Boy London

Boy London is a designer label founded in 1977 by Stephane Raynor; it was the most iconic fashion brand of the 'underground scene' and has influenced the image of street-life ever since. Cross promotion is essentially in creating trends, particularly in fashion, therefore Boy London introduced a wide range of sources to show their clothing range- websites and partnerships with Selfridges who sell their products. Like most iconic labels Boy London had a 're-birth', as it began to focus on international markets, there was a downfall in sales in the UK, therefore in 2007 a new line titled 'Sick' was added to the new East London store, reigniting the previous hype of the urban label. Since 2007 the highest sales ever have been recorded in the UK, mainly due to the interest if this label by celebrities, such as Rihanna, Boy George, Cher Lloyd and Jessie J. Some of these artists are the main representation of R&B music across the globe; therefore creating the overall image of this genre. The magazine 'Preppy' featured Boy London hugely and anchored its image and success, this idea is very significant for my own magazine 'Urban'. The main image featured on the cover is one of great similarities to an ideal reader of my magazine. 'Preppy' has an extremely similar identity of reader as my magazine and the idea of partnering with a urban clothing label is one that Urban magazine would also greatly consider. Boy London is a very iconic brand, however the image of Urban Magazine would be a more modern and developed image (but essentially inspired and originated from Boy London and 'Preppy' magazine').