Antenna magazine has only been around for one year, but they have already made a huge impact in the men’s premium street/contemporary fashion magazine segment with their product-centric approach to photographing the latest must-have consumer goods on pure white backgrounds. They publish only 4 issues per year (one for each season) but that’s the only downside to this book. The sheer number of brands they feature is their strength, and the layout is logical: a dedicated page to denim, sweaters, sneakers and myriad other categories allow for the reader to hone in on their next purchase with the greatest of ease. They even started mixing in non-fashion items, such as power tools, rolling papers, and even golf putters! But the magazine isn’t just all about the merch, as there are always a few editorials featuring a new up and coming designer, brand, or artist who is creating something unique.
Artificial Flavor recently spoke with JenniLee, Antenna’s Fashion Editor who among other duties, is responsible for pulling together all of the clothing and accessories that end up on the matte white pages of Antenna’s latest issue.
Q: Antenna has always had interesting covers, always devoid of any models or celebrities. Who’s decision was it to slap a shiny green $12,000 John Deer X728 Ultimate Tractor on the cover of the Summer ‘08 issue?
A: We knew we were going to shoot the John Deer Ultimate Tractor for a page on the inside. Tony Gervino, the Editor had a few different ideas for the cover that really said “summer” to us. Then we saw how strong the image was and how completely ridiculous it was to feature a tractor on fashion & lifestyle magazine it made sense in our collective Antenna brain. Seeing the tractor makes me think of fields of grass and that makes me think of the smell of mowed lawns and to me that’s a smell of summer.
Q: Antenna’s product mix seems to straddle premium streetwear, premium contemporary, and even designer categories, so it appears that you are trying to reach a relatively broad audience. How would you describe the people who read Antenna?
A: I think the Antenna reader is a guy (and girls too) that appreciate products and fashion from all over the market place. I think half of our readers are the ones who love and can afford luxury designer items. Another half are a bit younger, edgier and street savvy who thrill at being the first to own something. And the 3rd half (yeah, I said 3rd half!) are the guys in the middle, the ones that can’t always afford the most expensive item but knows what he likes when he sees it and we include items in his price range as well. We just want to showcase what we believe are the best options out there for what ever that product may be.
Q: Do you think Antenna will ever switch to a bi-monthly or even monthly format?
A: No. We really like being a capsule of each season’s best of the best. We want to be a coffee table magazine. Something you save and go back to all season.
Q: Tell me little bit about your background and what a typical day is like at Antenna.
A: I have been working as a Fashion Stylist for the past 10 years in NYC & LA. I started out in film school in Miami and moved to NY in 96 to work in film. I ended up interning in the wardrobe department on an indie film and wardrobe just stuck. I exclusively worked on movies for a couple years then I started assisting a stylist in LA. She sent me on a world tour as a shopper and dresser for Lauryn Hill & her band in ‘99. When I came back to NYC I focussed on styling rock bands and doing fashion shoots. Last year I had the pleasure to get a call from Evan the creative director here at Antenna and met with him & Tony to see about doing a magazine that is a product and fashion guide for men. First of all, there are no typical days at Antenna. My day consists of doing email requests for product, sorting through the mountains of boxes that we receive and editing out what we will use, and delegating to my assistants what needs to get returned asap. Then we have shoot days where I am in the studio helping plan how the product will be shot.
Q: As a fashion editor and a human being, what inspires you?
A: I am inspired by the city, the kids on the subways, the music I listen to, the art I see, the books I read, overall, not to sound too hokey but life and love are really inspiring.
Q: How do you personally define fashion?
A: Fashion is how an individual decides to bring out his personality and sense of self in the very utilitarian act of wearing clothes for function and modesty.
Q: What are some of the key qualities you are looking for when brands submit their designs to you?
A: We do such a wide array of products that it really depends on the item. I am looking for different things when I am asking for a cashmere blazer compared to a graphic tee. I always appreciate fine craftsmanship, luxury textiles and clever & functional design elements.
Q: With the ongoing 80s and 90s aesthetic still apparent in sneaker culture and premium street fashion, where do you think these trends are headed? Are there any trends that have reached the end of their life cycle?
A: I think all over print hoodies may be on it’s last gasp. I just saw a guy wearing a tie dye T shirt un-ironically so I would have to say that most trends have never ending life cycles… they just hibernate for a while like a polar bear. No matter how great or awful a trend is it will come back. Overalls, check! Neon colors, check! Long maxi dresses, check! Platform shoes, check!
Q: Who do you see as the real trendsetters today? Are there any specific groups of people or countries that are at the forefront, and why?
A: All over the globe, the trendsetters are the kids. By kids, I mean teens & early 20’s. They are the ones who are discovering themselves and their tastes and are fearless at expressing themselves through fashion. By the time they hit early 20’s the most creative are usually putting a lot of thought into how they dress and the image they want to put forward.
Q: What are some undersaturated or under served areas in men’s premium street/contemporary that are that you would like to see brands focus more attention on?
A: Original ideas. I am getting tired of graphics that are just inspired by a logo, product, or film or artist from the past but appropriated with the brands’ identity.
Q: When you’re not rustling together next season’s shoot, what do you like to do with your free time?
A: I like to hang out with my friends and go see bands or hit a museum or gallery and the movies. Ride my bike to the park. Go to Coney Island. And watch a lot of TV. The usual.
Thanks JenniLee! You can pick up the latest Summer 08 issue of Antenna at your local newsstand, or you can subscribe by going to the “Subscribe” tab on the upper right corner of their website http://www.antennamag.com
