FHM Collections launch issue surpasses target

<p>SINGAPORE: Men's lifestyle magazine FHM has launched FHM </p><p>Collections, a bi-annual men's fashion magazine with a print run of </p><p>30,000 and distribution in Singapore, Malaysia and Hong Kong. </p><p><BR><BR> </p><p>Jake Hamilton, editor of FHM, pointed to a need for such a magazine as </p><p>men in affluent Asian cities are becoming more style-conscious. "There </p><p>is no major men's fashion magazine in Singapore and FHM Collections has </p><p>been a very successful brand extension in the UK and US," Hamilton </p><p>said. </p><p><BR><BR> </p><p>The fashion title is targeting a slightly older reader - late 20s - than </p><p>its racy sibling, which is renowned for its laddish humour and pictures </p><p>of scantily dressed women. "The Collections' reader is far more of an </p><p>urban creature and from overseas experience we've found a significant </p><p>proportion actually work in media or the fashion industry," he </p><p>added. </p><p><BR><BR> </p><p>Content in the Spring/Summer issue includes exclusive photos from the </p><p>Paris, London and Milan fashion shows and an interview with ageing rock </p><p>star Tommy Lee, who also appears on the front cover. This is </p><p>supplemented by local content such as editorial on men's fashion in Asia </p><p>and interviews with Asian designers such as Singaporean Wykindd </p><p>Song. </p><p><BR><BR> </p><p>The title, which hit newsstands earlier this month, said it exceeded its </p><p>advertising target, with support from big name fashion labels such as </p><p>Calvin Klein, Hugo Boss, Louis Vuitton and Chivas Regal. But some </p><p>advertisers - Gucci and Prada - are taking a "wait and see" attitude, </p><p>according to Richard Schofield, general manager of FHM publisher Emap </p><p>South-east Asia. </p><p><BR><BR> </p><p>"Fashion advertisers want their ads to appear in a high quality </p><p>environment and I think this issue proves we can deliver that," he said. </p><p>The Autumn/Winter issue will appear in mid-September. </p><p><BR><BR> </p>