Except being an independent print magazine with a consistent conceptual focus on art and culture, each issue is standalone and based on a given theme. Both the content and the design of the magazine is thoroughly reflected by the theme in question. In this way, each edition becomes something completely new, hence the magazine’s name. New magazine does not view inspiration as something that is limited to a specific subject, but rather influences various types of artistic expression. Therefore different disciplines from the entire art spectrum are included to interpret the same theme. Likewise, sustainability is at the foundation of new magazine as a publication, hence neither the fashion series nor the magazine as a whole is seasonal.