
My very personal fashion project
milkshakechocolate is featured in this month
ELLE Girl Korea on a special "Online Magazines" together with Australian
sesamemedia.com and Korean
nazine.com thanks to the lovely
MinKyung Kim who contacted me to ask permission to publish the magazine and send me a couple of questions.
I was thrilled.
I founded
milkshakechocolate and been fashion director and editor in chief for two years and right when the e-zine came to an end I received the best press I could ever had.
I'm very grateful for such honor because
ELLE Girl Korea is demonstrating that a girls' magazine doesn't need to be all boys and pinks; they are publishing interesting articles, really good selection of contemporary designers and cool stuff by the hour in their pages. Believe me.
Below is the translation of the interview, although I don't think they published the whole (I can't really tell as the publication is in Korean so I have not clue of what's published and what's left away). But there you have:
1. Milkshakechocolate... So sweet name! For readers of ELLEGirl, tell us a bit about what's Milkshakechocolate magazine.
milkshakechocolate started in 2006 as a platform for young artists, both in the field of fashion and art.
At the beginning, all the work that was published was from artists I met through myspace or from artists I knew personally whose work was really good but very difficult to find other than in their personal sites, because they were still young and unknown.
The first issue was a bit of a success and soon I started to have the opportunity to feature the work of wide renown artists like BLESS, Sandra Backlund or Boudicca, whose presence in the magazine would support the work of the younger ones.
Now milkshakechocolate is focused in avant-garde fashion because that's where my personal interest led me to.
2. It is known that one staff is in charge of editing and designing. How do you choose up the rest of staffs?
I choose the people that work for milkshakechocolate in regards of the quality of their work. The majority of those people are friends or friends of friends whose work I really respect, so it's like a community of friends working together and doing things they like to do. I'm very fortunate to have such good professionals collaborating with me.
3. Why you choose online-based magazine, instead of paper based one? In comparison with other online magazines, the majority of articles are lengthy detailed interviews. With so much read, is it more suitable for offline media?
This is a really good question that I often ask myself too.
milkshakechocolate started as a very personal project, and still is really. When I started my main goal was to feature the work of artists I knew and really admired.
The first thought was to do it on paper, in a zine-kind of magazine. But paper is very expensive and you need a good monetary back up to print and then distribute, something I didn't have at the time, so I needed to think of an alternative.
I believe in a DIY (Do It Yourself) philosophy, if you want to do something you should use all is around you to make it happen.
My friend Alex gave me the brilliant idea to do it online because it's cheaper and the distribution is worldwide. So I attended a course on web design and started to design the magazine myself.
Now things are a little different, the quality is getting better and the goals are others.
I realized myself what you so brilliantly asked me: my articles are very in-depth because that's what I was looking for, but online readers want quick and very easy readings because it's uncomfortable to be in front of a computer.
For this reason I decided to go on paper and that's what me and my partner Sonia Ostrovsky are working on right now. The next issue will be on paper and the magazine will have a new name.
4. Anyway, you feel keenly the boundary of online magazine. What's the most difficult thing?
The most difficult thing is to find artists (designers, photographers, illustrators, journalists etc) that want to be feature or to work for an online magazine, unless is a world renown online publication like showSTUDIO of Totem Fashion.
I was really fortunate to have the support of designers like BLESS or Boudicca, who believed in my magazine and their interviews opened a lot of "doors" to me.
But online magazine have not credibility whatsoever because there's thousand of online publications so for the artists their work gets lost on the net. That is why I decided also to go on paper because I wanted to feature the work of designers who only agreed to be interviewed if my magazine was printed.
5. On the contrary, what's the fascination with online media as compared to offline one?
I like the democratization of online media.
Everyone is able to express his/her creativity and to show it to the world.
Before we had Internet it was very difficult for artists and designers to get known if they were living in a remote town. They needed to move to big cities in order to know the right people. Now they can be in contact with the whole world with just a click!
I think we all are very blessed that this thing is happening in our time. You only need two things to make an online magazine: a web design program and Internet connection.
6. Two special issue 'Subway Issue' and 'Child Issue' were shown. What are your inspirations in planning special issues?
Haha… there is really not a planning!
Both themes were chosen in a certain moment when I just felt inspired.
I chose the Childhood issue because that was the first issue of the magazine so I thought it would be fun to ask the artists how they see childhood, the "first", the beginning of everything.
The Subway issue was chosen because at the time I met a very special person on the subway… ☺
7. It has been dealed with fashion, art, and cultural whole. But most recent issues are inclined to define only fashion and design. Are you deliberately designed for this purpose?
When I started milkshakechocolate I wanted to create a Fashion & Art magazine, a publication with an eye on modern culture.
For that reason the first issues headed that way but I soon realized that fashion was my real passion, that all my energy was dedicated to find good designers rather than good fine artists.
Consequently the magazine developed into a fashion platform and now it's a mainly-fashion online publication, always focusing in fashion as an art more than fashion as a shopping experience.
8. Milkshakechocolate still has stayed in 2007. When will the next issue be out? The issue from winter 2007, the one that is now on view, was the last online issue.
We are now working in the new issue that will go on paper. The magazine's name will change too but unfortunately I can't give more details yet.
In any case, I would like to give you a little scoop so I'd say that we interviewed amazing designers like Jean Pierre Braganza, Toga or United Bamboo… And the magazine's new name was inspired by a trip that my partner Sonia did to Seoul last year!Thank you so much (again and again and again)