AllFlower
Laura Gardener
AllFlower is a monthly women’s magazine that adapts the topics
covered in mainstream women’s magazines, namely fashion and
lifestyle, to more reflective personalities. Most women’s
magazines favour an extroverted, and generally more acquisitive
outlook. AllFlower will instead shift the emphasis onto creating
“rich inner lives” (Helgoe, 2013), taking inspiration from the
arts and nature instead of the latest trends and celebrity,
to create an imaginatively stimulating reading experience.
Stereotypes paint ‘book people’ as introverted types, and ‘magazine
people’ as exuberantly outgoing. While some women’s magazines with
idiosyncratic content do exist, for example ‘Betty’, which aims “to
give girls the confidence to be happy with who they are” (Betty, 2015),
they aren’t very accessible. Many introverted people feel that their
mental health suffers from trying to fit into the extrovert mould,
so may find it refreshing for a mainstream magazine to validate
their reflective tendencies. The title’s proposed message is that
‘everyone should have the chance to blossom in their own way’.
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