Fashion Lovers, Revive Print Media!

Picture it: you’re reading Vogue’s latest issue while sipping coffee, your flip phone tucked in your back pocket, before heading to your job as an editor or advertising professional in a bustling metropolis. This is the life that romantic comedies of the late 90s to early 00s glamorized. So why not bring it to reality? 

Today, becoming knowledgeable in fashion has never been easier. Content is instantly accessible to everyone via social media and online publications. However, I believe that owning print fashion media has evolved into the true mark of expertise and refined style. The aesthetic of a well-curated magazine collection is the ultimate testament to taste, an archival of art, and a tangible connection to fashion.

Brief History of the Fashion Magazine

In 1847, Harper & Brothers launched Harper’s Bazaar, the very first women’s fashion magazine in the United States. Styled after European fashion gazettes, it aimed  to be “a repository of fashion, pleasure, and instruction” back when print of this stature was aimed primarily at wealthy businessmen. The magazine celebrated women through the lens of fashion, writing also about politics, poetry, and advocated for women’s education, labor laws, and suffrage (Glam Observer, 2023).

Following Harper’s Bazaar, publications like Cosmopolitan and American Vogue soon emerged, capturing the attention of New York City’s socialites. Owning these magazines became synonymous with a luxurious lifestyle and intellectual sophistication. They marked leisure activities, habits, and, of course, fashion trends. However, with the arrival of social media platforms, the power that magazines once held began to dissipate. With the internet as the new form of mass communication, individuals now hold their own power to create, set, and follow fashion trends independently. Revenue from periodical publishing between 2002 and 2020 dropped a significant 40.5% (Grundy, 2022). Magazines were no longer viewed as authoritative powerhouses that decided what was “in” or “out” for the seasons. Instead, more and more people started to shape their approach to fashion not on what Vogue says, but what an influencer says on social media (Thomas, 2024). 

Symbol of Authority in Fashion

For decades, fashion insiders, designers, and industry professionals have used print magazines as their main way to reach audiences, as publications like Vogue, Elle, and Harper’s Bazaar had definitive voices in fashion. These publications curated trends, spotlighted designers, and provided exclusive insights of the industry, effectively shaping public perception and setting the fashion agenda. Editors like Grace Mirabella, Robin Givhan, Diana Vreeland, and Liz Tilberis became the gatekeepers of the industry, their endorsements capable of launching brands and trends into the limelight. Thus, the nature of print lent a sense of permanence and credibility.

The physicality of print media offers a tactile experience that digital platforms simply cannot replicate. The weight of the paper, the images, the collections, it fosters a special connection with the content. Owning a collection of magazines instantly elevates your style and expertise. It’s akin to how someone who reads non-fiction is perceived as more knowledgeable and intelligent. Those who immerse themselves in print media immediately enter a higher tier of taste. The distinction between a print reader and the common crowd? Print readers take fashion cues from Anna Wintour, while the latter takes it from TikTok.

Moreover, fashion magazines aren’t just about clothes—they’re an art form in and of themselves. Every issue is carefully designed, from the photography to the layouts, creating something that’s just as much about storytelling as it is about style. The covers become instantly recognizable in the fashion industry, the spreads feel like curated galleries and the writing captures the essence of fashion in a way that lasts far beyond the fleeting microtrends of social media. They document the history and the cultural significance of clothing. Each issue showcases how fashion and beauty evolved alongside society, reflecting within it shifts in art, politics, and identity. It’s the designers, editors, and writers who shaped the industry, and the deeper meaning behind what we wear. They’re archives of fashion’s past, present, and future.

The Era of Digital Fatigue

The ubiquity of digital media has led to a phenomenon known as “digital fatigue”. The constant influx of information and the ephemeral nature of content have left users yearning for more meaningful and lasting experiences (Horizon Catalyst). This shift is the perfect segway for a renewed interest in print media. Magazines offer a respite from screen time, providing readers with an experience that stands in contrast to the overwhelming digital landscape.

The resurgence is also evident in the recent revival of several notable publications. For instance, Life Magazine is returning as a print publication thanks to new investment, and SPIN Magazine recently made its way back to the newsstands after a decade. This highlights the emerging reconsideration of the value of print media in a predominately digital world.

All is Not Lost for Print Media

Just as owning a rare handbag or a vintage designer piece signals fashion expertise, owning a large collection of fashion publications elevates one as a true aficionado. The recent resurrection of several publications proves that brands and magazines are recognizing this as well. The Horizon Catalyst puts it: Paper magazines don’t just give our eyes and brains a break, their tangibility gives you an entirely different kind of ownership over your interests—one that isn't at the mercy of the impermanence of the Internet. Print media allows people to signal their interests through owned physical objects that are displayed as a marker of taste (Horizon Catalyst). Vintage sophistication is idolized, and a beautifully organized rack of magazines at home can be just as much a statement as a designer art piece.

Conclusion

The aesthetic and collectible nature of print magazines is contributing to their comeback, and it’s up to fashion lovers to ensure that print media remains a meaningful and integral part of the fashion industry (Thomas, 2024). While digital platforms have transformed the media landscape, print fashion magazines continue to hold significant authority and appeal. Their revival amidst digital fatigue highlights the collective desire for authenticity, depth, and connection to the fashion world beyond social media.

In the coming years, I hope that print is considered the ultimate chic accessory, with magazines becoming cool again. This would reflect our growing appreciation for the aspects of print media in the contemporary world. In the meantime, you will most certainly find me growing my collection of Vogue, and I encourage everyone to do the same!

Editor: Amanda Castillo

Works Cited

Glam Observer. “The History And Evolution Of Fashion Magazines.” Glam Observer, 13 July 2023, https://glamobserver.com/the-history-of-fashion-magazines-how-they-operate-and-what-has-changed/.

Grundy, Adam. “Service Annual Survey Shows Continuing Decline in Print Publishing Revenue.” The United States Census Bureau, 07 June 2022, https://www.census.gov/library/stories/2022/06/internet-crushes-traditional-media.html#:~:text=Service%20Annual%20Survey%20Shows%20Continuing%20Decline%20in%20Print%20Publishing%20Revenue&text=Many%20Americans%20may%20not%20remember,Rental%20revenue%20decr.

Horizon Catalyst. “In An Age of Digital Dependency, The Revival of Print Magazines Is a Breath of Fresh Air.” Horizon Catalyst, https://horizoncatalyst.com/in-an-age-of-digital-dependency-the-revival-of-print-magazines-is-a-breath-of-fresh-air.

Thomas, Kayla. “The Decline of Print Magazines.” The Tribe, 13 September 2024, https://shsthetribe.com/fashion/2024/09/13/the-decline-of-print-magazines/?utm_source=chatgpt.com.

Photos

British Vogue. “Vogue Archive: Group Covers.” British Vogue, 02 August 2017, https://www.vogue.co.uk/gallery/vogue-magazine-group-cover-archive.

Photoplay. Archive, https://archive.org/details/phodec21chic/page/n486/mode/1up?view=theater.

Vogue. Pinterest, https://www.pinterest.com/pin/13370130138531431/.

Vogue. Pinterest, https://www.pinterest.com/pin/14355292556240263/.

Vogue. Pinterest, https://www.pinterest.com/pin/17944098511035794/.

Vogue. Pinterest, https://www.pinterest.com/pin/15692298697132463/.

Vogue Japan. “Anok Yai ‘Shows Up and Shows Out’ as Vogue Japan’s April 2024 Cover Girl.” The Fashion Post, 21 March 2024, https://www.thefashionspot.com/forum-buzz/884197-anok-yai-shows-up-and-shows-out-as-vogue-japans-april-2024-cover-girl/.

Vogue Portugal. “Vogue Portugal Maio 2023.” Discount Mags, May 2023, https://www.discountmags.com/magazine/vogue-portugal-maio-2023-digital-m?a=pinterest&utm_source=pinterest&utm_medium=pla&epik=dj0yJnU9U3pJRFBUT3N4Zy14OU5vUDEwQTlyNDNHWnRYWDBpWFYmcD0wJm49ejJpZXE2dndlZUh0bHVWd3ZzX184QSZ0PUFBQUFBR2ZpTEZZ.