With strong cooperation from Wilhelmina 10/20, Curves and Ford 12+ agencies, "MODE" magazine, was launched in the spring of 1997. No other fashion magazine specifically targeted the plus-size consumer with a "Vogue"-like fashion philosophy. MO"D"E's editorial practice of providing models' names, sometimes attached to quotes on self-esteem to make them more approachable, greatly aided the popularity of the models and gave them a form of celebrity. The magazine also received industry acclaim, being named the best new magazine launch by Ad Week and Advertising Age in 1997. MO"D"E ran model search competitions in conjunction with the Wilhelmina modeling agency, drawing entries from thousands of hopefuls from the US and Canada. Occurring shortly before the time of "MODE"s closure was the failure of several designers' ventures into the plus-size market. Versace ("GV Versatile Couture"), Valentino ("Carisma"), and others ceased producing the clothing which MO"D"E relied upon, leaving an unfortunate deficit in the fashion department wardrobes and advertising revenue coffers of MO"D"E magazine and its successors. Its circulation was approximately 600,000 at the time of its demise in late 2001.