Carine Roitfeld’s much-anticipated new magazine finally has a name and a structure, and when it debuts in September it won’t be like any fashion glossy on the market.

It’s called CR Fashion Book, and Roitfeld told that while the debut issue won’t be seen until much later this year — the image is from a mock-up created to gauge advertiser interest — it will be unmistakably Carine; her handwritten initials form the book’s logo, and the magazine will only print feature-length stories alongside the imagery. Each issue will also follow a general theme. For the obsession-themed mockup, Roitfeld hired Sebastian Faena to shoot models poring over their own reflections in mirrors.

Roitfeld stressed that she didn’t start CR Fashion Book to challenge anyone — least of all Vogue Paris, where she worked until late 2010. Instead, she says she wanted to do something entirely new.

Vogue is a very beautiful magazine, an institution, and I learned so much working there,” she explained. “You can’t put yourself into competition with a magazine like Vogue; you have to create something new, something different.”

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