11th March 2025

There was a time when magazines weren’t just publications—they were cultural powerhouses. Titles like The Face, i-D, Dazed, and Ray Gun didn’t follow trends; they made them. They weren’t designed to chase clicks or feed algorithms. They were built to shape subcultures, amplify new voices, and define aesthetics before the mainstream even noticed.

But where is that energy now?

Digital media has made content more accessible, but at what cost? Social media has blurred the lines between creators and consumers, giving everyone a platform—but not necessarily a perspective. The clarity of purpose that once set magazines apart now feels like a rarity in a world where content is often dictated by engagement metrics rather than cultural impact.

The problem isn’t a lack of talent or ideas—it’s the overwhelming volume of noise. When content is designed for speed rather than depth, we risk losing the kind of editorial vision that made these magazines essential. The art of curation, of knowing what really matters before the world catches on, has never been more important.

This isn’t just nostalgia—it’s a call to action.

For creatives, strategists, and brand leaders, the question is clear: are we simply reflecting culture, or are we actively shaping it? Are we just following trends, or are we creating the moments that define what’s next?

Because the best magazines weren’t just documenting culture—they were deciding its future. And if we want to create work that lasts, we need to channel that same fearless originality.