# Magalogue The Return of Abercrombie & Fitch Quarterly By mediterranean | Published 2008-02-22 | Naughty Source: Trend Hunter, https://www.trendhunter.com/trends/new-af-quarterly References: [iht](http://www.iht.com/articles/2008/02/13/style/rmag.php) & [menstuff.org](http://www.menstuff.org/archives/aandf01.html) (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. ## Trend Insights (Trend Hunter) - Score: 6.7/10 - Popularity: 98% | Activity: 94% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Naughty](https://www.trendhunter.com/naughty) ## Key Themes ### What's Driving This Trend - **Print Revival:** The return of Abercrombie & Fitch Quarterly highlights a trend of print publications making a comeback in the digital age. - **Artistic Catalogues:** The transformation of A&F Quarterly into a 'magalogue' showcases the trend of brands blending art and fashion in their marketing materials. - **Controversial Content:** The provocative history of A&F Quarterly reflects a trend of brands pushing boundaries and using controversial content to attract attention. ### Who This Affects Most - **Fashion Retail:** The return of A&F Quarterly presents an opportunity for fashion retailers to create unique and artistic print publications to engage customers. - **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. - **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. ## Related on Trend Hunter - [Digital Makeup Zines](https://www.trendhunter.com/trends/maczine.md) - [Cultural Newsletter Subscriptions](https://www.trendhunter.com/trends/off-the-cuff.md) - [Relaunched NSFW Digital Publications](https://www.trendhunter.com/trends/playboy-magazine-1.md) - [British Youth-Culture Photography Books](https://www.trendhunter.com/trends/home-and-away.md) - [One-Stop Wedding Shops](https://www.trendhunter.com/trends/af-wedding-shop.md) - [Naughty Holiday Campaigns](https://www.trendhunter.com/trends/diesels-xxxmas.md) - [Fashion-Focused Substack Publications](https://www.trendhunter.com/trends/what-should-i-wear.md) - [Dynamic NFT Magazines](https://www.trendhunter.com/trends/vogue-singapore-magazine.md) - [Literary Anniversary Clothing Ranges](https://www.trendhunter.com/trends/the-new-yorker-x-j-crew.md)