Myth Magazine, a brainchild of stylist Haley Wollens, made its grand entrance at New York Fashion Week, igniting a buzz amongst the fashion elite. The digital-only publication, described as a fusion of performance art, Tumblr, and high fashion, unveiled its innovative approach through a vibrant launch party on Saturday night. The event was a kaleidoscope of models, photographers, designers, writers, and artists, all united by a shared passion for fashion and its transformative power.
Wollens, a seasoned stylist who has shaped the fashion narrative for celebrities like Drake, Miley Cyrus, and M.I.A., has been meticulously crafting Myth for a year. Her vision is to create a platform that defies traditional limitations, embracing the fluidity of digital media. “I’ve been in the game years,” Wollens shared with Vogue, “I’ve been styling for over ten years—I’ve shot so many editorials, and I just wanted to create a new platform for putting out work.”
The digital-only format grants Wollens and her team the freedom to experiment and push boundaries. This is evident in their playful use of video and sound, a stark departure from the static nature of traditional magazines. The launch issue, featuring a collaboration with Chloe Sevigny, showcases this approach. Instead of a conventional editorial, the team created a dynamic ad for Sevigny’s fragrance, Little Flower, infused with video and audio elements. The intent? To recreate the experience of flipping through a glossy magazine, but amplified with a captivating multimedia experience.
“It’s a vibe shift. We want to lead by example and show a new way of creating culture, creating brand awareness, and staying with the times,” Wollens explained.
Sevigny, a longtime friend and collaborator with Wollens, echoes this sentiment, praising Wollens’s vision and the magazine’s relevance in the evolving fashion landscape. “She has the best taste, the best style, and she is the coolest, period. New York needs this,” she said.
The launch party itself was a testament to Myth’s distinct energy. Guests mingled amidst a backdrop of intense drum and bass music, showcasing the magazine’s commitment to pushing creative boundaries. The event culminated with a glass photo booth, allowing guests to create their own personalized cover shoots, capturing the spirit of the night and showcasing the magazine’s commitment to inclusivity and participation.
With its innovative approach to content and its collaborative spirit, Myth Magazine is poised to reshape the fashion landscape, offering a refreshing and dynamic platform for creativity and cultural expression.
