Manifesto Media debuts new bi-monthly unisex fashion and lifestyle magazine in Hong Kong

Matthew Wong, MD and publisher of Manifesto Media and a former investment banker, said that the new magazine would cater to the affluent local and expatriate demographic.

Wong said the magazine differed from existing English language titles which focus on high society or single sex fashion interests. "We are not targeting the mass readers," he said. "Instead we want to fill the gap as a niche locally-produced magazine."

Manifesto has a team of international contributors and key opinion leaders that will deliver exclusive content including fashion spreads, opinion columns and trend reports. The publication will offer first-hand reporting from important international trade fairs, including Milan and Paris Fashion weeks, Salone Internazionale Del Mobile, SIHH and Baselworld.

International brands like Cerruti 1881, Burberry, Salvatore Ferragamo, Bally, Jean-Paul Gaultier, Max & Co and W Hotels have placed ads in the debut issue, which has a duo covers of Alex Lam (son of Hong Kong singer George Lam) and Liu Wen (Chinese fashion model who was the first Asian to be Estee Lauder’s spokesperson and first Asian model to walk on Victoria’s Secret fashion show).

Wong cited the name Manifesto underscored the publication's commitment to making its own statement on fashion, lifestyle and pop culture trends from a distinctly Asian perspective.

On the editorial team are Alex Lai, editorial director, Kee Soon Wong, managing editor, and Jonathan Yee, fashion director, who have experience on publications such as US Vogue, Peak Magazine and MING.

Caroline Chan, MD of Maxus Hong Kong, commented that niche magazine titles "often have more opportunities", and that luxury clients "always welcome a new and niche quality marketing platform for covering their new products and events".

"Whether it will work will very much depend on how strong the background and quality of the editorial team and the publishers, and their relationship wth the luxury brands; if they have subtance, then they wil attract readers," Chan commented.

The magazine will have an annual circulation of 20,000 with print media as its core, supported by online.