Los Angeles is the subject of several magazines, as are Beverly Hills and other Westside cities such as Santa Monica and Malibu. But West Hollywood, the geographic and creative center of fashion and design in Los Angeles County, hasn’t had a print publication that celebrates that, until now.
West Hollywood Magazine, which will focus on the city’s design, architecture, fashion and style, will launch at the end of this month. The magazine is the brainchild of Josh Stuart, who launched Littoral, a similar publication, in his hometown of Newport Beach at the age of 21.
Stuart moved to West Hollywood earlier this year, in part because of the city’s reputation as a home for creative people. He said he was surprised to find there was no publication here that focused on creative businesses and the people behind them.
“When it comes to architecture and fashion and interior design, West Hollywood is such an amazing place,” Stuart said. “But I’ve been surprised that so many people outside of those industries don’t know that. Most people see West Hollywood as the place to go for nightlife. It certainly is, but there is so much more.”
Stuart said the goal of West Hollywood Magazine is to rebrand the city. He admitted that such a goal might sound audacious coming from a 29-year-old who is a new resident. But Stuart said he has always loved creative challenges.
“This is a city where the creative director for one of France’s leading menswear lines maintains an office,” Stuart said. “It’s home to a home furnishings and design firm that carries on the legacy of Billie Haines, one of Hollywood’s most famous interior designers. And there’s such creativity in nightlife with places like DBA and Bootsy Bellows. We want to make sure the world knows all that.”
Stuart likened the magazine to Ocean Drive, a magazine known as “the Bible of South Beach,” which helped bring national attention to the renaissance of Miami Beach.
He called out the city’s Design District, Visit West Hollywood and the La Cienega Design Quarter for their support for the project. “Ryan Farber (executive director of the Design District) and Darren Gold (president of its board) have been incredibly supportive of this project,” Stuart said.
Stuart said the magazine also has gotten support from major fashion, design, automotive and real estate advertisers.
Stuart has assembled a creative team including Matthew Morgan, a designer with years of experience at a New York City advertising agency, and Paolo Ricartti, principal at Bowery Media. His business partner in the venture is Henry (Hank) Scott, publisher of WEHOville.com.
” I met Josh for coffee at Joey’s Cafe the first of this year and heard his idea for West Hollywood Magazine,” Scott said. “I was impressed. Then he showed me a copy of Littoral, and I knew for sure that I had met someone who could make this happen.”
The magazine will be distributed to guests at many of the city’s major hotels and door-to-door in certain neighborhoods in and around West Hollywood. Copies will be available for purchase on the magazine’s website, which will launch soon.