Fashion magazine

If you want to be famous on Instagram, read this fashion magazine

In April last year, distraught Sandra Hannah took to Facebook live in a desperate attempt to locate her African gray parrot, Chanel Chanellington, who had suddenly gone missing in Netherton, Liverpool.

“Me parrots gone,” she sobbed into the camera, suspecting her feathered friend had taken a break for the nearby canal, “please everyone, she’s an African gray, her name is Chanel! Although the owner has finally found her beloved bird, Sandra’s heartbreaking cries of “CHANEEELLL” will forever be etched in our collective memory.

Despite the parrot’s affiliation with its namesake Chanel, Sandra’s video is an unlikely point of reference for a fashion editorial. But there you go, sneaking out from under your bridge is fashion’s biggest troll, Ox Zine, immortalizing the scouser’s anguished pleas in the magazine’s thirteenth edition, Viral.

According to its title, the issue plunges its head into the internet’s toilet bowl, searching for the remnants of the last few years of digital culture and sliding it onto its pages. Fashion shoots are redesigned as first memes, with WordArt fonts and vague punchlines, while interviews with Marc Jacobs, bad outlines, digital avatars and Sell ​​the sunset‘s Christine quinn, make up a heady mix of high and low brow content.

It’s not so much a pastiche as a scam, recontextualizing fashion in the most mundane environments possible – like taking Kenzo’s full-bodied mesh hats from SS21 and hauling them down the frozen food aisle of Tesco for the one of the covers of the zine. “It’s called fashion research,” reads the accompanying caption.

A lasting pantomime for the industry, Buffaloprevious issues of have ripped off other fashion magazines, including Dazed, fake celebrity covers using Photoshop, and ended up completely unfinished because “basically we didn’t finish on time”. Click on here to buy Ox Zine problem 13.

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