{"product_id":"prototype-1","title":"Prototype #1","description":"\u003ch6\u003e\u003cstrong\u003e230 x 297mm, 200 pages\u003cbr\u003e\u003c\/strong\u003e\u003c\/h6\u003e\n\u003ch6\u003e\u003cstrong\u003eLondon\u003c\/strong\u003e\u003c\/h6\u003e\n\u003ch6\u003e\u003cstrong\u003eFirst published in 2026\u003c\/strong\u003e\u003c\/h6\u003e\n\u003ch6\u003e\n\u003cstrong\u003eEditor-in-chief: \u003c\/strong\u003e\u003cspan\u003eAlastair McKimm\u003c\/span\u003e\n\u003c\/h6\u003e\n\u003ch6\u003e\n\u003cstrong\u003eArt director: \u003c\/strong\u003e\u003cmeta charset=\"utf-8\"\u003ePatrick Slack\u003c\/h6\u003e\n\u003cp dir=\"ltr\"\u003eDo we need another big fashion magazine? The answer is yes when it’s this strong. Two years in the making, this issue zero—prototype—issue of \u003cem\u003ePrototype\u003c\/em\u003e is the dream project of stylist\/creative director Alistair McKimm, last seen editing \u003cem\u003ei-D\u003c\/em\u003e at the point it was bought by Karlie Kloss. \u003c\/p\u003e\n\u003cp dir=\"ltr\"\u003eAs McKimm explains in the issue, ‘\u003cem\u003ePrototype \u003c\/em\u003eis a reaction to where I’d been before—and where I’d been before was working at magazines with endless covers, advertiser-driven restrictions, and petty politics. What \u003cem\u003ePrototype\u003c\/em\u003e had to be was a magazine created with one goal in mind: creative freedom.’ \u003c\/p\u003e\n\u003cp dir=\"ltr\"\u003eThe result is a blank cover featuring only the magazine name in black, behind which sit a series of 20-page full-bleed stories, each accompanied by 4 pages of text—the publishers like to call them zines (each one opens with the \u003cem\u003ePrototype \u003c\/em\u003elogo, as if a separate zine.) Such a simple structure might struggle with lesser material to showcase but the 12 stories each offer something unique: from Alasdair McLellan’s images of Skepta on the London tube, to a round-up of Anthony Vaccarello’s ten years at YSL, via Naomi Fry’s review of Tom Sach’s recent ‘31 Rue Cambon’ Chanel pop-up in NYC, and McKimm’s own selections from photographer Steven Meisel’s archive, this debut shows what creative freedom in the right hands can offer.\u003c\/p\u003e\n\u003cp dir=\"ltr\"\u003eNo cover image, no ads, and, we hope, no petty politics. Intriguingly, the magazine has been launched with the support of ‘Dragon Den’s Peter Jones.\u003c\/p\u003e\n\u003cp\u003e\u003ca href=\"https:\/\/prototype.world\/\" target=\"_blank\" rel=\"noopener\"\u003eprototype.world\u003c\/a\u003e\u003c\/p\u003e\n\u003cp\u003e \u003c\/p\u003e","brand":"magCulture","offers":[{"title":"Default Title","offer_id":50502620708973,"sku":null,"price":30.0,"currency_code":"GBP","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0514\/7889\/files\/Prototype_0_2f97bf12-d63b-4aaf-911c-c58913c0734f.png?v=1790168816","url":"https:\/\/magculture.com\/products\/prototype-1","provider":"magCulture","version":"1.0","type":"link"}