PCH and Alexander McQueen create an all-singing, all-dancing digital fashion magazine

6 Mar 2015

Image credit George Harvey, courtesy of AnOthermag.com

It’s not the Harry Potter newspaper but it’s the next best thing – Liam Casey’s PCH has worked with Alexander McQueen and AnOther Magazine to create a moving magazine cover with built-in audio.

Combining the worlds of tech and fashion, a HD display shows a video of Rihanna performing in Alexander McQueen, filmed by Inez and Vinoodh.

Described as a “unique design object”, the magazine, which has an LCD screen stitched onto a paper magazine, went on sale yesterday at Colette, Selfridges, Fab.com and Yoox.com. Only 1,000 numbered, limited editions will be distributed.

Earlier this week, it emerged PCH acquired US e-commerce website Fab.com for an undisclosed amount of cash and equity. It is understood PCH intends to use Fab.com as a sales channel for hardware created by start-ups. 

PCH has revenues of more than US$1bn a year and masterminds the design, manufacture and distribution of hardware, from the initial online order to the delivery at the customer’s door, anywhere in the world. The company employs 2,800 people worldwide, including 80 people in Cork, where PCH International is headquartered.

Image via George Harvey, courtesy of anothermag.com

“I wanted to bring McQueen past, present and future together in one spectacular moment to celebrate his career and the future of the brand,” said Jefferson Hack of AnOther Magazine.

Devised by Hack and Casey, the AnOther Digital Limited Edition is about celebrating the creative genius of McQueen, a long-time collaborator of both Hack and AnOther Magazine.

“Rihanna is wearing bespoke McQueen inside this groundbreaking issue. In collaboration with PCH and McQueen, we have made fashion history,” said Hack.

“This collaboration shows dedication and passion for technical and creative risk-taking.”

The video is accompanied by The Sound of McQueen, a specially commissioned, album-length soundtrack created by McQueen’s long-standing musical partner John Gosling.

“Jefferson wanted to collaborate on something ambitious, creative and unique,” said Casey.

“We were really excited by the project, and the opportunity to do something new. The result is captivating and unexpected, and shows what is possible. I was stunned when I saw the cover move.

“The element of surprise is great. Jefferson has blended art, fashion and technology into a beautiful object.”


John Kennedy is a journalist who served as editor of Silicon Republic for 17 years