Icon: “Style Rock”, a special edition to celebrate 10 years of Virgin Radio

The new issue is on newsstands to coincide with Pitti Firenze and the men’s fashion shows in Milan

A 52-page special featuring style, music, places and stories with an entirely rock-based focus; a portrait of a giant of world cinema, Christoph Waltz; an unexpected and exclusive visit to the Vatican’s historic tailors, an exploration of the secrets and rituals of the Papal dress code. All this, and much more, in the new issue of Icon, on newsstands and in digital from 13 June, and coinciding with the 92nd edition of Pitti Immagine Uomo in Florence (June 13-16) and the fashion shows of Milano Moda Uomo (from 16 to 20 June 2017).

A special issue, during the two unmissable appointments for men’s fashion, where the Mondadori Group’s upscale men’s magazine, edited by Michele Lupi, will be among the protagonists.

STYLE ROCK – Virgin Radio’s historic pay-off is also the name of the radio’s playlist that has revolutionised Italian radio broadcasting with an unmistakable style and is now preparing to celebrate its first 10 years. But on 13 June, “Style Rock” will above all be the name of an exclusive supplement with the new issue of Icon, that as a stand-alone takes an “iconic” look at the world of rock. A world that has “influenced everything in the past 40 years, from fashion to design, to cinema and photography, as well as cars,” says Icon editor Michele Lupi, explaining the genesis of the Special Issue. “When we realised that Virgin Radio was about to celebrate its 10th anniversary, we immediately thought of a collaboration that would be good for both of us. I talked to the whole radio team, with my old friend Ringo and Paola Maugeri. It seemed clear to everyone that the combination of Icon and Virgin could be a natural evolution of a common way of interpreting style.”

“When Mondadori asked us what we thought of a new project involving our Virgin Radio brand with Icon,” said Paolo Salvaderi, chief executive of RadioMediaset, “we immediately saw an opportunity to further strengthen our leadership in the radio market through the most successful male-oreinted editorial product in the print media market. I want to thank Michele Lupi and Mondadori for having created a product that is truly consistent with our positioning, with the established quality and innovation for which Icon is known.”

The cover of the first issue of Style Rock celebrates the legendary “stud”, an element that has come in and out of fashion from the 1950s to the present day, without ever losing its somewhat fetishist appeal for entire generations dedicated to the cult of rock. Inside the magazine, an event exhibition celebrating the great years of Guns N’ Roses, the band currently on a successful and historic reunion tour. But also an exclusive interview with Paul Weller, an authentic British national institution and cross-over composer; a portrait of Thurston Moore, the “serial experimenter” far from the mainstream and historic guitarist of Sonic Youth; and a  focus on vinyl, with the most popular records and stores where to find cult classics.

The advertising sales company Mediamond has attracted a large number of companies and brands, who share the magazine’s and its readers rock spirit, and who themselves represent style icons in their respective segments, including Moto Guzzi and Woolrich. “Style Rock is an idea that we really liked from the start and on which we have worked closely with the publisher,” commented Davide Mondo, chief executive of Mediamond. “It’s a project that has enabled us to experience a happy contamination between media of great editorial consistency and to offer our customers a new and unique product. Thanks to targeted distribution, Style Rock is also perfectly in line with clients’ communication needs. Indeed, we are already working on a second issue.”

The main cover of Icon, meanwhile, features Christoph Waltz, the Austrian actor who conquered Hollywood thanks to Tarantino, with two Oscars as the best actor not in a leading role, two Golden Globes for supporting actor and two BAFTA awards, for Inglorious Basterds and Django Unchained. Inside the magazine there is also an unusual visit to three historical Roman tailors that make clerical clothes and vestments, a discovery of the key figures in the Vatican boutiques and the secrets and rituals of the papal “dress code”.

To mark the 92nd edition of Pitti Immagine Uomo, the new issue of Icon will have a special distribution on 13 June at the Central Station in Milan on the platform for the Frecciarossa trains departing for Florence, confirming the important role of events for the brand’s identity.