This month V magazine have launched the worlds first scratch off magazine covers.Typical of V magazine there never was going to be a soft approach to this either, in true signature, controversial style, the scratch off V reveals the featured model’s nudity.
The limited edition covers of 1,000 per model are part of the “Sexy Body Issue”, which were shot by Mario Sorrenti. The cover features iconic models such as Lily Donaldson, Adriana Lima Eniko Mihalik, Isabeli Fontana and Natasha Poly.
This is a stunning, creative and interesting concept, I suppose we would not expect less from V magazine. However with the magazine industry in turmoil, is this a way to bring more excitement and interest to the magazine industry, or just helpless gimmicks? The year 2010 has already seen augmented reality, 3d and now scratch covers, it does bring memories of a time when the music industry tried gimmicks every few weeks, and well, we know where that got them.
