Dreamy Lula is a London Fashion Week "must read"

Fri Sep 25, 2009 9:34am EDT
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By Venetia Rainey

LONDON (Reuters Life!) - A new fashion magazine built on daydreams, fantasy and fairy-tales in an unashamed flirtation with teenaged girls has become this season's "must read" at London Fashion Week.

Praised in internet forums and fashion blogs, and squabbled over in shops, Lula's mix of soft, feminine clothes explored in wistfully nostalgic stories has gained cult status and led to a relationship with Britain's highly successful Topshop store.

In the get-rich quick world of fashion, Lula has opted for the minimum advertising and has managed to get celebrity editors such as U.S. movie star Kirsten Dunst to heighten the sense of intimacy which has entranced the young fashion crowd.

It started in 2005 when British photographer Damon Heath and Canadian stylist Leith Clark, decided to create a unique magazine, something which would be distinct from, "the rest of the pack, the run of the mill magazines."

"The exact genesis is quite hard to place," Heath told Reuters. "But I had already worked with Leith maybe 10 times. We had done some work in magazines, but a lot of them look a bit shoddy. That set me thinking that it couldn't be that expensive to do it, and I thought that if we can make it look as good as possible, that will even out any editorial quirks."

Editorial quirks, however, when Leith Clark is the editor, are no bad thing. The 30-year-old has never shied away from the fact that she never really wanted to grow up, and the magazine is a real reflection of this.

Indulging itself in the world of daydreams, fantasies and all things feminine, Clark's one aim from the start was, "to make a magazine that I wanted to read."

In fact it was Clark's unique take on fashion and style that enabled Lula to quickly establish a loyal, fervent, and most importantly international fan base.   Continued...

<p>The cover of new fashion magazine, Lula, is seen in this undated handout photo. REUTERS/Handout</p>