Fashion brand to launch magazine

Italian fashion brand Gas is gearing up for the launch of a Chinese-language edition of its publication maGASine in mid-2006.

The youth fashion label, which aims to reach consumers aged 25 to 35 and is largely focused on denim-related products, recently rolled out the international edition of maGASine in Hong Kong. The 160-page autumn/winter issue featured Gas' global advertising campaign as well as fashion and lifestyle issues. Cathay Lo, operations and marketing manager at Gas, said: "We are planning a local edition soon and are just waiting for confirmation from Gas headquarters. "The magazine will be based on the Gas 'Rethink' philosophy, which encourages people to rethink fashion." Gas, which is an official Honda motor GP sponsor, publishes maGASine twice a year. Copies of the free magazine are distributed at coffee shops and art centres.