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TRENDWATCH – I LOVE YOU MAGAZINE, TIMES INTERVIEW WITH PUBLISHER CHRISTIANE BÖRDNER

March 6, 2010

Printed Matters | I Love You Magazine

CULTURE

 |

By JUDITH PUCKETT-RINELLA

 | OCTOBER 8, 2009, 12:49 PM

I love you magazine coverWilliam P. O’Donnell/The New York TimesThe September 2009 issue of I Love You magazine.

 

These days, when everything is moving toward the Web — especially the magazine publishing industry — it’s nice to see a new print magazine that was born from the Web: Christiane Bördner’s magazine I Love You. I Love You was originally inspired by her blogof the same name. The second issue, which recently came out, is available for sale at Colette in Paris, Opening Ceremony in New York and Los Angeles, and a handful of shops in Germany, the U.K., Sweden and Australia. With pages featuring clever quotes, gorgeous still lifes and forward-looking fashion, I had to know more, so I interviewed the Berlin-based Bördner, whose partner, Marcus Gaab, is a longtime contributor to T magazine.

Q.

How did you come up with the name I Love You?

A.

Christiane Bördner: Not kidding, but it all started with an article I read in your magazine, T, about a year ago. It was about very young fashion bloggers turning the fashion world upside down. After reading it I started researching all the fashion blogs and was thinking about an identification shift. I like the idea that consumers produce for consumers — and in the end, we trust our friends more than a brand, of course. I read that in 10 years 50 percent of the entertainment will be produced by consumers itself, and you can see it’s already happening with things like YouTube, Facebook and Twitter. I am sure younger generations prefer to read the news on Facebook than the newspapers.

I Love You magazine spreadWilliam P. O’Donnell/The New York TimesA spread from Issue 2 of I Love You.

 

I Love You is very intimate and personal and describes a feeling, not very easy to pinpoint.

Usually it is said very rarely, but I want to cry it out, to create emotions. Everybody wants to be loved, but you have to start first. I Love You is my personal point of view on fashion and lifestyle — like a blog, but printed.

I Love You spreadWilliam P. O’Donnell/The New York TimesThe intimacy of I Love You’s name is reflected in its contents — like this photo, featuring a single Falke stocking and a Sabrina Dehoff chain.

 

You talk about what the future holds as far as media and communication. What made you want to print a blog in a traditional magazine format? Isn’t that the reverse approach?

Yes, it is! Cry! No, honestly, there is nothing more beautiful for me than photography on paper, in a book, on the wall. My heart beats for magazines, photography, and I love paper — that’s why I choose this medium. I started my career as art director doing CD-ROMs, which was very successful, but I decided not to focus on multimedia and online. I never got the satisfaction I get when I am doing printed stuff. Magazines might change and be pushed into another direction content-wise, and there is no need to buy a newspaper anymore — you can get all the information online. I’m sure in a couple of years we will be online everywhere, but I hope there will be always an interest in beautiful printed stuff. TV didn’t kill the cinema. Instead, it established a new form of art and they didn’t need to show news anymore at the theaters. I Love You should be a visual experience, but it’s also about touching and smelling the paper. It’s very sensual. For me, the magazine format is the perfect medium to express the “I love you” idea.

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