Lula Magazine is a London based bi-annual fashion
magazine created by Leith Clark in 2006. It describes itself as “the kind of girl
you'd have a crush on, or be intimidated by. Her style is all old-fashioned
cameras, 70's dresses, patterned stockings, and heavy mascara. She'd live in an
apartment where the wallpaper is peeling off, but it would be held together
lovingly by a litter of poems and polaroid’s”. Lulu has a capricious, mild and
ethereal aura – girly clothes and vintage pictorials mixed among interviews
that sound like late-night chats between friends. Quite possibly a good
investment, since previous issues are selling on e-bay for up to £200.
The Cover
I am looking at issue 14. As with every Lula cover the spine is
graced with a delicate necklace, in this instance a piece from Hillier. On the
cover is model Kelly Mittendorf, Lula covers generally feature models instead
of celebrities and often feature little else except the cover image and the
title of the magazine at the top of the page, the alignment varies each issue,
in this issue the title is centered. The pose and facial expression of the
model is quite seductive but in a subtle way. She is wearing a Nina Ricci dress
and the make up is quite heavy with a bright pink lip. The lighting is quite
strong, the image is strong and the use of a unusual model makes the cover
stand out however there are other Lula covers I prefer compared to this one.
The Typography and Graphics
Over the years the fonts in Lula have changed, however the title
font has remained the same since issue number one. The font is a serif font
that is custom made for the magazine. The font is feminine, classic and fun
much like the magazine. At around issue 11 that was edited by Kate and Laura
Muleavy of Rodarte, Lula drastically altered its layouts and the fonts used
within the magazine. The fonts most commonly used in the magazine are
Silhouette LP and Marian 1812. The latter is a thin and whimsical font, which
works really well within the magazine.
The Layouts
Lula magazine is put together by art director Charlotte Heal who
also creates layouts for Love magazine. The layouts, like the graphics and
typography, go hand in hand with the magazines aesthetic and overall feel. The
layouts are clean neat and use plenty of negative space. A lot of the
editorials and articles are introduced with a title on a blank white page. The
magazine is very dream like and romantic and I feel this is illustrated through
the art direction.
The Editorial
Lula is very image heavy but also features a wide range of
interviews with people the reader would find interesting, from talented
illustrators to cool indie girl bands. The imagery is all very dream like,
often using soft natural lighting. In this particular issue there’s an
interesting piece on Meadham Kirchhoff and also a piece about some of the shows
from SS 12. All the stories and subjects featured in the magazine would
interest the target market.
The overall feel
Its
obvious just from looking at Lula what Leith Clark is trying to achieve. Lula strives to be romantic whimsical and
girly without being too dainty, its still a magazine that commands attention. It
markets itself so well for its consumer and you know what you’re getting just
by looking at it