The world’s first ‘fan-zine’

by Steve Watson in July 2022
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Fashion & style

A critical journal of fashion, Viscose is renowned for its playful production, which reimagines the magazine itself as an accessory or item of clothing. Issue one was presented as the world’s first ‘bagazine’, disguised as a handbag complete with fake leather cover and carrying handle. And now the latest issue arrives with another world first – a ‘fan-zine’ in the shape of a fan.

But don’t mistake this project for one big joke – the playful tone carries on through the magazine, but it’s used to tell insightful stories that illuminate the subject of fashion in Asia. Beginning from the assertion that our Western understanding of fashion in Asia is normally limited by simple stereotypes, Viscose provides a nuanced picture that focuses on individuals and organisations across Greater China, Southeast Asia and the Asian diaspora, and challenges the idea that there can really be any coherent Asian identity in fashion.

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