What We’re Reading Now: Fashion Tale
The latest Swedish import in our house didn’t come from Ikea, can’t be downloaded from iTunes, and isn’t made of denim: It’s the new issue of Fashion Tale, a magazine dreamed up by one-time adman Carl-Axel Wahlström, which will be available stateside next week. “Our mission is constant reinvention of the fashion magazine,” says Wahlström. “Because we have the possibility of going our own way, we will always be like a Kinder Surprise to our readers.” Kinder Surprises, for all of you non-Europeans, are the little toys that come inside chocolate candy. The surprise of the latest issue is its size. The debut magazine was hardbound; this one is purposely smaller and was made using printer’s overstock paper, which was both a cost-reducing and environmentally friendly measure. If that doesn’t do it for you, maybe this will: On the magazine’s blog, each photographer featured in the issue contributed a playlist to accompany their editorial. More information at fashiontalemagazine.blogspot.com.