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
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.