But it's The Economist, the title that famously had people walking about Singapore's central business district with knives in their back, and it's now set its sights on becoming a fashion bible. Vogue, beware.
Taking a leaf from the essential little back dress, The Economist has fashioned its own staple number, which - naturally - comes in red. Sheltered in a full-length suit bag, and surrounded by as much suspense as the coming of a new Anna Sui bag during New York's fashion week, The Economist sales team, including regional advertisement manager Rupert Harrow, hand delivered the creations to 20 fashion-famished offices in Singapore and Hong Kong.
So, what was it that had media and agency trend-setters falling over their Skechers to get their hands on a copy of The Economist? A special, 20-page report on fashion, of course, with the headline 'Know what's coming next'.
The stunt was The Economist's latest in a series of Red Card-developed campaigns aimed at putting the strengths of the title in the spotlight.
Previous initiatives included smartly-dressed executive types carrying briefcases with the words 'Ignorance kills' emblazoned along the side and a knife in their backs.
In a military-style manoeuvre in Singapore and Hong Kong last Friday, two sharply-dressed suits from The Economist's crack sales team simultaneously wheeled coat-racks of suit bags into major buildings of the cities' financial district.
Their pre-selected targets were about 200 top executives in more than 20 of the main creative and media agencies.