A large problem I’ve been noticing in men’s titles is the fear of becoming too fashion or making a real statement in these times. They’re very worried on their market consumer/advertisers as there’s a certain niche buyer for certain mags. Either the stories are soft core p*rn flaunting off abs, butt and a chiseled jaw and maybe a speedo or a tank. Or are full blown paid space by brands trying to push forward their Ethos to as many consumers as possible. Or just a catalogue with a collections story of the Dior Men look head to toe and next to it a Prada in head to toe as well.
Certain mags are for the manly man, the metrosexual/spornosexual, the overtly homoerotic lover, the hypebeast. You can tell the same man who buys Man About Town/Wonderland/Rollacoaster would buy L’Officiel Poland and probably GQ Style + Attitude but they wouldn’t buy The Rake or probably Vogue Hommes. But the buyer of Fantastic Man would most likely buy DUST and Arena Homme Plus but most likely not VMAN or Gay Times. We all love a gorgeous fashion story with the clothes being styled normally or in head to toe with our favorite boy of the season. But where is a mag that wants to put forward a true statement with the usage of clothes besides blatant sex appeal or surface level fodder of “topical” ideas that go away in a season. Or wanting to take risk with presenting a man not often shown or character driven.
The last men’s cover from Financial Times How to Spend It by Bruno Staub really made me look again. It raises a lot of questions but at the same time at a level where advertisers can get tickled but they can’t get angry as it tip toes on the volcano. Or that gorgeous Steven Klein The Face cover of that Tik Tok kid, it’s electric to have him dressed a true man of the times. A bit gender bending, level headed, a bit mundane, pompous and a bit sexy. That’s why it’s cool, cause it’s authentic and should speak to this current generation.
Will more mags go that direction, no but you need appreciate the risk to publish something not as commercially friendly or authentic to the masses of Instagram viewers or subscribers. Because without out it, people are scared to express deeper concepts or ideas based on this generation and delve deep into this Instagram culture and see what really influences people beyond money.