The fashion magazine FHM had a unique advantage when it was launched. As a men's lifestyle publication, it could tap into the popular culture of the era and use it to differentiate itself from more traditional publications like Esquire and Playboy. By partnering with high-profile photographers from the worlds of fashion and glamour, FHM created stunning images that were both eye-catching and provocative. These photos helped to set the tone for the entire magazine, which quickly became known for its celebrity interviews, scandalous stories, and controversial editorial choices. In this article, I will explore how FHM used photography to elevate its visual style and compete with premium lifestyle magazines.
FHM began as a British monthly men's magazine in 1985. The magazine was originally called For Him Magazine, but the name was later changed to FHM. Its original focus was on humor, gossip, and music, but it soon began to expand into other areas such as sports, travel, and fashion. To further distinguish itself from other magazines, FHM adopted a more risqué approach that included nude or nearly nude models and sexually suggestive content. This proved successful; by 2007, FHM had become one of the most widely read men's magazines in the world.
To create visually appealing content, FHM frequently collaborated with top fashion photographers from Vogue and GQ. These photographers brought a level of polish and professionalism that helped to raise the bar for the entire magazine. They also brought their own unique styles and perspectives, allowing FHM to stand out from its competitors. One example is David Bailey, who shot several covers for FHM during his career. His work has been described as "iconic," "edgy," and "provocative."
Bailey wasn't the only high-profile photographer who worked with FHM. Other notable names include Mario Testino, Rankin, Peter Lindbergh, and Annie Leibovitz. Each of these photographers brought something different to the table, whether it was a distinctive style or an unconventional perspective. By working with such talented artists, FHM could ensure that each issue looked fresh and exciting. It also showed readers that the magazine was willing to invest in quality content, which helped to build loyalty and trust.
Of course, not all of FHM's photography was designed to shock or titillate. The magazine also used fashion photography to showcase new trends and styles.
It would often feature celebrities wearing the latest designer clothing on the red carpet or in music videos. This allowed it to stay current while still maintaining its edginess. It also gave readers something to aspire to, making them feel like they were part of the action.
FHM's use of fashion photography helped to elevate its visual style and compete with premium lifestyle magazines. By tapping into the best talent in the business, the magazine was able to create stunning images that stood out from the pack. Its unique approach to sexuality and intimacy also helped to make it one of the most popular men's magazines of its era.