Is it grammable?
Instagram's real power over us
Are print magazines becoming obsolete? An uncomfortable question for a magazine to have to ask, admittedly, but one that we have to keep bringing up with every new issue. And now, on the 20-year anniversary of J’N’C, this question seems more pertinent than ever. So what better time for a quick #throwback: the first ever issue of J’N’C Magazine was published in 1999 – shortly before the millennium, in the same year that the first “Matrix” film hit cinema screens. Back then, the digital era still seemed a very long way off. (Incidentally, that was also the year I started high school!)
Two decades later, in 2019, the world is looking very different; some would even say that the Matrix dystopia is becoming more and more of a reality. And yes, the whole digital aspect is having an increasing influence on the way we live and exposing us to both new opportunities and challenges, which is why we need to constantly adapt and sometimes also put up a fight.
But despite the struggle for equilibrium, we don’t want to let our two-decade milestone just pass us by. We want to celebrate it fittingly – along with the changes that it has brought with it. We are proud of what we have achieved so far and can’t wait to see what else the future holds for us. So this time we’re not celebrating our birthday by looking back, but by looking forward. When you spend so many years researching relevant topics, doing countless interviews and continually meeting new people, you inevitably find out that the ones who are bringing about the changes are not our opponents, but potentially our new partners. And that’s why we are dedicating this issue of J’N’C to them: the influencers. After all, they are the ones who are making the marketing world go round these days. Keeping us on our toes, they’re not only forcing us print media to have a rethink, but also the brands. But how? We found out from the two founders of Axel Arigato, Albin Johansson Max Svärdh, in our interview on page 60 and NA-KD’s Magnus Hörne on page 66. Plus, in our series of influencer interviews from page 48, Lena Lademann, Daniel Fuchs, Lyn Slater, Yasmin M’Barek and Justus Hansen are revealing how they use Instagram to their advantage and what makes a successful cooperation for them.
For us as a magazine, a successful cooperation means not shying away from new opportunities but adapting to them and continuing to develop along with them. Qualities that the world of fashion represents like no other. So, on that note, here’s to the next 20 years!
I hope you enjoy reading this issue!