Imagine a (Nearly) Photo-Free Fashion Magazine

Photo: Joshua Osborn

What’s now Dash magazine began as NoéMie Schwaller’s final project to complete her fashion journalism degree at London College of Fashion. “I kind of couldn’t stop when my M.A. was done,” she told the Cut, “I just had to make it real.” She officially launched the biannual book during London Fashion Week, stashing it in gift bags and sprawling it across VIP lounges.

The crowds paid attention because it didn’t look, or feel, like a normal magazine: Unlike other indies out there, Dash hones in on illustration, a choice that Schwaller, 31, says is an attempt to help the publication look “homemade,” something “different from the usual fashion magazines that use press images all the time.” Recent features include an interview with master illustrator David Downton, a history of illustrated album covers, and a recipe section based on the colors of the season. “We try to always relate our content as much as possible to fashion but it can be in a fun way or in an abstract way.” To see what she means, click through to hear more from the editor along with pages from the magazine.

Photo by Joschi Herczeg Photo: Courtesy of Dash Magazine
A (Nearly) Photo-Free Fashion Magazine