Hayes Valley boutique Acrimony recently released the first issue of its new magazine, Anathema. We caught up with owner and local fashion maven Jenny Chung to chat about the inaugural issue, its name and what’s extra-enticing at Acrimony right now.
Why did Acrimony decide to publish a magazine?
We love to do editorial shoots featuring not only new product, but fresh faces as well. We wanted to create something that inspires our readers and shoppers. We do so by seeking out new locations, playing with lighting, hair, makeup and any other element that helps us convey a particular perspective. Soon the magazine will evolve into a larger spread, including interviews, articles and other goodies.
What was the concept behind the magazine’s look and feel? What kind of vibe were you hoping to create with the imagery?
The concept of the magazine is really split into three stories, as it’s laid out. For the launch, we took it easy. Not the most exciting angle, but the most indicative of what we like to do with fashion. Take a really cool piece and make it feel easy, unfussy, put it in a raw space and make it look amazing. But it’s not overdone, unrealistic or overly styled. As Anathema evolves and we release new issues, we’ll continually change the concept to include whatever feelings we have at the moment. Right now, it’s the Easy Life.
Why did you name it Anathema?
We didn’t want to call the magazine Acrimony, but we wanted the magazine to share a name similar to that of Acrimony. The dictionary definition of Anathema is, “someone or something intensely disliked or loathed.” Just because something is liked by many doesn’t really mean it’s good. We all know that by watching modern television and listening to pop radio. Sometimes the things that are hated or loathed are actually creating the best content. That’s for everyone to decide on their own.
Can you give me three reasons San Franciscans should visit Acrimony right now?
It’s hard to keep it to three reasons, but one, we’re having a huge summer sale where everything is 40-70 percent off. Two, we have an amazing “summer bug” display up in the window. Huge paper mache bugs with human hands and feet are suspended from the ceiling. Three, all the new fall merchandise is slowly starting to trickle in. You don’t want to miss the first pieces of the season. Leather jackets from Veda, chambray shirts from Gitman Brothers Vintage, new jewels from Lady Grey and Odyn Vovk tees in soft materials.
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