A new fashion magazine dubbed the Midlands’ answer to Vogue hit the news stands yesterday.
Invazion, a full-colour glossy, features the latest news and trends together with lifestyle content.
The monthly A3 publication is free and will be stocked at “hundreds” of stores across Birmingham and London, including Selfridges.
It is the brainchild of Birmingham-born designer and fashion writer Nigina London, who returned to the city in 2006 following a glittering career in the capital.
Celebrities to have worn her designs include Hollywood heartthrob Jeremy Irons, actress Jennifer Ellison, Spooks’ Laila Rouass and former Eastenders star Pooja Shah.
Nigina hopes Invazion will inject some ”much-needed style” into the two city’s wardrobes.
She said: ”I was born and bred in Birmingham but spent 12 years in London studying and working in fashion, mixing with the creme de la creme of the industry.
”I eventually moved back to the area four years ago while working on a project to design police uniforms and quickly realised there was no hub to make Birmingham stylish.
”In fact, the city was guilty of the biggest crime in my book – being dull.”
The London School of Fashion graduate decided to take two years out from design work to research people’s attitudes to fashion across the Midlands, identifying several ‘key issues’.
According to her findings, people in the Midlands ”lack the desire to be different”.
”Young people are simply not driven enough,” said Nigina. ”When it comes to dress, they don’t seem to be willing to step out of their fashion comfort zone.
”This is matched with a sense of frustration at the lack of self-identity. It’s a great shame.”
Nigina, who was voted one of London’s most fashionable people in a 2004 promotion with the Museum of London, says Invazion will change this by connecting and inspiring readers.
And having previously worked on magazines including Asian Woman and Asian Bride, she says the writing will be as sharp as the glossy cover.
She said: ”My intention with Invazion is to establish the magazine as a leading industry voice motivating and engaging with young and dynamic readers.
”It’s all about challenging people to dare to be different and putting the Midlands firmly on the fashion map.
”Hopefully, readers will find the content as vibrant, varied and interesting as Birmingham itself.”
Thirty thousand copies of Invazion have been distributed across the city and Nigina expects up to 80,000 people to read it every month.
The title has so far received the backing of leading fashion brands such as Hugo Boss and Illamasqua and has also been launched in London and online.
Invazion issue one is out now. For more information VISIT: WWW.INVAZIAN.CO.UK