FASHION PUBLISHING INSIGHTS: WAM MAGAZINE

Founded and helmed by Tiago Severo, Navarro Pereira Covering and Bruno Rosendo WAM magazine is a young Portugal-originated publication covering international fashion news, runway reports and editorial photography bringing to the spotlight emerging designers and artists. Started in October 2015, WAM is available in an on- and offline edition. We caught up with the founders to discuss staying informed about the industry, deciding on content and overcoming the challenges of running an independent fashion magazine.

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Photographer: Celso Colaço
Styling: Cláudia Barros
Production: FRAME by frame
MUA: Cristina Gomes
Hair: Rui Rocha
Models: Dominika, Maria Rosa @ We Are Models

What is your background and what you were doing before Wam Magazine?

We are connected by different channels to the fashion industry for more than ten years.

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Styling: Tiago Cruz
Models: Gonçalo Pinto @ We Are Models

Most independent magazines focus on editorial and photography, but you cover fashion news, as well. How did you decide on the content?

We felt the need to inform those who follow us without imposing toxic content, so we are always up-to-date on the latest news and then we decide what we think it’s pertinent to share with our audience.

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Photographer: Ricardo Santos
Styling: João Pombeiro
MUA: Tom Perdigão
Hair: Cláudio Pacheco Model: Masha @ We Are Models

Describe for us the process you go through to pick what to include and create content.

WAM is freedom – freedom to dream, to imagine, to create, to inform. We have no process; we just think, and then we create.

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Photographer: Sergio Santos
Styling: Cláudia Barros
MUA: Sandra Alves
Hair: Helena “Pini” Gonçalves for Tony & Guy
Model: Polina

To what extent does reader engagement influence your decisions on the next posts?

Reader engagement doesn’t actually influence our decisions on the next posts. Our decisions are only based in what we would like to see or read.

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Photographer: Celso Colaço
Styling: Rita Alves
MUA & Hair: Sandra Alves
Model: Ulya True & Vitor Basseto

What’s your favorite part about covering emerging artists?

Our favorite part is precisely that, the possibility to cover emerging artists and give them word. That’s our whole concept.

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Photographer: Frederico Martins
Styling: Cláudia Barros
MUA: Patrícia Lima
Hair: Rui Rocha
Models: Maria Rosa @ We Are Models

WAM is a rather young publication. Have you found your voice yet? How would you define your style?

WAM Magazine wasn’t even born yet. Our style is everything that we feel that has high standards and helps emerging or consecrated fashion artists or models to elevate and promote their work.

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Photographer: Sérgio Santos
Styling: BarbieDoll Marketers
MUA & Hair: Tom Perdigão
Model: Sandra Martins
Special Thanks: Miguel Mata

How do you stay informed? Do you read other independent magazines?

We surround ourselves with independent, non-independent and all types of fashion or non-fashion magazines. Basically, what we consider is quality and good information.

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Photographer: Frederico Martins
Styling: Cláudia Barros
MUA: Patrícia Lima
Hair: Rui Rocha
Models: Maria Rosa @ We Are Models

Can running an independent fashion magazine be a profitable business today? What do you find it to be the hardest challenge?

Like we said WAM wasn’t even born yet. Money is not the bull’s eye right now. We have a lot of ideas that we would like to implement, but we are taking it one step at a time. Most of all, we just want to present a high-quality work, and we’re sure the profit of it will follow.

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Photographer: Celso Colaço
Models: Bruno Rosendo // Rodrigo Almeida
Special Thanks: Pestana Palace Lisboa

What are you currently working on and what are your future plans?

We are actually about to launch a unique, new thing, so just keep us in mind.

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Photographer: Celso Colaço
Styling: Rita Alves
MUA & Hair: Sandra Alves
Model: Ulya True & Vitor Basseto

www.wam.pt
Images © WAM Magazine