SYDNEY: Russh magazine is spreading its wings outside Australia with the launch of Russh Japan.
Russh claims to be the first Australian fashion title to be syndicated in an overseas market.
The first Japanese edition was published this week and “will showcase the finest fashion writing, styling and photography, from home, the region and the rest of the world”, a statement said.
Editor Charlotte Scott said: “To be introduced to such a saturated and competitive market with high regard for magazines and popular culture is not only exciting for us, but highly complimentary.”
Scott said that the Japanese publishing house, Selek, had been through a rigorous process of meetings, mockups and discussions to ensure there was a solid understanding of the Russh ethos and style. She said Russh Australia will have sign-off on all Japanese editions' content and covers for the first six issues.
Launched in August 2004, Russh has established itself as an independent alternative to mainstream fashion magazines such as Vogue and women’s lifestyle magazines like Cleo and Cosmopolitan. Other independents, such as Yen and Frankie, signal a growing trend for niche, forward-thinking fashion and lifestyle magazines.
Scott says while other more mainstream launches like Madison have entered the market successfully thanks to strong launch marketing campaigns, Russh started off small but has become one of Australia’s fastest-growing fashion magazines.
Russh is independently published by Ian Davies with a monthly circulation of around 20,000 in Australia and an additional 5,000 overseas, according to Scott. The magazine is currently in the process of being audited for the first time.
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