New magazine Vs the old

Fashion and culture invade Denmark on the pages of a new glossy, bilingual fashion magazine on Wednesday

Trendy urbanites around the country will be greeted by Vs, a new international fashion and culture magazine, this week.

The glossy, photo-rich magazine is peppered with both Danish and English texts and will be published twice yearly to coincide with major fashion weeks around the globe - August and February. The first edition will have some 12,000 copies distributed on 2 August.

'It's not just about readership. It's about what kind of readers we want to target, and they live in large cities around the world,' said Jakob Forup Stubkjær, editor of Vs, to daily newspaper Berlingske Tidende. 'We're not relying on selling lots of magazines in just one country, but picking the right countries to release the product in.'

Vs is the third Danish lifestyle magazine targeting an international audience. S Magazine and Dansk, are also published twice yearly with some 20,000 copies each.

The magazine has Comag, a British magazine distribution company, and an undisclosed financial investor backing its release. Stubkjær said with Comag as a backer already from the first issue, the magazine can look forward to attracting an international advertising base.

The magazine has enough start capital to stretch into 2008, according to Stubkjær.

'We have had an unbelievably positive response from the get-go, so the magazine will be self-sustaining already from the second edition,' Stubkjær said.

Noir, Baum und Pferdgarden, Stella Nova and Designers Remix are among the Danish fashion labels included in the first edition hitting the streets later this week.

The magazine will have a different size and paper quality than readers in Denmark are used to, according to the company. At 27 X 37 cm, the magazine will be larger than standard magazines in Denmark and a thicker paper weight will have the publication weighing in at 1200 grams.

The other editions of the magazine, which 'constantly seeks to break down traditional genres, working in a cross field between fashion, music, art, film, photography, beauty and urban life', is already on the stands in major cities such as London, New York and Tokyo.

The first edition on the stands in Copenhagen will offer readers articles about Li Edelkoort, founder of Trend Union in Paris, and H&M's chief designer Margareta van den Bosch. Articles on the fashion industry's social responsibility as well as one featuring hot young architects will also be served up in Wednesday's inaugural edition.

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