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Elsie #3
Magazine-y

Elsie #3

Elsie magazine is a labour of love from Welsh creative director Les Jones, an irregular publication that’s always worth a look for its idiosyncratic outlook. The third issue is no exception, being conceived while Jones was in between meetings in London and spotted a gallery sign covered in stickers . He photographed the sign (below), but only later became intrigued by the image. Some of the stickers were older and more faded, others more recent. Where had they originated from?

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Another person might have dismissed the thought, but a year of research later Jones had a set of stories from around the world, each related to one of the stickers (and mapped, below).

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The fun starts with the front cover. Blank but for a ‘Hello my name is Elsie’ sticker, readers are invited to decorate it using a replica set of the original stickers. Expect to see sticker-bombed images on twitter and Instagram over the coming weeks.

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The chance-based structure of the issue allows for a wide range of content and stories. We meet a Spanish hip-hop band, a Dutch boundary-pushing art group, Croatian football fans and a celebrity tattooist… Jones has tracked them all down and researched full stories for each. A photography student turns up as a dental nurse (below), the Spanish band have split up, while Swiss fashion brand Heidi has gone from strength to strength.

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It’s a clever, intriguing way to create a magazine and the issue is vivid and colourful; what lets it down is the page design, which lacks a common structure or character, something that would have shifted the project from charming to wonderful.

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