Men's Vogue -2nd Issue - I Want To Love You

I just picked up the second issue of Men's Vogue - I want so bad to love it but.....

Maybe I misunderstood the audience Men's Vogue was going for but I got the impression that they were targeting the slightly older, sophisticated man that wants something a bit more refined than the current GQ selection, but still no less fashion relevant - GQ for the Borrelli, Bergdorf set. The first issue was great and raised the bar of excellence in men's fashion magazines.

Maybe the first issue just set the bar a little too high.

In my experience, the men that are over 25 and still into fashion are really into fashion, and there is currently a giant void in the magazine market for that niche - perfect timing for Men's Vogue - but this issue has very little real fashion coverage.

The main fashion editorial is a blandish suit story featuring Paul Bettany of the upcoming movie "The DaVinci Code". I guess it is ok but it is just missing that pop of something really special or inspiring. The suits are all a taupy-tan-ish and paired with uninspiring tonal shirts and ties. Putting together exciting (but not necessarily over-dramatic) suit/shirt/pocket square/tie combinations is exactly the kind of direction men want from fashion magazines. The front of the book articles all look very interesting but it is the meat-and-potatoes fashion coverage that I want from Men's Vogue, not more political critiques from a fashion magazine.

The styling of the Tiger Woods story is completely forgettable and the accessories coverage is all golf shoes and golf gloves.

Considering that it is much more difficult for men to dress really great in the high heat of summer, an issue like this could be a valuable tool. Color was all over the runways for Spring 2006 and is in the stores in a big way right now, how about a little direction from Men's Vogue on how to make color work for men over 30 in both our work and causal wardrobes? There are two ties "of color" in the entire magazine.

By far the best fashion is a story called "Life Studies" that was shot on two "real people": "literary power broker" Luke Janklow (shot in his own jacket) and "public intellectual" Noah Feldman. It just proves my point that real guys are so much more aspirational than what the runways and magazines are feeding us.

Men's Vogue has access to all the best brands in the world, so why are so many of the same brands that are already featured in GQ, Esquire, and seemingly every other men's magazine also in Men's Vogue. Can't anyone break the advertisers grip?

Dear Men's Vogue,
We had an incredible first date but the second was a bit shaky; everyone knows I give it up on the third, so I'm crossing my fingers you bring the heat for the next issue.