Our Take —
Anglomania is an oddity. For a start, there’s the name. Anyone glimpsing it on the rack amongst the fashion glossies couldn’t be blamed for immediately thinking of the Vivienne Westwood line. But it turns out that there is no correlation between the tenets of Westwood’s Anglomania and the magazine that shares the name. This is a hybrid: a sports magazine with a style-conscious outlook, which proves even more puzzling since, although the predominant sports-orientated content is pretty international, one can’t help wondering about the jingoistic connotations of the name, especially when it is undeniably British in its perspective.
The other enigma is the magazine’s target market. It covers both male and female fashion and yet, in the kinds of coverage of sports and boys’ toys that form its core, it is very much in keeping with magazines aimed at men. One suspects that the aim of Anglomania is to update the traditional sports magazine and attract sporty fashion and style conscious readers of both genders. It’s a cool theory, so let’s see what the future brings. In addition to its lean, crisp art direction, Anglomania’s main contribution to the canon is undeniably the use of excellent and creative photography to reinvent sports imagery.