Mag Watch: Peppermint

As with A Cloth Covered Button, it's great to see Australian titles like Peppermint give the fashion magazine genre a bit of variation!

NAME: Peppermint

STRAP: 'Australia's first eco fashion mag'

GENRE: Fashion

CYCLE: Quarterly

MADE IN: Brisbane

PAGE COUNT: 92

PROS: Green is the new black. Identified a niche in the fashion publishing market.

CONS: Imagine the advertorial screening! Peppermint's brand reputation sits squarely on their integrity as an advocator of fair-trade fashion.

Peppermint is essentially Frankie's greener cousin. Both are probably targeting a similar demographic, both decorate their pages with whimsical hand-drawn illustrations and both have a focus on crafts.

Flick through the magazine and you'll realise Peppermint isn't just an eco fashion magazine. The writers actually see the world through green-coloured lenses!

From this perspective spawns editorial material like: fair trade in fashion, fashion and charity, life stories on the effects of climate change, eco-friendly art and living - and interviews with environmentalists of all shapes and sizes.

Peppermint has set the bar fairly high for themselves and advertisers. Their biggest slip could potentially come from running an advertorial of a company who's not as green or as ethical as perceived.