“Soma” is a cool magazine California based, not distributed in Europe and even in the USA it is not so diffused. However it is a magazine that in the last 20 years has inspired all those that are able to realise huge numbers (www.somamagazine.com). “Soma” takes its name from the a market area in the South side of San Francisco, where in the 80s this project was born. The idea was of an editor, Ali Ghanbarian, in love with the bohemian community of artists, musicians, photographers and independent stylists, able and good in reinventing fashion than in following it. Who knows and follows this magazine has learnt that what it is proposed usually becomes “cool” one season later… maybe reinvented to make it more digestible to the great public.
If I were a European Fashion Company, interested in the USA market (or the Canadian, English and Japanese one), I would try to exploit this magazine without any doubt for two purposes:
-
to offer my products for their shooting;
-
to consider a creative consultancy by their editors;
The point 1. above all is common and it is called Celebrity Seeding and it has the purpose to offer the product to VIPs or important persons so that they use it in public to make famous and prestigious.
If the dynamic is correct and apt to somebody’s goal please write to paolo@placement-post.com
