By Zoe Smith
Rubbish, a new fashion magazine which celebrates the "silly side of style" will launch next Thursday during London Fashion Week.
The twice-yearly magazine has been created by Jenny Dyson, European editor for Teen Vogue, and her brother, writer Jack Dyson.
"There is a very straight dialogue when writing about style and there often isn’t much room for humour," said Jenny. "Rubbish aims to do it in a fun way without compromising on the look of the magazine."
The first edition, sponsored by Miss Selfridge, features heavyweight names such as broadcaster Peter Snow and Spectator columnist Mary Killen, but also includes irreverent features such as a fashion shoot with clothes chosen by blindfolded stylists and portraits of designers as vegetables.
"I want Rubbish to be clever and to make people laugh without it being at the expense of others," said Dyson.
■ Meanwhile, ex-Sleazenation editorial and fashion directors Steve Slocombe and Namalle Bolle have launched Super Super, another independent style title that aims for a quirky take on the fashion world. The magazine was triallaunched at last year’s London Fashion Week in the form of Superblow.