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12-09-2003
  1
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VMan #1 September/October 2003 : Elias McConell by Mario Testino
Quote:
Originally posted by Models.com

Front Image: Actor Elias McConell Ph by Mario Testino for V Man

Let's face it, the US men's fashion market has not been the most scintillating place in recent years. While the more directional of men's fashion designers have been crafting gorgeous runway moments, the American editorial reflection for this world has been somewhat sedate. That's why when word surfaced that the resourceful minds behind Visionaire and V magazine were brewing a new men's publication, our anticipation level flew off the charts. It was clear a major publication opportunity was being seized by the parties best suited. MDC caught up with Stephen Gan, Founder and Editor of Visionaire, V magazine and V Man, and Creative Director of Harpers Bazaar in between his many duties for this exclusive preview of V Man. And that's not the end of it. Stay tuned to MDC for more exclusive sneak previews of what promises to be the most exciting men's magazine in years.

Models.com: We're hoping V Man is going to be oversized, bi-monthly and very very glossy.
Stephen Gan: Yes V-Man will be as glossy and well printed as V...everyone seems to want that...but it will only come out twice a year in the beginning. The premiere issue is Fall/Winter 03 and the next will be Spring/ Summer 04 until we choose to quicken the pace. V Man has to develop its own sperate identity from V, which is why it has its own logo for branding an image, and also why it is the size of regular magazines. Yes its smaller than V because we just had to imagine V Man being able to be rolled up, stuck in a briefcase, a backpack or gym bag. Guys need to be able to grab it and go.

MDC: What new elements do you see V Man bringing to the men's magazine market.
SG: We like to think we can offer "full on fashion" for the American male. Everyone keeps talking about a new breed of males, we'd like to think we address them...

MDC: Who is the V-Man. Is he young? Rich? Decadent?
SG: We think it's a matter of taste more than age, and there are guys out there who are interested in looking good, who have money, but are young and cool, and have a wide eyed openness to style, fashion, design...and who are interested in a new concept of "male chic!" Think Karl Lagerfeld meets David Beckham meets a skateboarder meets a young executive...we'd like to think all these aspects are covered...


Back Image: Brad Kroenig/Ford Ph. by Inez van Lamsweerde and Vinoodh Matadin for V Man

MDC: A high taste point for women's fashion is a proven idea. Do you fear that a high taste point for men's fashion in the US might be a tough sell?
SG: I like your question about "high taste point" because I think that's a subject we play with throughout the magazine. I think guys like extremes...Dior mixed with the Gap...so we look at everything sort of the same way. There's shopping pages on sneakers, CD's, as well as art, cars and jets...there's monogrammed luggage stories, a mens earring story called "haute studs" as well as stories on dream bachelor pads...You may live in tshirts and jeans like I do but we all dream about these things right?.So actually maybe it goes beyond taste, maybe its just about being a guy!

MDC: So will there be an occasional sexy-babe-in-a-bikini cover a/l/a the "lad" magazines like Maxim and Stuff?
SG: Yes everyone wants to know if there are babes in bikinis.Actually there is one fully naked Carmen Kass...which is better than lots of babes in bikinis...and she's shot over 6 pages by Inez van Lamsweerde and Vinoodh Matadin.And she's got nothing to hide.

MDC: Will you be more celebrity skewed or will you sell fashion via the male models?
SG: I think the mix of both is always good...however while working on the mens alphabet story with Inez and Vinoodh and Joe Mckenna who styled it, we were faced with whether to do celebrities or models, one for each letter of the alphabet. We ended up with 26 top male models...As in A is for Alexis, B is for Bruno.I'd like to think V Man will usher in the return of the male supermodel! We haven't seen that in a really long time and fashion needs it!

MDC: Some of your first issue advertisers and contributers include...?
SG: The contributors include: Hedi Slimane making his photographic debut, Mario Testino, Inez and Vinoodh, Karl Lagerfeld, Mikael Jansson, stylists Joe Mckenna and Karl Templer among many others.Key advertisers include Dolce & Gabbana, Dior, Gucci, Louis Vuitton, YSL, Hugo Boss, Versace, Valentino,Hermes, DKNY, Chanel, and Fendi, among many others....

MDC: Any last bit of info our readers should know Stephen?
SG: Remember, it hits newsstands the end of the month (Sept) and it's only $4.95
MDC: (lol) $4.95! We’re sold!
I can't wait to pick it up.

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12-09-2003
  2
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I have to make sure I get one, I can't wait! Plus Carmen Kass .

Thanks for sharing, Astrid.

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12-09-2003
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dont like the 2nd cover and trust me not many guys shall.

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12-09-2003
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i both covers although they're very different. may be that's the point?
can't wait to bring V Man home!
thank you for sharing this, Astrid

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12-09-2003
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Quote:
Originally posted by eguana@Sep 12th, 2003 - 5:34 am
dont like the 2nd cover and trust me not many guys shall.
I like the second cover but I definitely agree with you on your other comment. I don't think V Man will have a huge market reach because, like Arena Homme Plus, the readership will largely be young, urban gay men working in art or fashion. And a few female fash freaks thrown in.

For a men's mag to have a huge market it really has to stoop to the lowest common denominator--think Heidi Klum, Alyssa Milano, and other cheesy actresses baring all. I can't see V Man doing that.

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12-09-2003
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Quote:
Originally posted by Serena@Sep 12th, 2003 - 6:18 am

can't wait to bring V Man home!
i cant wait to bring that 1st cover boy home......

does anyone have any info on him?? does he live in LA or NYC???
is he gay?? hope not

he's hot!

i guess i have to see this movie he's in .......

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12-09-2003
  7
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he's ok i dont normally go for faces like that

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12-09-2003
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sounds cool, love teh second cover, the first is prityy boring, i have afeeling though it is definetly nto going to be as intresting as V, but it should still be good.

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12-09-2003
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Quote:
Originally posted by LolitaLuxe+Sep 12th, 2003 - 2:08 pm--><div class='quotetop'>QUOTE(LolitaLuxe @ Sep 12th, 2003 - 2:08 pm)</div><div class='quotemain'> <!--QuoteBegin-Serena@Sep 12th, 2003 - 6:18 am

can't wait to bring V Man home!
i cant wait to bring that 1st cover boy home......

does anyone have any info on him?? does he live in LA or NYC???
is he gay?? hope not

he's hot!

i guess i have to see this movie he's in ....... [/b][/quote]
he IS purty

he is 17, though

he was in Gus Van Sant's Elephant, which was a Columbine inspired movie, I think...I think it won the Palme d'Or at Cannes

apparently it's the only thing he's been in

http://www.rottentomatoes.com/m/Elephant-1...443/reviews.php

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12-09-2003
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Quote:
Originally posted by chickonspeed@Sep 12th, 2003 - 10:49 am

For a men's mag to have a huge market it really has to stoop to the lowest common denominator--think Heidi Klum, Alyssa Milano, and other cheesy actresses baring all. I can't see V Man doing that.
you have a point there, but there is still a potential if done right. if they'll be putting hip, interesting men on a cover, V man will find enough readers among both straight & gay men, as well as women. if it will be a sexy, suggestive cover, than it will be bought by gay men & women. in any case, does not seem like V has ambitions to be next Maxim or Stuff. it's still an
"elite" mag

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13-09-2003
  11
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Quote:
Originally posted by HBoogie+Sep 12th, 2003 - 6:25 pm--><div class='quotetop'>QUOTE(HBoogie @ Sep 12th, 2003 - 6:25 pm)</div><div class='quotemain'>
Quote:
Originally posted by LolitaLuxe@Sep 12th, 2003 - 2:08 pm
<!--QuoteBegin-Serena
Quote:
@Sep 12th, 2003 - 6:18 am

* can't wait to bring V Man home!* *

i cant wait to bring that 1st cover boy home......

does anyone have any info on him?? does he live in LA or NYC???
is he gay?? hope not

he's hot!

i guess i have to see this movie he's in .......
he IS purty

he is 17, though

he was in Gus Van Sant's Elephant, which was a Columbine inspired movie, I think...I think it won the Palme d'Or at Cannes

apparently it's the only thing he's been in

http://www.rottentomatoes.com/m/Elephant-1...443/reviews.php [/b][/quote]
17 ......thats means if we got down i could get arrested
aw well, im not into playing teacher so i'll let go

damn.

thanks for the info

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13-09-2003
  12
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Quote:
Originally posted by LolitaLuxe@Sep 13th, 2003 - 3:10 am
aw well, im not into playing teacher so i'll let go*
I am. He's too cute (if I was older).

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28-09-2003
  13
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Quote:
Originally posted by FWD@ September 25, 2003 - NY and Paris
Between Lowbrow and Highbrow: Behold V's Little Brother

By Chris Bletzer and Karl Treacy

VMan, the biannual baby brother of V, could be just the jolt America's men's magazine market needs.

Sure, there are fashion mags for boys, but none caters to its readers like such titles as Arena Homme Plus or Vogue Hommes International do in European markets. GQ or Details, for example, try to teach men exactly what to wear, rather than suggest a certain aesthetic in the way that Vogue or W do for women.

"American menswear is stuck in a time warp -- at least in how it's reflected in American magazines," Stephen Gan, VMan's editor-in-chief and creative director, said in a phone interview in New York this week. "VMan has a positive energy. It celebrates men's fashion." And it’s celebrating in a much more heady, sophisticated way than any other American men's magazine has done before.

That's not to say VMan goes over the conceptual deep end though. "Visionaire and V have artistic license to go as wild and edgy as possible," Gan says of the other two titles he co-founded. "But when it comes to VMan, we'd like to take it in a direction where it starts to penetrate the mainstream ... we want to disseminate men's cool throughout America."

The 212-page launch issue, due to hit U.S. newsstands Monday, majors in bite-size chunks of information and a slick writing style peppered with wry commentary and intelligent punch-lines.

"It's sort of like a lowbrow take on the highbrow," VMan's Paris-based editor Philip Utz, once Talk magazine's European fashion correspondent, explained in the French capital this week. He was talking about an article on art for the uninitiated, one of the magazine's many features that gently leads men bereft of encyclopedic knowledge through the worlds of fashion and popular culture. There is, however, little lowbrow in the delivery.

To wit, a spread called "Monogramy" features the VMan logo emblazoned on a Goyard briefcase, Christian Louboutin slippers, Stern writing paper, and a Charvet shirt. "The average guy's never heard of Charvet," Utz admits, hence the easy-to-absorb mini bio on each brand.

VMan is a magazine of ordinary dimensions, as opposed to its big sister's elephantine proportions, which Utz says makes it more credible for the ordinary man on the street to be able to stash under his arm. After all, tapping Joe Schmoe is the point here. The target audience –- 18 to 35-year-olds -- is predominantly and unashamedly heterosexual.

"Fashion isn't just for the limp-wristed, the nancy pants," insists Gan. "An interest in style can go along with masculinity -- even studliness."

But don't say the m-word. "I tend to cringe when I hear the word 'metrosexual,'" says Gan. "When they're using the term on daytime TV, you have to worry."

He admits, however, that he had David Beckham-types in mind as readers -- "guys who love fashion and looking good and aren't afraid to show it ... a certain open-minded guy out there with taste."

Though a sexy inside spread titled V-va-va-voom (quirky V-themed headings adorn most text pages) is to be a consistent feature -- this time it features an interview and nude shoot by Inez van Lamsweerde and Vinoodh Matadin of model Carmen Kass -- Utz says the magazine's cover will always feature a male mug shot. For the launch issue, Mario Testino shot young actor Elias McConnell, star of Gus Van Sant's film "Elephant."

With the wider male populace growing more gay-friendly -- a phenomenon in the U.S. that Utz credits partly to the success of "Queer Eye for the Straight Guy" -- the magazine has also added voices with camp appeal. Barneys creative director Simon Doonan, for example, provides a step-by-step guide to crafting the perfect Hermes tie knot, with the pictorial assistance of a topless Crazy Horse Saloon dancer, though -- "Straight men like tits, right?" Utz asks mockingly.

Upping the homoerotic ante somewhat comes Dior Homme designer Hedi Slimane's first fashion shoot, of guys in underwear, and a two-page fur story that pictures naked men reclining among luxurious pelts. And in the ABC vein of stories like three different ways to wear the same jacket and how to dress for a date with Chelsea Clinton or Beyonce, is a 26-page fashion shoot disguised as a photographic alphabet (with lettering designed by M/M) of the current top male models.

The back section of the magazine, read from the reverse side, is devoted to health and beauty, with a separate cover by Van Lamsweerde and Matadin of a bearded male model who Utz concedes has something of a "Jesus Christ, Superstar" look. This section features a spread on gyms, giving plus points and, most importantly, prices. Designer Rick Owens also plays personal trainer with at-home exercises.

"It's very good for a launch issue," Utz notes of the 50 ad pages from names like Louis Vuitton, Guess, Dior Homme, YSL, Hermes, and David Yurman. Dolce & Gabbana and D&G have double pages inside the front and back covers, respectively.

In the current advertising climate, Utz and Gan are adopting a wait-and-see approach as to when the magazine might increase its circulation (the initial print run is 25,000) or make the jump from biannual to more frequent publication. Their hopes are high though. "It's like we've opened a Pandora's box," says Gan. "It's just such relatively uncharted territory -- at least in the U.S. -- there are so many places to go with it."

He's not quitting his day job though, as creative director of Harper's Bazaar, and dismisses the rumors of tension between himself and the title's editor-in-chief Glenda Bailey. "I'm working very hard for Harper's and believe strongly in it -- why else would I be here [on a Harper's Bazaar shoot] right now?" he asked in Wednesday's phone conversation. "Let that be a sign to people who say otherwise."


Last edited by Astrid21; 28-12-2006 at 02:53 AM.
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28-09-2003
  14
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Thanks for the info, Astrid!

I hope the issue will reach Manila, like, next week!

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28-09-2003
  15
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You're welcome.

Quote:
Originally posted by Models.com

<span style='color:gray'>Photographed by Inez van Lamwsweerde and Vinoodh Matadin for V Man
Quote:


The people have spoken! MDC's members are demanding more coverage of the male modeling scene and we are very happy to comply! As promised here's, a first look at the audacious Alpha Men story featuring 26 of the hottest male models as shot by Inez van Lamwsweerde and Vinoodh Matadin for V Man. The story is so inspirational it inspired us to package a special Men's Issue of OTM featuring further previews of this story from V Man, a radical overhaul of MDC's Top 50 Male Models and exclusive interviews with some of today's hottest male faces.
Equal rights is a beautiful thing!
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