Sweet Dreams: The Story of the New Romantics by Dylan Jones

Author:Dylan Jones [Jones, Dylan]
Language: eng
Format: epub
ISBN: 9780571353453
Publisher: Faber and Faber
Published: 2020-11-15T00:00:00+00:00

Nick Logan: It took about eighteen months for The Face to develop a personality. I was really trying to do a picture magazine with an international flavour. I was reasonably happy with the first two issues, and then the New Romantic thing happened. I had launched on a wave of 2-Tone, but the weeklies weren’t covering the New Romantic thing; plus, of course, it was very colourful, which was perfect for us. I think we were the first place where the term ‘New Romantics’ was mentioned. I couldn’t really afford proper writers, so I tried to make writers out of non-writers, like Gary Crowley and Vaughn Toulouse, but I spent too much time rewriting copy. So in the end I had to get proper writers in, like Jon Savage, even though we didn’t pay very much. There was a point when Jon Baker from Axiom [a New Romantic clothes shop] wanted me to move into an office in Newburgh Street with him and Melissa Caplan and some others, but I didn’t want to do that as I wanted to remain independent. Essentially, I was just looking for pockets of interest, although when we started writing about what people wore, we weren’t sure what to call it, as nobody really did that back then. So we called it Style, as it wasn’t really fashion, and anyway fashion magazines were a long way away from what we were trying to do. I remember a friend called John Carver brought me in a picture of a dentist’s chair that was converted into an armchair, which looked fantastic, but I didn’t know how to run it in the magazine. So we got a lot of disparate photos and ran them all together on a spread. I was just feeling my way, I suppose. I was really concerned what the messaging was, and so I analysed every page, every advertisement, as I wanted to make sure that we were sending the right messages to the reader. ‘This magazine is about music, fashion, art; this magazine is straight; this magazine is a bit gay.’ Every nuance was analysed. I tried to be the reader and see it from their perspective. However, at no point did I think we were making history.

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