Jaime Perlman on Sustainable Fashion Magazines and Creating More or Less

Jaime Perlman, editor in chief and creative director of More or Less, has a riveting front-row view of fashion's evolving culture and ecosystem. Formerly the creative director of British Vogue, she has helped shape a conversation that embraces the bold and sensational over the noncontroversial and safe. Driven by instinct and a personal need, she created her magazine and online platform that celebrates a different kind of fashion, highlighting individual style—perhaps a bit more democratically. Taking her vision and dedication to all things creative a step further, Jaime uses her publication to underscore the impact of consumption and spotlight sustainability and inclusivity. In this episode, she weighs in on magazines' role in driving important topics, making socially responsible statements, and building a community around a brand.

Highlights:

• Although she didn’t know magazines would be her niche, Jaime was certain at a young age that she wanted to be part of the visual, artistic world.
• Good fortune and timing launched Jaime at Harper’s Bazaar in a moment of transition.
• From American Vogue to British Vogue, she creatively directed her way through a “weird manifestation” and realization of a dream to work abroad.
• Thoughts on the contrasting aesthetics and approaches—celebrity versus supermodel culture—among regional Vogue editions in less globally oriented times.
• Jaime reflects on Europe’s “edgier” aesthetic in contrast with America’s more celebrity-driven commercial approach.
• Pandemic aftershocks: Fewer reflexive, transnational travel for photo shoots.
• Sustainability, diversity, and the evolving ethics of responsibility and a purpose-led commitment to doing more with less consumption and more integrity.
• Vintage, resale, and the fashion ecosystem’s influence on price points and inclusivity. More for Less magazine is a “passion project” with a growing upside opportunity.
• Print is still relevant because it’s tactile, collectible, and compelling for creatives, but the format doesn’t have to be mass-produced or sourced without intention.
• What’s new in the magazine and publishing world: A meaningful cultural conversation—from what makes a good magazine cover to inclusivity of race, size, and gender.
• Magazine covers or social media platforms like Instagram: It’s all about seizing the moment to do something sensational.

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