Paper Weight — Genre-defining Magazines 2000 to Now / Fantastic Man

Video

"Fantastic Man" launched in the mid-noughties, a time when the term "metrosexual” had already become a running media joke. While mainstream men’s magazines prescribed a mostly consumption-oriented, and youth-obsessed approach to style, Gert Jonkers and Jop van Bennekom, the makers of BUTT, proposed a progressive counterpoint. Decidedly less product- and more Gestalt-driven, and always celebratory of the eccentricities inherent to a truly personal style, "Fantastic Man" emphasizes liberated discernment over tasteful conformity, a world of fashion with a lower-case "f," where clothes and accessories complement, but never define, a personality. Like BUTT, the concept is so precisely executed in both content and form that its style and ideas have trickled upstream, influencing mass media, while also inspiring a wave of smaller publications and blogs. "Fantastic Man’s" installation reflects the essence of its editorial approach, with an elegant presentation that focuses on the personalities that are the backbone of the magazine. The inside spread is lined with 56 personalities featured in previous issues, such as the actor Rupert Everett, landscape architect Piet Oudolf, ballet dancer Roberto Bolle, and the artist Jeremy Deller, who also appears on the currents issue’s cover. In addition, all of "Fantastic Man’s" 17 issues to date are displayed within a classic vitrine with the same poise that defines the magazine’s influential design.

First issue: 2005; founders: Gert Jonkers, Jop van Benekom;location:Amsterdam, the Netherlands, and London, UK; total issues to date: 17; publishing schedule: biannual; circulation: 82,000. 

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"Paper Weight — Genre-defining Magazines 2000 to Now", installation view, Haus der Kunst, 2013, photo Maximilian Geuter

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