FLESH TONE: Creative director and photographer Matthias Vriens-McGrath is not shy about showing flesh, right up to the full monty, in the hefty debut issue of his new biannual fashion magazine Tvtor, which is being unveiled tonight with a cocktail party during Milan Fashion Week.
This story first appeared in the February 20, 2014 issue of WWD. Subscribe Today.
So visually driven there are barely page numbers and only a couple of articles, the issue opens with an art portfolio chosen by Vriens-McGrath, perhaps best known for overseeing Dutch magazine in the Nineties. Works by Rosemarie Trockel, Johan Creten and Andrej Dubravsky are followed by a series of fashion shoots lensed mostly by him, plus Slava Mogutin and duo Silva+Cemin, and styled by Elizabeth Stewart, Marcell Rocha and Samuel François. They are as racy and subversive as promised, culminating with a perfume shoot in which the bottles barely hide the privates of his oiled and ecstatic models.
The 394-page issue, with a cover price of $20, carries advertising from Chanel, Dior, Calvin Klein, Tom Ford, Salvatore Ferragamo and Adidas. Vriens-McGrath said the print run would be 200,000, with distribution focused on the U.S. and Europe.
Coming next week is a companion Web site hosting a new set of contributors and, like the print magazine, akin to Tumblr in its barrage of images. Vriens-McGrath calls Tumblr “more informative than any library in the world and as addictive as crack.”
Based in Hollywood, Vriens-McGrath noted he also plans to introduce an interior title in spring 2015.