A DIFFERENT FASHION VIEW: Last week, Vice sent its “friend” Elektra to London Fashion Week, and her trippy observations, such as “I was too overwhelmed by the music and the people. I didn’t even really look at the clothes,” were picked up by Esquire, Racked and Jezebel, to name a few. Andy Capper, editor of Vice UK, said he had to apologize to Elektra’s parents for the stunt, but it’s just one example of how he plans to broaden Vice’s coverage of fashion in a way that speaks to Vice’s readership. “Fashion has a lot more to it than just trousers and expensive fashion shows,” said Capper. “There’s a social context behind it. We’ll be doing more coverage, more blogging. I think fashion people have liked us and accepted us and, luckily, given us access.”

On Monday, Capper will be in town to launch a new series, Fashion Week Internationale, at Vice’s offices in Williamsburg, Brooklyn. The series documents fashion weeks that take place across the cities and countries that normally make international news with their political and economic woes, such as Colombia, Islamabad and Russia, highlighting the themes and characters involved. And then there is the new book “Fashion Cats,” in which two cats don the latest in Japanese fashion. Urban Outfitters recently put in an order for more than 10,000 copies. “The reaction to our fashion coverage is, dare we say it, unique,” said Capper. “But that’s how it is for all the things we do.”

This story first appeared in the September 28, 2011 issue of WWD.  Subscribe Today.

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