Word: swingingly
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...called Lauren--son of fashion maven Ralph Lauren--to investigate how he was going to transform the undergraduate journal he created at his alma mater, Duke University, into a national glossy. Swing first attracted my attention at the June Presidential Gala held at the New York Sheraton Hotel. At the Democratic fund-raiser, 20-something women were fawning over a certain not-so-tall guy in a loose-fitting navy pinstripe suit. He was David, they said, and he was starting a magazine for Generation X--American 20-somethings whom he (and the executives marketing Swing) knew to have tremendous...
...Swing doesn't represent any of them...
Lauren writes ironically in his first editor's note that "Swing is about men and women in their 20s who have ingeniously realized their aspirations in the face of hardship." But the magazine has a great deal more to do with the leisurely diversions of the young, wealthy and idle--including Lauren and his friends who run the publication. Indeed, Swing is a product of spoiled suburban children who play at publishing and editorializing...
...interview last week, Lauren said Swing aims for the lowa factory worker as much as the college-educated preppie. "Chris Barron (the Spin Doctors' lead singer whom the magazine profiled in its first issue) lives on a farm in Washington," he offers...
...Swing's first section sells itself a "guide to the hipper things in life." It contains short briefs on current yuppie trends: indoor rock climbing, coffee houses with computer ports, poetry slams, cigars for women as smoked by Madonna, which bars are "hot" in New York this month and what to drink when you go to them. One column contains advice on how to arrange antiques in your dilapidated apartment; another presents an inquiry on who should pay the check...