A FOLLOWER OF FASHION: As they rush to tap new ways to generate ad revenue, newspapers just can't stop launching fashion supplements these days. The latest is London's Sunday Telegraph, which is introducing ST Fashion, a biannual luxury fashion magazine published in association with London contract publisher Show Media. The title will launch in September, and is aimed at women between the ages of 30 and 50, said The Telegraph Media Group. Peter Howarth, managing director of Show Media and a former editor in chief of Arena and British Esquire, will edit the publication, while the fashion director will be Daniella Agnelli, who is also fashion director of the Telegraph Magazine.
"It's early days, but I want it to be very elegant," said Howarth. "I've been looking at Harper's Bazaar from the Fifties and Sixties for inspiration. The fact that it comes as part of the Sunday Telegraph package, and is not on the newsstand, frees us editorially to create something sophisticated and intelligent."
Last year, Howarth launched Style Journal, the men's luxury magazine from The Wall Street Journal Europe, which also is produced by Show Media. A spokeswoman for the Telegraph group said specific editorial content and advertisers had not yet been confirmed. The company said ST Fashion would complement the Sunday Telegraph's existing offer of weekly magazines, which include Stella, a fashion title, and Seven, an entertainment and listings magazine. Over the past 18 months, the Telegraph group also has launched the biannual titles Men's Style and Food & Drink, and the quarterly magazine Ultra Travel. ST Fashion is entering a crowded British market, however: The London Sunday Times has a regular style supplement, while the Financial Times rapidly has developed its How to Spend It fashion supplement into a monthly title. — Lucie Greene