Fashion (magazine)

Fashion is a Canadian fashion magazine published by St. Joseph Communications. Established in 1977, it is currently based in Toronto (with satellite offices in Vancouver, Calgary and Montreal), publishes 10 issues a year and has a total readership of 1.85 million (PMB Oct 2010).

Fashion logo.svg
Fashion (magazine) cover.jpg
August 2013 cover featuring Demi Lovato
EditorBernadette Morra
Former editorsJohn MacKay
CategoriesFashion magazine
FrequencyMonthly (10 per year)
Total circulation
(December 2011)
CompanySt. Joseph Communications
Based inToronto

The magazine covers international, national, local fashion and beauty trends, and news. It aims to reach affluent, style-conscious urban women.[2]

The magazine's first editor-in-chief was John MacKay, who had previously been responsible for Toronto Life's men's fashion supplements.[3]

The current editor-in-chief is Bernadette Morra. Prior to joining Fashion, Morra spent 23 years at the Toronto Star, first as fashion writer, then (since 1993) as fashion editor. She left the Star in 2008 to work as a freelance writer.

In 2009, Fashion launched its men's magazine Men's FASHION as a bi-annual special interest publication.[citation needed] In 2012, they added a Holiday issue, in addition to the Spring/Summer and Fall/Winter editions. The current editor-in-chief of Men’s FASHION is Canadian journalist David Livingstone.

St. Joseph Communications, the magazine's publisher, also publishes Toronto Life, Canadian Family, Chatelaine, Quill & Quire and Where Canada magazines.

Website and digital brand expansionEdit

Fashion's website was launched in the summer of 2000.[4]

In 2008, Fashion began making noticeable efforts to expand their online presence. In March of 2008, Fashion announced a content partnership with MySpace Canada, which included exposure of behind-the-scenes news as well as videos and photo galleries.[5] Just a month later, the magazine announced a national "Reporter Search." This search involved an effort to locate ten Canadian style bloggers willing to write on fashion trends present within their communities. The winners of the Reporter Search contest were provided with a year-long blog spot on the Fashion website in addition to other prizes.[6]

In a 2008 interview, online editor Jennifer Campbell outlined the multi-pronged strategy that was bringing the site success. This strategy included daily blogging, community outreach, slideshows, newsletters and social media networking.[7] At the time, the site received nearly 100,000 visitors per month. The two most popular sections included "FASHION Lovelies" (a weekly street fashion snap) and "FASHION Reporters" (the aforementioned blogs resulting from the Reporter Search contest).[8]

Video presence played a notable role in's early online marketing strategy. In October 2009, Fashion was recognized with the "Best Video" award at the Canadian Online Publishing Awards.[9] The site was a finalist for the same "Best Video" award once again in 2010. Fashion also won top prize in the cross-platform category for an online men's style guide, which contained video use as well.[10]

Randi Bergman replaced Campbell in December 2010 after the latter left for a role with rival Canadian fashion publication Flare.[11] Shortly thereafter, Paige Dzenis joined the team as associate online editor.[12]

In 2011, Fashion was selected as a finalist for "Website of the Year" at both the Canadian National Magazine Awards[13] and the Canadian Online Publishing Awards. That same year, the site underwent an extensive redesign by Randi Bergman, Paige Dzenis, Laura Antonik, Gary Campbell and Michelle Darwin. Subsequently, the website won two silver awards at the 2012 Canadian National Magazine Awards—one for best digital design, and one for best multimedia feature for the "At The Shows/Spring 2012" package.

In August 2012, it was announced that Fashion had the largest Twitter following of any magazine in Canada, with 352,079 followers.[14] This success was attributed to the brand being an early adopter of social media.[15]

In August 2013, the brand launched an online shopping extension called "FASHION Shopping" featuring clothing and accessory items selected by the editors that can be purchased.[16]


  1. ^ "eCirc for Consumer Magazines". Audit Bureau of Circulations. Archived from the original on July 24, 2012. Retrieved April 28, 2012.
  2. ^ "FASHION Magazine". St. Joseph Communications. Retrieved 2019-06-06.
  3. ^ Morra, Bernadette (2012-10-10). "Celebrating 35 years: FASHION editor-in-chief Bernadette Morra sits down with the magazine's first editor-in-chief John MacKay to discuss the differences between then and now". FASHION Magazine. Retrieved 2019-08-31.
  4. ^ "Wayback Machine capture of from August 2000". Archived from the original on August 18, 2000.
  5. ^ "Fashion magazine partners with MySpace to create fashion hub".
  6. ^ "FASHION announces blogger contest".
  7. ^ "Celebs Are Loving The Crescent Bag Trend From The Y2K Era". 2022-08-15. Retrieved 2022-08-23.
  8. ^ "5 questions: Jennifer Campbell of Fashion Magazine".
  9. ^ "Photo gallery: Canadian Online Publishing Awards 2009".
  10. ^ "Winners -- Canadian Online Publishing Awards 2010, Red Category". Archived from the original on 2010-10-02.
  11. ^ "People in Publishing: Changes at FASHION, Flare, Eye Weekly and more".
  12. ^ "Media, Darling: Paige Dzenis".
  13. ^ "National Magazine Awards nominations have been released".
  14. ^ "Fashion tops the list when it comes to Twitter followers".
  15. ^ "Twitter Magazine Index (Canada)". Archived from the original on 2013-09-14.
  16. ^ "St. Joseph's FASHION launches online shopping platform".