New-Era Weed Publications
Two new publications point to cannabis' evolving role as the cornerstone of a stylish, female-focused lifestyle that has little in common with its enduring 'stoner' identity (see also Women Embrace Weed).
Women's magazine Broccoli, from a former creative director of hipster-chic magazine Kinfolk, will explore cannabis "through an art, culture and fashion lens". The first issue, shipping in late November 2017 and available in Rachel Comey stores, includes a feature on the Japanese art of Ikebana (flower arrangement) alongside a weed-centric creation by high-profile floral designer Amy Merrick. It also contains an essay on weed's evolution from a "creative adventure into a capitalist transaction". The magazine will publish three times a year.
The founders of Gossamer, which went live with initial email newsletters last week, are planning to debut the biannual print edition in 2018, as well as live events and (as yet unspecified) physical products. The goal is to attract brand sponsors by building a highly engaged community. Gossamer's aesthetic is also upscale, youthful and contemporary – Business of Fashion notes it "should resonate with millennials who are fans of brands like Outdoor Voices and Glossier". While not a female-specific brand, Gossamer sponsored a panel on women in the cannabis industry at New York-based women's co-working space The Wing.
The founders of both publications point to a previously under-the-radar tribe for whom cannabis is one of several key commonalities. "No one was speaking to this massive group of women who are creative, driven, intelligent and have a lot of interests outside of weed," says Broccoli's Anja Charbonneau.