"When we 'restyled' Company magazine back in February, we did it because we honestly felt that there was nothing else like it in the magazine world. We looked online at blogs and how you were all communicating with each other and thought, Hold on – why don't magazines behave in the same way? We embraced your visual language and tone. We said no to celeb gossip and left sex and health advice to other mags who do it well. So, this month, I'm proud for two reasons. 1) We are the first women's mag to put bloggers on the cover. The perfect end to our year as New Company. 2)It's not just YOU, the readers, who have recognised how brave and awesome it is that we do things differently here at Company HQ. Last week our amazing Art Director Tanita was named Art Director of the year at the BSME Awards which are the top awards for those of us who work in mags. And I was named Editor of the Year (women's magazines! We could not have been more thrilled." Victoria White, Editor of Company
Back in January, I took note of Company magazine's redesign. It was a magazine that previously had gotten lost in the sea of female titles promising good sex, fake tans and promoting how-to-look-like-a-wag angles. Over the summer, I then sat down and had a really good chat with editor of Company Victoria White and how she heralded this 180 shift into Company's current incarnation of bang-on high street focused fashion and lifestyle topics that suddenly felt a whole lot more relatable to the girls that I knew in real life. We talked about how the blogging world and the magazine world had converged at different points – how magazines had taken on elements and recognisable attributes of fashion blogs to add a different aspect to their fashion content. Look at how many more streetstyle photos appear in women's mags or how the fbehind the scenes industry figures are more willing to be photographed in a bid to promote "real" aspirational style that hasn't been styled on a traditional model. Like White says in the excerpt from the editor's letter above from the brand new January issue, Company have adopted blogger's visual language and regularly work with them to showcase their particular niche of youth-orientated high street fashion and so White very kindly asked if I'd like to be on the cover for their Super Blogger issue, an ode to fashion blogging which they readily admit has partially inspired their redesign and new direction. The issue caps off a successful year for Company where circulation numbers have gone up, helped by strong social media ties and as the final bit of icing on the cake, two British Society of Magazine Editors award gongs. After such an honest conversation between editor and blogger, I couldn't really say no.
It is a British first by my recollection that fashion bloggers are on the cover of a mainstream newstand magazine and it's obviously incredibly flattering in addition to be very very weird. I'm actually mega glad Bip Ling did cover honours with me. Her energy on set was really infectious and managed to jolt me into thinking that I could sort-of, ish, kinda pull off a cover. Inside, many of UK's finest bloggers are also featured in a massive shoot as well as being integral to a lot of the content in the magazine. Twitter is already buzz buzz buzzing about it and I believe the issue is out now so go get it if you want to take a peek at this British fashion blogger milestone.
On set, I took a few snaps on my phone. I thought I was feeling ropey, having just coming back from a jet lagged trip from Australia/Australia the day before but Bip beat me to it by rolling into the shoot with her suitcase, having just landed in from Los Angeles. I fuzzed my way through the shoot, aided by Bip's relentless energy. I was the slow sloth to her buzzing bee. It was quite a strange dynamic that the photographer seemed keen on. Thanks to the Company fashion team for picking out so many lovely bits and pieces to choose from including some Mother of Pearl trousers, an Emma Cook shirt and lots of Topshop and ASOS bits which I had somehow missed at press days. In the process of the shoot, I also got a little bit attached to the Schott x House of Holland leather jacket, which I believe is going to be sold in Selfridges exclusively and picked up my two Company Style Blogger Awards that I won but could not accept in person.