Wonderland is a magazine with a style located in a distinctly British publishing tradition, though international in outlook. Its particular art direction has a clear link to the unique London style of publishing that arose in the 1980’s when magazines like Blitz, I-D and The Face burst onto the scene. And, indeed, its spread and tone of content – fashion, music, film, design, etc- also has strong links to that British heritage from the 1980’s which conflated the tradition of great music journalism with creative and experimental fashion and other forms of culture, significantly producing a new type of magazine that appealed to both male and female readers. Wonderland, though set up a lot later and entirely in touch with a contemporary readership, continues with certain lessons learned from that original trope: a content balance that speaks to both men and women; a spread of editorial that takes in fashion, music, film and celebrity; a stark graphic style that suits the identity of an almost hybrid magazine.
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