Odd Magazine

Publications / Fashion design

The mag produced by Amfi’s third-year magazine students hits selected retailers this week. Over the past seven years it has evolved into an internationally sought-after and hip publication. This year it is called Odd and the buzz has already begun.

By Gabrielle Kennedy /asdf 01-07-2010

Mackenzie Yeates designed the front page title of Odd as well as much of the editorial content. She is on exchange from Ryerson University in Canada and came to Amsterdam six months ago to participate in Amfi's magazine minor. “I chose this city because it is so different,” she says, “and a bit off the beaten track in terms of fashion. Also, I saw last year’s version, Mint, and loved it.”

Amfi’s magazine minor is divided into two halves. Students spend the first half working in small groups producing a magazine – a concept, a title and content. Only the advertising can be fake. Half way through teachers and a jury of industry professionals select the best magazine. After that all students join the winning team to help make their magazine bigger and better. The final publication goes to print with real advertising, international distribution as well as marketing events and an associated product line.

Odd was originally conceived by a Dutch group of students, particularly Sandra de Kuiper and Sophie Peeters. “When we were still working in small groups, Odd's team only spoke Dutch so we did not know until their final presentation just how good their magazine was,” says Yeates.

The concept of Odd is based on Facebook and the idea of six degrees of separation. “That was why they won,” says Yeates. “It is so relevant to today and was such a strong idea that has not been seen before.” In the final version seven people of interest were selected from teachers to photographers and bloggers and they are all are connected to each other in some way. The tone of and focus of each chapter is driven by that individual’s specialty.

Odd's editorial highlight is an interview with Viktor & Rolf, but it was the marketing team headed by Marjolein van Wijck who struck magazine gold with a double page advertisement by Chanel. “We also got American Apparel and Yarn Unit, but Chanel is pretty exciting,” Yeates says. Van Wijck reportedly tracked down Chanel’s director of marketing in Holland and visited her house where the pair had tea and discussed business.

Odd has doubled last year’s print run to 4000 copies and has a product line as well as an interactive website. It is distributed through hip boutiques in ten countries.

Yeates has worked hard over the last six weeks with many sleepless nights and a lot of stress, but it's a magazine career she now craves. On the topic of decreasing relevance she just shakes her head. “There will always be a place for print,” she says. “iPads can’t replace the feel of paper, that sense you get of selecting a magazine, taking it home, cutting out the pictures and sticking them on your bedroom wall.

"I have learnt more in one semester at Amfi than in all my years combined at university. Producing a magazine like this one has been amazing.”

Images: main Odd front cover, small from top - Mackenzie Yeates portrait by Hannah Sider, selected images from Odd magazine.