(Warning: partial nudity) After a five years absense, Abercrombie & Fitch Quarterly is returning with a bang across the pond with the legendary fashion photographer Bruce Weber (so expensive that U.S. Vogue is said to afford him only twice a year, according to Herald Tribune); and no "product" shots in the 200-page hardbound publication. The result is more artistic magazine than catalogue, a "magalogue".
A&F;Quarterly was dropped in 2003 after protests about its racy - some critics said pornographic - content, but fast-forward to April 5, 2008 and the ‘magazine’ will be back at Abercrombie & Fitch’s London store, where pervy brits can enjoy the contents that americans can’t. The in-house magazine has been elevated into collectible cult status. "A&F;Quarterly is all about lifestyle," says Tom Lennox, its vice president of corporate communications. "It’s a lifestyle that encapsulates confidence, privilege, intelligence, beautiful people, sex and humor."
The picture above is the new cover, the two pictures below is from the A&F;Quarterly back catalog.
Magalogue
The Return of Abercrombie & Fitch Quarterly
Trend Themes
1. Print Revival - The return of Abercrombie & Fitch Quarterly highlights a trend of print publications making a comeback in the digital age.
2. Artistic Catalogues - The transformation of A&F Quarterly into a 'magalogue' showcases the trend of brands blending art and fashion in their marketing materials.
3. Controversial Content - The provocative history of A&F Quarterly reflects a trend of brands pushing boundaries and using controversial content to attract attention.
Industry Implications
1. Fashion Retail - The return of A&F Quarterly presents an opportunity for fashion retailers to create unique and artistic print publications to engage customers.
2. Publishing - The resurgence of print magazines like A&F Quarterly indicates a potential disruption in the publishing industry, with brands taking more control over their own content.
3. Marketing and Advertising - The controversial and boundary-pushing nature of A&F Quarterly suggests opportunities for marketers to push traditional advertising boundaries and create provocative campaigns.