How ‘Maxim’ Is Holding Up As A Fashion Magazine

Photo: The Styleograph/WENM 

Earlier this year, Maxim and its editor-in-chief Kate Lanphear switched up the motif for the magazine to focus more on fashion. In tandem, the team partnered up with the Onis Design Group to produce a line of swimwear– a few pieces that debuted during Miami Swim Week.

As Maxim doubles down on its newfound inspire, the magazine’s upcoming September issue will be a blend of high-fashion and storytelling instead of just overt sexiness. Set to hit newsstands on August 5, the magazine’s goal is to gain growth and traction amongst its advertising pages.

The publication’s shift to taking a softer approach can be attributed to Lanphear –a street style star who previously worked at T magazine and ELLE—  who’s totally shifting the publication’s sexxed up lore. The change has helped, as ad growth has increased by 143 percent in a full calendar year. More than half of the new business expansion comes from fashion, retail and footwear — to the tune of 54 percent.

This information has helped during a time where the men’s market and industry as a whole is decreasing. Maxim has found success with 36 new pages of advertising business, 32 of which are in the fashion, retail and footwear categories. Companies such as Salvatore Ferragamo, Vince Camuto, Calvin Klein, Prada, Versace, Hugo Boss, Bally, LG, Sprint, and others have joined the resurgence of popularity in Maxim to advertise in the book.

Below, you can check out the ten most fashionable covers from Maxim’s storied history!

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