MEDIA: FHM COLLECTIONS - AN EXPERT’S VIEW. FHM’s move into fashion is stylish but lacks humour, according to Jed Glanvill

Well done, Ed Needham, editor of FHM Collections, for getting into his own magazine. It looks like there’s been quite a fight for space, given the amount of advertising in the title. Squeezed in between Emporio Armani and Tommy Hilfiger, Ed talks about top high street ideas at affordable prices. So roll on Versace, D&G, Prada ...

Well done, Ed Needham, editor of FHM Collections, for getting into

his own magazine. It looks like there’s been quite a fight for space,

given the amount of advertising in the title. Squeezed in between

Emporio Armani and Tommy Hilfiger, Ed talks about top high street ideas

at affordable prices. So roll on Versace, D&G, Prada ...



It’s all rather stylishly done - just feel the paper quality. But that’s

about it for me. Apparently, about 10 per cent of FHM readers buy the

magazine for its fashion, although a semi-naked Sophie Anderton is

thrown in half-way through for pleasure, just in case they were

lying.



Editorial, to say the least, is not top of the agenda. The Cutter

section was only vaguely interesting, though at least I now know why

Geordies never feel the cold - if only as an excuse to show the model,

Emma B, reclining in her Debenhams underwear. Incidentally, Emma likes

men in ’cowboy casuals’ so there’s still a chance for a few old media

boys out there.



The editorial-advertiser relationship is predictably cosy. A Patrick Cox

interview is located only a few pages after his double-page spread.



Paul Smith is voted the most influential out of the top 50 men’s fashion

designers - check out the outside back cover for his offering.



It is all very well wearing a designer suit but a lot depends on who’s

wearing it. What FHM Collections lacks is a personality. Compare it with

Loaded Fashion. The latter is less glossy and of a lower production

quality but at least it takes itself less seriously.



To be fair, FHM Collections isn’t supposed to be jokey and, in that

sense, it is true to itself.



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