S Moda is a “newborn” weekly trendsetting fashion magazine which is published alongside the Saturday edition of the Spanish newspaper EL PAÍS. Its emphasis is on women’s fashion, interviews, design, travel, leisure, social trends and the world of beauty. As EL PAÍS points out “S Moda will attempt to go beyond fashion shows, it will treat fashion as an attitude as well as a cultural expression of the first level and finally target people who appreciate aesthetics”.
S Moda is a joint venture between PRISA the publisher of EL PAÍS newspaper and Conde Nast responsible for high quality magazines like Vogue, Vanity Fair and Glamour. The magazine is under the leadership of Oscar Becerra, a veteran magazine genius. Oscar is that rare combination of a magazine creator with a tremendous feeling for what the audience wants at any particular time. S Moda’s editor in chief is Empar Prieto and design director is Diego Areso. The cover of the first issue features Sarah Jessica Parker in a bolero jacket, giving an exclusive interview. The photo shoot was done in New York.
S Moda was built around two award winning typefaces by Parachute: PF Encore Sans Pro (European Design Awards 2010, Granshan Awards 2010) and PF Regal Pro (Granshan Awards 2010, Creative Review Type Annual 2011).
Regal Pro is a new upcoming family, absolutely elegant, luxurious, sexy and vibrant, which reflects the female sensitivity taking into consideration a modern woman who is more proud, more connected, more spontaneous, open-minded and eager to try a whole host of new products and services.
Regal Pro not only emphasizes femininity but also reflects both the romantic as well as the dynamic side of the female personality. Targeting this consumption-wise and well educated woman, Regal is not strictly based on classic forms, but incorporates several distinct elements that express a modern woman’s personality and the products she consumes. Regal Pro is currently available offline and will make its debut online very soon inside the newly redesigned Parachute website.
Encore Sans Pro, being simple and stylish, is a perfect alternative to some rather overused classic sans. It is a humanistic sans serif which projects an image of reliability, authority and competence. Its subtle round characteristics such as the slightly curved-in edges, create a distinctly contemporary look, blending effectively traditional with modern details, combining utility with style.
This family is extremely versatile and functional. Extreme weights, such as the elegant hairline, are carefully designed to establish an even color throughout, while ultra black despite its heavy characteristics is quite legible and powerful. Intermediate weights such as light and book are ideal as body text for magazines and catalogs.
S Moda is accompanied by a powerful website which is updated every minute and offers the most current information about style and trends through audiovisual content and exclusive stories. There is also an application for iPad available as a free download. Regal Pro and Encore Sans Pro have been implemented as webfonts in the website and are also used in the iPad application.
The magazine’s second issue features a stunning Mila Jovovich on the cover, photographed by Eric Guillemain.