Ilovefakemagazine

I Love Fake is an online independent fashion magazine started by a Dutch photographer in 2005 and aimed, they say, at readers aged 16-40, though I imagine that's only to give the 40-year olds an excuse to ogle the 18-year olds who are in the photoshoots. It's very much a youth magazine, though it's also read, the editors suggest, by "style leaders" who are generally working or studying in the fields of art and fashion.

All of which means a serious effort to be cool, and transcend the mundane by elevating style above all else. Images ooze with carefully planned spontaneity.

Fashion, and what is or is not stylish at any given time, is in the mind of the viewer and reader and I'm not going to attempt to judge this one because I have about as much fashion sense as Prince Charles. In any case, according to the promotional blurb, the site is "constantly reinventing itself", which, if it means anything, could suggest that what I've just seen isn't going to be what you get.

In that light, I was disappointed that links to many of the back editions, which are supposed to be available in PDF format, were dead. So I couldn't tell how much reinvention had been going on. Still, there are some working links and these lead to the full versions of the magazines including the textual content which isn't available on the site. And if you're a style guru, they're worth a browse over your coffee break. It's fun, and don't complain about it being pretentious because it wouldn't be there if it wasn't.