Our Take —
Mixt(e) magazine has risen from the dead. It’s very rare that any magazine manages to resurrect itself after disappearing for two years but this unique French title has shown itself capable of miracles, overcoming its own demise at the hands of the previous recession in order to return triumphant.
Describing itself as the ‘most British of French magazines’ there’s nonetheless a lot that is very French about this sumptuous glossy first founded in 1996. Perhaps its self-perception is based in the fact that this bilingual title has a young feel that engages with pop and street culture with a youthful – almost precocious- editorial eye in a free-spirited manner; not the usual buttoned-up feel of many upmarket French titles. But, there is also a lot that is classically French about it, particularly in relation to the profiling of luxury fashion and jewellery. Joanna Schlenzka’s fashion direction may give Mixt(e) a youthful and breezy feeling that makes it refreshing within the field of essentially conservative French approaches to fashion in magazines, but she still works her magic in a way that places top French luxury fashion that is so synonymous with Paris at the heart of her carefully measured gaze.
For the rest, Editor in Chief Tiziana Humler-Ravera, Editorial Director Christian Ravera and Art Director Guy Guglieri tread a similarly balanced approach to giving shape to the magazine as a whole. It is in the art direction, for example, that Mixt(e)’s notion of itself as feeling rather British is particularly prominent. The blockish layout and tendency towards little reinventions of modernist design are certainly far more in keeping with approaches to magazine-making that we associate with the UK rather than France. Whereas the editorial content of all aspects of contemporary culture from design to music feels a lot more anchored within the magazine’s native culture; international in coverage and feel, but steadfastly Parisian in its concerns and approaches.