ADVERTISEMENT

AMFI launches a spicy on-demand magazine

She's called Madam Jeanette, but has at least four alter egos

The Amsterdam fashion academy does more than just train clothing designers. Students learn how brands are creatively marketed, as well. As part of a Fashion and Editorial Branding minor, students launched their own editorial brand: 'Madame Jeanette'.

Irreverent

The aim of the project is twofold: to establish a media brand with an irreverent approach to fashion and create an exemplar of a sustainably produced magazine.

'Redefining the capital F of fashion'

'Redefining the capital F of fashion' is the clarion call of the media brand. Because obviously these students do take the craft and industry of fashion seriously – most will make it their profession post-graduation. But the circus surrounding it could do with lightening up a bit, and perhaps finding a saucier sense of humour. Madame Jeanette fits perfectly into the zeitgeist of the moment, averse as she is to conformist rules and stereotyping. The editorials bring some fun back into fashion, and the tone of the articles is direct and self-assured. There's a fashion series inspired by infamous dating apps (complete with speech bubbles and emojis). Another series centres around the 'desperate fashion housewife', while a column compares fast fashion to a one-night stand, next to an interview with Absolutely Fabulous director Mandie Fletcher, which concludes that the fashion world definitely needs more Eddys and Patsys.

"The circus that surrounds fashion could do with lightening up a bit and perhaps finding a saucier sense of humour. "

Feisty aunt

The creators of Madame Jeanette have certainly grasped the concept that a magazine with a personality has a better chance in the market. Just look at the Dutch Linda, or France's Paulette. After all, a target audience needs to be able to see themselves reflected there. A (fictional) persona is a useful tool in making your media brand come to life, both literally and figuratively, to give fashion an identity. The star of the magazine has four alter egos, each with a different style, each gracing the magazines cover, leaving the buyer to choose which 'feisty aunt' fits their own style best.

The four alter egos of Madame Jeanette © Madame Jeanette
1/2
The four alter egos of Madame Jeanette © Madame Jeanette

0% waste

A glossy paper magazine forms a nice counterweight to the social-mediaisation of fashion. But with sustainability is such a hot topic at the moment, the AMFI students went the on-demand printing route. The magazine is only printed once it's actually been bought. The result: 0% waste. It's a collaboration with the American Book Center on the Spui, where they have an 'Espresso Book Machine.' But instead of coffee, as the name would suggest, the press of a button pops out a fully printed book or magazine. The sustainable aspect of the magazine surfaces again in the recycled paper its printed on and the choice to print only the cover in colour, the rest is done in black and white.

The magazine is only printed once it's actually been bought. The result: 0% waste. © Madame Jeanette
2/2
The magazine is only printed once it's actually been bought. The result: 0% waste. © Madame Jeanette

Madame Jeanette can be ordered for €11 at American Book Center where it's also available in print. You can find them on social media, their blog and YouTube.

ADVERTISEMENT