The UNCOVER magazine represents an informative insider exploring the ins and outs of the small and highly exclusivist fashion industry. Its mission is to peep behind the shiny, glittery drawn curtains of the industry in search of the real deal about fashion, and then present it to the public. The magazine is addressed to the people working within the industry, or interested in fashion from more than a consumerist point of view.

UNCOVERs purpose is to educate and inform without limiting itself to represent only one socio-economic class, gender or race. The magazine paints a complex portrait of the fashion industry using the striking colours of politics, culture, technology, business, and style. It has a word about everything for everybody, and it can be noticed in the following features ideas:

  • the problem of fast fashion thriving in an environment favouring modern slavery practices;
  • a guide to adventure into the jungle of business and become one of the lions detaining own label;
  • analyses the problem of genders in the fashion industry.

As remarked, this magazine brings to light issues concerning disfavoured social groups, raises awareness on gender issues and teaches the reader how to be an entrepreneur.

Aware of the media’s hegemonic control in every facet of society, UN-COVER magazine preaches equality, embraces diversity and encourages proactivity. These values are encapsulated in the very informative and neutral headlines (‘Designing your way into the business industry’). We do not address to a gender, a race or a social category, but we do address to people, particularly to those interested in what we sell – a consistent and well-informed perspective on fashion.

Moreover, we do not believe in stereotyping and we combat it with the cover picture of the magazine: a man and a woman wearing androgynous clothing – because clothes have no gender but bear the identity of their owner. The magazine includes a balanced number of female and male pictures coming from different backgrounds and forwarding the idea of ethnic and racial diversity. Nudity is promoted as natural, and not as a taboo or sexually objectifying.

The ruling intellectual force of society elaborates ideologies and uses media to disseminate them. The magazines are one of its propaganda tools and thus, their content is heavily shaped by the set of beliefs and values decided as being of common sense. The readership is offered many options so no one escapes the ideology and fits in regardless the social status, financial capability, etc. Vogue and Cosmopolitan, for instance, waltz with consumerism. The headlines, the pictures, and the ads serve as testimonies for this: Dior ads in Vogue (for rich) and H&M ads in Cosmopolitan (for middle-class) etc.

In the case of UN-COVER, the magazine adheres to the ideology of consumerism but not in a passive manner. It looks at the consumerist trends, dissects them, analyses the context of their provenience, and offers all this data to its readers. Beside this, it forecast future ideologies and points out the ones that need to be followed closely in the future. It goes even further and becomes one of the “thinkers of the society” and creates its own ideologies because it is both an insider and a trendsetter for the people within the fashion industry and those flirting with it.