Jeppe Ugelvig (Founder: Viscose Journal)

DÉPÊCHE MODE

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Viscose Journal calls itself “a journal for fashion criticism” which sounds like a simple enough—and niche enough—premise for a magazine. Founded by Jeppe Ugelvig in Copenhagen and New York in 2021, Viscose has quickly become a vital touchpoint in the fashion world. And it has evolved into something far more complicated than what it still calls itself.

In many ways, Ugelvig and his team have created a magazine that is a pure distillation of what a magazine can be. Because every issue of the publication is different—in form and shape and style. In other words, this is a magazine without a literal template. 

The first issue was called a “bagazine” and came in the form of a crocodile skin handbag. Another issue featured a garment label. And the current issue comes with a cover in the form of a cut-out of a perfume box. 

The magazine feels like “an ongoing thought process,” not just with the subject of fashion but with the idea of making a magazine itself. And in this sense, it is a mirror not just to the disciplined anarchy of the fashion industry but also into the making of an independent magazine in the 21st century. And that means thinking about the brand, about events, about audience, about the future as a media hub. And that’s a lot of thinking.

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