Boho, a green fashion and lifestyle magazine, launched its premier issue last month featuring green fashion, beauty, home and lifestyle as well as articles on strong green women. The vibe is bohemian girl power, and this issue features both Josie Maran, a model and green cosmetics creator, and Taylor Foster-Allen, a model-turned-baker. These women represent the market that Boho wants to reach. Its target audience is a woman who "is stylish and fashionable, eco-conscious, a beauty-brat, spiritual, shoe obsessed, loves to decorate and customize her space, enjoys traveling, adores her music, likes to read, cares somewhat about celebrities, but mostly cares about finding herself and making the world a prettier place by giving back."
Gina La Morte, Boho's founder and editor in chief, brings a strong fashion background and deep passion for the earth to this hybrid magazine. La Morte has been a stylist for People magazine and O The Oprah Magazine among others, and she is also the editor behind TheSyleDoctor.com. She's been straddling the worlds of green living and fashion for some time; even as a teen she was both in her high school's Environmental Science Club and voted best-dressed.
Boho is published by Seed Media using 100% recycled paper and packaging and soy inks. According to La Morte, Boho "steered completely away from any glossy or even matte finish, and went completely uncoated. "It was a huge risk in a world of glossies," says La Morte. "But I think people have recognized it's time."
Green fashion and beauty are hardly new to magazines, with mainstays such as Elle and Vanity Fair devoting entire issues to the topic. La Morte commends these magazines for supporting the cause, "but publishing a single 'green' issue printed on paper that is entirely UV-coated, glossy and has no recycled content is an oxymoron," she said. "That becomes more about money than mission." Boho magazine makes green a fashion staple that isn't going away when the next issue hits the stands.
Boho aims to elevate the look of green fashion with well-crafted articles and fashion news and advice pulled right off the runway and spun for the green consumer to use. La Morte wants her readers to accept that their love of clothes and passion for the environment don't have to be mutually exclusive.
Green style is a hot topic right now, and even mainstream publishing houses are getting into the mix. Harper Collins is set to release Green Is the New Black in November, and the recently released The Eco Chick Guide to Life: How to Be Fabulously Green (by The Daily Green's Starre Vartan) was published by St. Martin's Press. The challenge for Boho will be keeping the content fresh in a green-saturated media market that has not been friendly to print magazines.
Boho plans to continue featuring green topics in more than 40% of its editorial content. The holiday issue will be available in late October at Barnes & Noble, Whole Foods and Universal News. Plans to bring the magazines to colleges and universities through grassroots marketing campaigns are also under way.
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