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!
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!
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!
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 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.
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.
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.
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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both covers although they're very different. may be that's the point?
