Pringle of Scotland Jumps on the eMagazine Bandwagon

Photo: Pringle of Scotland

The eMagazine's not quite as sexy as the "short film," the favored luxury advertisement of choice this year, but Pringle of Scotland`s raising the bar.

ASOS, H&M, and Topshop each have one, and ACNE has ACNEpaper (which is basically a proper magazine), but Pringle's will live solely online, curated by people like Terry and Tricia Jones from i-D and featuring editorials shot by Ryan McGinley.  Bands like Franz Ferdinand are interviewed to balance the fashion fare, like a behind the scenes look at their AW10 camapaign starring Tilda Swinton, a peek inside their factory in Scotland and even a How-to-Knit video.  They'll ask different industry insiders to edit each issue of the magazine.

The editorial content frames the runway collection, as well as the brand's artist collaborations, both of which are available online for the first time through the site.  So if you still haven't bought your winter shearling, here's another chance.