation Louis Vuittontogether with interviews with artists and creatives, fashion editorials, stories related toheritage and travel reports.

Cover The Book, n. 12.

Loewe Magazine

More “young” is Loewe Magazine. Conceived by the former creative director Jonathan Anderson as mélange Cultural and distributed free of charge with quarterly in the brand’s boutiques starting from December 2023, the magazine emphasizes on the author’s contents, as exclusive interviews with artists and celebrities, on the crafts (fabrics, ceramics, perfumes) and on the tactile design of the coated paper, posters and stickers inside. But it is not the first editorial experience for Loewe. Already in 2018 he launches the fanzine Eye/Loewe/Youthen interrupted in 2022 and replaced with the aforementioned.

Cover Loewe Magazinen. 5.