Prototype is a new magazine by creative director and former i-D editor Alistair McKimm. The project is underpinned – or rather unshackled – by what he perceives as the usual constraints of mainstream fashion publishing.
Hence Prototype is outwardly minimalist in appearance and strikingly bold in terms of content and construction. The cover is blank and white, save for the magazine's name in black. Inside you get a series of 12 image-driven stories, each accompanied by a brief text section. The stories are provided by some very big names: Alasdair McLellan, Alastair McKimm, Anthony Seklaoui, Arthur Jafa, Ava Nirui, Carin Backoff, David Sims, Drew Vickers, Ebony L. Haynes, Isabella Burley, Julia Nobis, Liam Hess, Libby Taverner, Mahoro Seward, Marc Jacobs, Mario Sorrenti, Mark Holgate, Mica Argañaraz, Michèle Lamy, Naomi Fry, Novelist, Olivia Singer, Olivier Rizzo, Pierre Castignola, Peter Miles, Skepta, Stef Mitchell, Steven Meisel, Sydney Rose Thomas, Sterling Ruby, Tom Sachs, Tremaine Emory, Wali and Willy Vanderperre
As the publisher says, ‘No ads. Just great words and great pictures. All talent.’
