Magazine Schmagazine, right?
Schmagazine is a whale of a time; its pages are square, its contents are strange, its wrists are limp.
First and foremost a fashion magazine, it speaks to queer readers who seek the storytelling and dark fantasy elements of style and subculture. The name ‘Schmagazine’ is a childish and sarcastic reduplication ‘magazine’; a distortion of the standardised publication we’ve become accustomed to.
The graphic design remembers the colourful playbooks of 1950s, such as those by Ann and Paul Rand, where anything is possible, while the features explore irreverent and often dark topics, such as a voyage into the adult baby community, the alleged 'underground puppeteering mafia’, interviews with fashion storytellers, musings on fantastically awful clothing and more.