FHM's Brand Identity Combined Irreverence and Aspirational Living
The Magazine Balanced Humor and Cheekiness With Aspirational Content About Success, Style, And Relationships
FHM was a British monthly men's lifestyle magazine founded in 1985, aimed at young men aged between 20-40. It was published in print until January 2016 when it went out of business due to declining circulation. Its US edition was launched in 1998 but ceased publication in 2008. The magazine's brand identity combined irreverence and aspirational living, balancing humor and cheekiness with aspirational content about success, style, and relationships.
FHM's editorial approach was characterized by its irreverent tone, which featured articles that were both humorous and provocative. This approach was reflected in the magazine's tagline, "For Him, Men Only," which suggested a playful attitude towards masculinity and sexuality. In addition to its irreverent tone, FHM also offered aspirational content that appealed to young men who wanted to improve their lives through fashion, career advice, and relationship tips.
One way that FHM achieved this balance was through its coverage of celebrities and pop culture. The magazine frequently ran features on high-profile figures like David Beckham or Jennifer Lopez, as well as interviews with up-and-coming stars. These pieces were often accompanied by photoshoots and exclusive interviews, giving readers an inside look into the world of celebrity while still maintaining a sense of fun and humor.
Another aspect of FHM's brand identity was its focus on sex and dating. The magazine regularly included articles on topics such as pickup lines, flirting techniques, and how to spice up your love life. While these pieces could be tongue-in-cheek, they were also designed to help readers navigate the complexities of modern romance.
Despite its irreverent tone and focus on sex, FHM never shied away from covering more serious issues.
The magazine published several investigative reports on issues like homelessness and environmentalism, using its platform to raise awareness about important social causes.
FHM's brand identity combined a cheeky and irreverent voice with aspirational living, offering young men advice on everything from relationships to fashion to politics. Its unique mix of humor and substance made it one of the most popular men's magazines in Britain for decades.