Media: Zeitgeist - Model agency sashays into magazine publishing with online organ Into The Storm

In-house magazines are usually dreadful, even when they come from creative institutions such as ad agencies. So the efforts of a modelling agency are bound to be, quite frankly, rubbish.

Wrong. Not this time. We're not talking about any modelling outfit though - the agency in question is Storm, home to the likes of Linda Evangelista, Kate Moss and Marie Helvin.

Its new organ is called Into the Storm and it is rather fine. Its philosophy is "to throw all our favourite magazines into the air and catch the best bits". It has worked out rather well.

Yes, it has stuff in there about good and bad hair days as you'd expect but even here it steers well clear of soft focus - generally, the magazine is far more about edgy graphics and a mischievous exploration of that dingy corner where design and underground culture meet.

It's only available online, which means it's friendly to forests too.

The organ: Into The Storm

The site: www.intothestorm.com

The price: Free access, for now

The frequency: Like, whenever

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