I liked the cover – reminds me of the La Repubblica delle Donne, only without the budget for the reporting inside. Which makes me wonder if the advertisers are going to start to ask for some substance to hang their expensive branding off. With so many of these new luxury mags coming out, someone is going to have to differentiate themselves with something other than Really Really Nice Paper. I’ve not seen one yet that can match even US Vogue for feature writing, and just being able to print your expensively shot ad on paper that shows it off, next to ads that don’t break the spell, isn’t that much of a big deal anymore.

And then you get to Distill, where the whole trend eats itself for 400gsm. Hurrah!