The magazine, created by ex-Teen Vogue European editor Jenny Dyson,[1] was launched during London Fashion Week in February 2006.

[3] LFW's Daily Rubbish[4] a free eight page broadsheet launched in September 2007, as a joint venture with the British Fashion Council.

[6] providing news, gossip, interviews, fashion profiles, behind-the-scene glimpses, cartoons and quizzes.

Writers include Rebecca Lowthorpe (Elle), Sarah Bailey (Harper’s Bazaar), Anna-Marie Solowij (Vogue), Sarah Mower (Style.com), Lauren Cochrane (The Guardian), Melanie Rickey (Grazia), fashion commentator and broadcaster Caryn Franklin, and Orange Prize-winning novelist Linda Grant.

The puppets include fashion designers such as Jean Paul Gautier and politicians such as Nick Clegg.