While many fashion magazines in the West are reducing their size or closing entirely, titles such as ‘Vogue Man’, ‘The Face’ and ‘Another’ have turned to China. In recent months, Chinese magazines have outshone Western counterparts with their creativity. While many fashion magazines in the West are closing their doors, streamlining operations or shifting away from monthly release cycles, China’s magazine scene is booming. “In the past, cultural trends moved from West to East: the East would adapt or copy. If decision-makers are based in the West, they probably don’t know much about local Chinese taste, culture and social media.