PAPER HAT

“Are you going back to square one? Making a paper magazine? That’s called regression. Soon I’ll have to put a pacifier in your mouth, what is this?” In front of me stands a friendly presenter whose name I will not mention for privacy reasons. But I can tell you that she is blonde and smart, hosts a daily talk show, and has once received a bite from a Komodo dragon. That woman. She didn’t understand at all why Amayzine got a print label. She found it incredibly old-fashioned. The idea.

Now I’ve had to explain to more people in the past few weeks where this plan came from. Well, it’s not that old-fashioned. The movement from digital to paper is becoming more common. Just look at PORTER magazine, the gem of my public addiction Net-A-Porter.com. Digital is great. You can’t get closer to your reader. We meet every day, at least ten times. But sometimes you really want to set the table, decant the wine, and spend hours in the kitchen.

Digital is our prêt-à-porter line, the magazine is the couture collection. Handmade, with even more attention to design and space for a story of more than six hundred words. I hope Eva (oops) understands it after all. And you. And that you enjoy it just as much as we did while making it.

Love, May

Our magazine is now available in all AH’s, Jumbo’s, Bruna’s, and AKO’s.