Paper (magazine)
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| Paper (magazine) | |
|---|---|
| Title | Paper |
| Editor | Various |
| Category | Fashion; Culture; Music; Art |
| Frequency | Monthly (print historically) |
| Company | Independent / EntTech |
| Firstdate | 1984 |
| Country | United States |
| Based | New York City |
| Language | English |
Paper (magazine) is an American monthly periodical founded in 1984 that covers fashion, music, art, film, and LGBT culture. It originated in New York City and developed editorial relationships with figures across pop music, runway fashion, contemporary art, and independent film. Over its history it has intersected with institutions such as the Metropolitan Museum of Art, festivals like South by Southwest, and commercial entities including Conde Nast and Vice Media.
History
Paper was established in 1984 by editors from the downtown Manhattan scene who sought to document the intersections of Andy Warhol-era nightlife, Madonna's emergence, and the downtown club kid culture of venues like Studio 54 and The Limelight. Early issues featured profiles of figures linked to Keith Haring, Jean-Michel Basquiat, David Bowie, and the New York Dolls, situating the magazine amid galleries on Wooster Street and institutions such as the Whitney Museum of American Art. Throughout the 1990s and 2000s, Paper shifted editorially alongside movements tied to Alexander McQueen, Marc Jacobs, Rihanna, and Kanye West, reflecting collaborations with boutiques like Dover Street Market and events at Lincoln Center. The title weathered changes in ownership and funding, engaging with entities including WME, venture groups linked to Silicon Valley, and later digital media conglomerates. In the 2010s Paper gained mainstream visibility through editorial projects that crossed into the Guinness World Records of viral media, aligning with campaigns featuring Kim Kardashian West, Lady Gaga, Beyoncé, and Nicki Minaj. Financial challenges and the broader print decline led to restructuring in the late 2010s, with ties to acquisitions and partnerships involving new media investors and licensing arrangements in New York and abroad.
Editorial profile and content
Paper's editorial voice blends fashion criticism, celebrity profiles, and cultural reporting, often foregrounding artists associated with galleries like Gagosian Gallery and designers from houses such as Chanel and Prada. Features have profiled musicians from Madonna to Kendrick Lamar, directors tied to Sundance Film Festival alumni, and visual artists connected to MoMA PS1 and Tate Modern. Regular columns engage with photographers who have worked with Vogue, stylists collaborating with Tom Ford, and activists linked to Human Rights Campaign and GLAAD. The magazine historically commissioned longform interviews and photo essays that involved editors with backgrounds at The New Yorker, Rolling Stone, NME, and Dazed; pieces often referenced institutions like The Rock and Roll Hall of Fame or events such as the Met Gala. Coverage spanned runway reviews for Paris Fashion Week, profiles of brands at CFDA events, and essays on cultural moments related to Black Lives Matter and queer visibility movements.
Design and photography
Paper emphasized bold graphic design and experimental photography, commissioning work from image-makers associated with Annie Leibovitz, Steven Meisel, Terry Richardson, and emerging photographers who later exhibited at The Photographers' Gallery and International Center of Photography. Covers became statements in themselves, collaborating with stylists connected to Alexander Wang and makeup artists linked to Pat McGrath. Production incorporated typographic references associated with Pentagram-style studios and printing techniques used by houses supplying Vogue and Harper's Bazaar. Special issues showcased portfolios tied to exhibitions at Guggenheim Museum and retrospectives of photographers like Helmut Newton and Richard Avedon, while editorial shoots engaged with locations ranging from Chelsea lofts to Coney Island piers.
Circulation and distribution
Historically distributed in flagship bookstores and newsstands in New York City, Los Angeles, London, and Tokyo, the magazine's print circulation targeted subscribers of The New York Times, patrons of galleries such as Hauser & Wirth, and attendees of festivals like Coachella and Tribeca Film Festival. Retail partnerships included placement in shops like Barnes & Noble, museum stores at the Metropolitan Museum of Art, and boutique outlets such as Opening Ceremony. Over time, print runs fluctuated in response to market shifts affecting peers like Wired and The New Yorker, leading to distribution agreements with specialty distributors and selective international syndication.
Digital presence and social media
Paper expanded its online editorial platform to publish features, video, and social-first content, engaging audiences on platforms including Instagram, YouTube, Twitter, and TikTok. Digital initiatives produced video series involving collaborators from HBO, Netflix, and BBC; multimedia projects partnered with streaming artists from Spotify playlists and labels such as Def Jam and XL Recordings. Social campaigns and viral editorials intersected with personalities like Kim Kardashian West and Cardi B, generating coverage in outlets including BuzzFeed and Pitchfork. The website aggregated archives alongside new commissions, aligning SEO and distribution strategies with partners such as Google and advertising networks working with Facebook.
Notable issues and collaborations
Iconic cover projects included celebrity-driven spreads featuring Kim Kardashian West, a 2014 issue that created viral moments alongside collaborators from Balenciaga and Inez van Lamsweerde. Other notable collaborations involved musicians like Björk and Madonna, designers such as Virgil Abloh and Alexander McQueen, and editorial partnerships with galleries like Pace Gallery and museums including The Museum of Modern Art. Special editions highlighted anniversaries tied to New York Fashion Week and retrospectives of movements connected to Punk rock, Hip hop, and downtown art scenes around SoHo. Cross-promotions included capsule collections with fashion labels, limited-run art books with Rizzoli-style publishers, and live events at venues such as Brooklyn Academy of Music.
Awards and recognition
Paper's photography, design, and editorial work have been recognized by industry awards and institutions, receiving nominations and distinctions alongside peers recognized by American Photography, the British Fashion Awards, and design honors associated with D&AD and the One Club for Creativity. Contributors have been shortlisted for prizes administered by Pulitzer-adjacent juries in cultural criticism, and photographers have shown work at Tate Modern and The Photographers' Gallery, cementing the magazine's influence on contemporary visual culture.