Elvira Vedelago - POSTSCRIPT




Elvira - POSTSCRIPT.jpg

Last October, I fell in love with newspapers again. I had always been a fan (I’ve done the daily crossword almost every day for the last 10 years!) but I became particularly enamoured by the touch and texture of paper. With the current decline of print publications, it all of a sudden felt even more important and I found myself hoarding copies of interesting looking and feeling publications at home. 

And then, after coming across the MR PORTER POST for the first time, I was fascinated by the creation of a paper that breaks the confines of generic news reportage and instead features content targeted towards a specific audience. For MR PORTER POST, it's the traditionally stylish and suave man but I wondered whether I could find a paper like that for me, a woman with a cultural background interested in both beautiful and smart content. Content that goes beyond fashion to encapsulate the nuances of being a woman of a certain culture living in a modern city through the exploration and expression of art and culture.  

About a year ago, I met a now close friend, Chinasa Chukwu of the contemporary fashion brand Weruzo. I obsessed over her designs for a while because not only are they beautiful but also the backstory behind the brand is really meaningful. As women of the Nigerian diaspora, born in foreign cities and living in London, we bonded quickly and very soon after our first meeting decided to create something together that would capture all of the above. 

Just before Christmas 2017, the idea of POSTSCRIPT was born and last month, we officially went to print! To say this is all so surreal is an understatement. I created a vision board a year ago that included goals of me becoming an editor one day and it's so cool that I've made that happen for myself. It’s really a very inspiring thing to see an idea come to life and I’m beyond proud to have POSTSCRIPT existing outside my mind and in the real world.

I've mentioned a bit about POSTSCRIPT on social media already but I thought I’d address the deeper significance of the paper on here, to give a better understanding of what it is and what we’re trying to say with it.

Elvira Vedelago - POSTSCRIPT


As mentioned above, I wanted a publication that discussed more than fashion. As much as I appreciate fashion, I worry that it's one of the few (and limited) ways in which the media feels it can communicate with women, other than discussions around our body or our relationship to men. In the past, there hasn't always been a strong press narrative that celebrates our minds and voices, but the emergence of niche publications, such as Riposte and Gal Dem, has pushed the frontiers of what female-focused content might look like. Creating POSTSCRIPT was a chance to encourage yet more meaningful conversations amongst women and by focusing on culture, it connects women to ideas, customs and forms of expressions about our differing perspectives of the world we share. The difference for us is in the presentation of that content. Including an assortment of articles, essays, interviews and works of art from different women - hence an anthology - we hoped to create a platform where these concepts can be shared and digested in multiple ways. 


Not only is the content directed at women limited, the general representation of women in the media is rather one-dimensional - particularly women of colour. So here was a chance for us to add further diverse voices into the mix. But why do we highlight culture instead of colour? Being of mixed heritage (black African, white European), I often get asked which side I feel more like: black or white? The truth is I am a product of all my lived experiences. I was born in the States, spent my formative years in Italy, Nigeria, and Denmark and ended up living in London. Every single one of those places has had an influence on my identity today so it's really not that black or white. Chinasa has shared a similar experience and so we're your quintessential third culture kids. There's so many with similar stories living in London and those wonderful complexities are exactly what we want to explore - nuances which incorporate a history of differing backgrounds and experiences. Whether South Asian, Eastern European or West African, we want to understand what life is like as contemporary women in these varied spaces. The Internet has opened up a worldwide dialogue, so POSTSCRIPT asks what we can learn from the perspectives of different women across the globe. 

Elvira Vedelago - Why I Created POSTSCRIPT


In today's digital climate, most publications start online, build a fanbase and then might go into print. We skipped all that and jumped head first into printed content - a bold move but totally worth it. While creating digital content might have been a safer bet, we feared the dangers of trying to keep up with the fast-paced nature of online media to consistently maintain reader engagement. There's already a lot of noise online as we all compete for cyber attention. As such, the quality of content often suffers. For Chinasa and me, making POSTSCRIPT a printed publication from the get-go was a purposeful decision to not only create something evocative (aka that nostalgic feel of paper) that would live in our readers' homes for several months or years but also kept us in check with the content we were creating. Print is expensive, so every piece featured had to be meaningful and significant. Creating intelligent and thought-provoking content that would be digested slower and deeper than if it lived online was our raison d'être for POSTSCRIPT. 


The last 8 months have been a whirlwind experience but so awesome! I cannot tell you how much I appreciate and am grateful for all the love we’ve received on this project. It's amazing to share this new journey with you guys and all the stress/moments of doubt have been worth it to see others support the movement. 

If you haven’t got your copy yet, you can BUY POSTSCRIPT ONLINE HERE. Otherwise, we are now available in selected stores (see here).

Still on the fence about getting a copy?


Have a read, mull over the topics raised and please send feedback our way as well. We are currently working on the second issue already and always looking to improve! :)