![]() ![]() But after Guiducci left for Vogue last March, and was not replaced due to pandemic budget constraints, Zhukova became more involved. She became less involved with the magazine over the years, especially after Mark Guiducci became the editor in 2017. Zhukova moved into an editorial director role and hired an editor-in-chief. After the acquisition, Garage’s headquarters moved from London to Brooklyn, where Vice was also based, with the intention to expand the publication online through a website and video. Vice Media acquired a majority stake in Garage in 2016 as part of a push into fashion to attract luxury advertisers, just a few years after it also acquired i-D. Its issues have paired the visual artist Urs Fisher with Beyoncé, photographer Deana Lawson with Rihanna and installation artist Maurizio Cattelan with Kendall Jenner. Other early participants included Joan Juliet Buck, the former Vogue Paris editor, and Jeffrey Koons, who created “virtual” sculptures for the magazine in 2014. The tattoo was designed by Damien Hirst, and the model was photographed by Hedi Slimane. One of the first covers featured a photograph of an intimately placed tattoo on the lower half of a nude model, covered with a removable sticker. The biannual magazine was named after the contemporary art museum she founded in Moscow in 2008 with her former husband, billionaire Roman Abramovich, and with which she is still actively involved.įrom the start, Garage stood out for its bold name contributors and creative experimentation and has been a hub for talented editors, writers and stylists. Often high-concept and irreverent, Garage debuted in 2011 and captured the interest of the fashion and fine art worlds due to its founder, the high-profile Russian art collector and former Pop editor Zhukova. Garage was initially projected to generate $10 million in advertising in 2020, according to an internal document seen by The Wall Street Journal in April, and was expected to fall short of that target by up to $4 million due to the crisis.Īs part of the strategy to divest from Garage, Vice’s other print magazine, the British style title i-D, is slated to get more investment from the company this year, with plans for expansion in the US and Asia. Last spring, like most other media groups, Vice laid off about 5 percent of its total workforce in anticipation of declining advertising revenue due to the pandemic, and senior executives took pay cuts. Others shut down, like many of the international editions of fashion titles in regions like Australia, or cut print permanently, like Condé Nast’s biannual Love after founder Katie Grand left the company last year. Many fashion magazines reduced the number of issues they publish or paused operations, like W did before it found new ownership. The closure comes after an especially challenging year for media, as brands cut advertising budgets during the pandemic, creating uncertainty for weak or unprofitable publishers. “In seeking to maintain the magazine’s experimental spirit, Garage will return to its roots as a radical art object, focusing on the production of print editions.” “Today, Garage reaffirms its commitment to championing collaborations from the world’s most celebrated creators, and renews its dedication to contemporary art,” said a spokesperson for the magazine in a statement. ![]() ![]() The current website, which was developed by Vice, will not be part of its next iteration. Another option is publishing the magazine by the Garage Museum of Contemporary Art, after which the title was named, and which Zhukova founded in 2008. She is in conversations with European and American publishers to continue operations and is aiming to preserve the staff, according to a source with knowledge of the plans. ![]()
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