Print Magazines: Debunking Fashion’s Biggest Lie

By Alexei Key

For years, the glossy pages of fashion magazines were the gold standard in the industry. However, their relevance has diminished. The undeniable shift toward digital media demands an acknowledgment that print is no longer a major player—it’s essentially obsolete. As the fashion world continues to evolve, so must its primary means of communication. Claiming that print magazines remain relevant today is like arguing that floppy disks or CDs are essential in the age of cloud storage. It’s charmingly retro, but let’s be honest, utterly impractical.

The allure of print has been fading for some time. The days when magazines reigned supreme as the ultimate authorities in fashion are long gone, overtaken by the accessibility of digital platforms. Despite this, some editors still tout the importance of print, a perspective increasingly out of touch with reality. Many brands and PR managers, clinging to an outdated sense of prestige, continue to invest in print, though it no longer resonates with or engages modern consumers.

According to a 2023 survey by eMarketer, 82% of Gen Z and 75% of Millennials consume fashion content exclusively through digital channels. The print format is alien to younger generations.

If you start a media outlet in 2024 and label it a “magazine,” you’ve already failed. It signifies clinging to the past, often led by industry veterans unable to adapt to the new landscape. These endeavors are frequently born from a lack of alternative platforms or hobby projects. The truth is stark: step outside, and you’ll struggle to find anyone reading a physical magazine.

Digital is where the fashion conversation happens now. Social media and online publications dominate the scene, offering instant access to trends and insights. They provide interaction and immediacy that print cannot match.

Despite fashion’s preachy mantra of embracing change, the industry behaves like it’s stuck in a time warp, romanticizing print like it’s a long-lost lover. The reluctance to fully embrace digital is rooted in discomfort and an unwillingness to move beyond familiar structures. This resistance hinders progress and keeps the industry tethered to outdated practices. 

Furthermore, print magazines have become unsustainable for the very creatives they depend on—photographers, stylists, hair and makeup artists, and directors, among others. These publications no longer have the budgets to fund editorial shoots, yet they continue to exploit these professionals, expecting them to work for free in exchange for exposure. Brands that still back these magazines might as well be endorsing unpaid internships. It’s exploitation dressed up as opportunity.

Agents of these creatives are complicit in this exploitative cycle as well. They sell artists on the idea that these magazine shoots are ‘good for their careers,’ similar to telling an artist that another free gig will definitely, probably, maybe get them noticed.

Another point worth highlighting is the palpable hypocrisy within the industry regarding environmental concerns. I often receive emails with signatures pleading, “Please consider the environment before printing this email,” sent by the very individuals who champion print magazines. Traditional methods of magazine production are riddled with sustainability issues. Substantial paper consumption drives deforestation and is flagged by the Environmental Paper Network as a significant ecological threat. The process, heavily reliant on fossil fuels, escalates carbon emissions and contributes to global warming. A significant amount of printed magazines also end up as waste, with only a fraction being recyclable—those still demand energy-intensive processes that emit pollutants.

It’s time for a reckoning. The digital realm offers endless possibilities for creativity, engagement, and reach. Embracing it fully will align the industry with contemporary consumer behavior and unlock new avenues for growth.

The message to the fashion old guard is simple: either adapt and evolve or step aside and let the innovative generation take the reins—you’ve had a good run.