New York City newsstands jam-packed with a million titles, all screaming for attention, gave us the idea for the theme. HYPE! was our parody of the media and a spoof on the tabloids. Visionaire had become known as the fashion magazine that didn't carry advertising, but this issue was full of ''ads.'' Funny slogans and tag lines were added to every page. Mario Testino's photo of a Brazilian swim team became a ''Drink Milk'' campaign. Sixties supermodel Veruschka posed for a make-believe tabloid cover, Helmut Lang sent in an ad for Helmut Lang Industries (''The only company that loves you'') photographed by David Sims. There was plenty of editorial content, too. Vogue's editor-at-large, Hamish Bowles, penned an interior-design piece about the ''vintage suburban'' family room of TV sitcom character Roseanne. Inez van Lamsweerde and Vinoodh Matadin shot a story on New York fashion that featured models computer montaged into New York interiors. We don't know if people got the joke (to this day, some people think that all the ads are real), but we laughed ourselves silly.
Limited Edition of 2000 numbered copies.
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