London – Online magazine ebaE is gaining attention for its self-aware take on what it sees as the increasingly cozy relationship between editorial and e-commerce.
magazine seeks to ‘examine e-commerce and the pressures of fast fashion in relation to youth in the age of global web communication’. Editors and Central
Saint Martins students Madeline Griggs, Gareth Wrighton and Ib Kamara, were
inspired by The Edit, Net-A-Porter’s weekly online magazine.
‘It thinks it’s a real magazine but it’s on a screen so it’s not making the most of what a digital magazine can be,’ says Wrighton. ‘But everything is still click-to-shop and in a way that’s the most convenient thing that could come out of a digital magazine.’
The magazine is linked directly to a functional e-commerce store stocked with original ebaE merchandise as seen in the magazine. The items take the shoppable concept to absurd extremes by finding source material on the internet’s limitless supply of bad taste. For example, the group recreated the high-street looks worn in a viral video in which a jealous suburban teenager bludgeons her rival with a shovel.
For more on shoppable editorial, see LS:N Global’s critique of Porter magazine.