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PORTFOLIO Publishing and Journalism MICHAEL J MCATOMNEY | BFA Fashion Design | Queensland University of Technology | MBA Fashion Business | IFA Paris

Frock Paper Scissors Magazine Editor-in-Chief

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Frock Paper Scissors is an annual fashion publication created by a cohort of QUT students completing a fashion journalism course. The magazine comprised of both written and visual content ranging from lifestyle and beauty to fashion and sustainability for a female and male target audience aged between 20 - 35 years. It was to be around 80 pages in length when completed, and be sent to print for a run of 4000 copies before being launched and distributed nationally. An interview process took place for positions on the management team, which was eventually comprised of around 12 people for the print publication, and 12 for online. Examples of written journalism pieces, fashion knowledge and management experience were assessed. After originally applying for the postion of Men’s Fashion Editor, I was nominated and chosen to be Editor-inChief of the 2012 print publication. I was tasked with deciding on the creative direction for the publication alongside the Creative Director, organising weekly management meetings, liaising with printing companies, overseeing and editing all written content and photo-shoots and overseeing the layout of the publication.



CREATIVE Direction

The creative direction for the 2012 Issue was the theme of Infinite Regenisis, it was our take on the trend of the fashion industry embracing the everexpanding technology and werable tech industries. This theme was to transition throughout the entire issue and website for Frock Paper Scissors in 2012, though it was predominantly shown in the layout and design of the publication rather than the content.




CONTENT Selection

. The content for the publication was pitched and eventually submitted to the editorial team by all remaining members of the student group, before being either selected, edited or disregarged for the print publiction. The direction and style of articles and photo-shoots was entirely up the discretion of the students submitting the work, hence it varied in subject matter rather widely. The creative direction and guidelines for the publication were given to the contributors prior to starting work on the content, as well as the style guide for all written content.


Image taken from Frock Paper Scissors 2012. Photographer Danni Olglive.




The Cloakroom Standard Magazine Founder & Editorial Director

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The Cloakroom Standard magazine is a quarterly publication founded by myself alongside Andrew Byrne and Louis Ialenti of The Cloakroom in Brisbane, Australia. The Cloakroom and its associated brands Pistols at Dawn and Initial Denim all specialise in hand-made tailored menswear and Mr Byrne and Mr Ialenti saw the need to educate existing and potential customers on why slow-fashion in menswear is valuable and relevant. After 18 months of the publication it has garnered a loyal following and has increased in content and readership, while revenue from advertising now funds the print and distribution costs of the 3000 copies printed each quarter. During October of 2012, I was approached by Andrew Byrne and Louis Ialenti to produce the publication due to my experience in fashion journalism and publishing.


CREATIVE Direction | Content



The Creative Direction for the publication was to follow similarly to the aesthetic of the brand and the bricks and mortar stores. As a slow-fashion and hand-made company, the brands have a refined aesthetic. Our creative content research for the publication looked at all types of similar print magazines for our target reader as well as lifestyle and topical magazines. As Editorial Director I undertook all responsibilities of creating a content plan and aesthetic for the publication from scratch in consultation with Mr Byrne and Mr Ialenti. I gathered writers and graphic designers to produce content for the inaugural issue. I liaised with photographers and printing companies to source the desired look for the publication before copy-editing the written content for the publication alongside my Co-Editorial Director before sending to print. As an ongoing writer for the publication, I continue to focus on strong, intellegent articles to contribute to this growing publication which now sits at 32 pages in length.










REFEREES Mr Andrew Byrne Director of The Cloakroom Brisbane Australia. (011+61) (07) 3210 1515 Mrs Courtney Miller General Manager Australian Fashion Chamber + 614 58 08 82 27 | Mr Mario-Luca Carlucci Creative Director of Strateas Carlucci Melbourne, Australia + 614 19 53 40 02 | Mrs Kay McMahon Senior Fashion Lecturer QUT | Director at Style Boomer Brisbane, Australia + 614 28 88 33 37 Mr Dean Brough Senior Fashion Lecturer at QUT School of Design Brisbane, Australia + 617 3138 5588 |


MICHAEL JAMES MCATOMNEY BFA Fashion Design +614 11 357 232 (Australia) +33 6 27 68 11 53 (France)



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