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"   Photo: Pringle of Scotland  The eMagazine&amp;#039;s not quite as sexy as the &amp;quot;short film,&amp;quot; the favored luxury advertisement of choice this year, but Pringle of Scotland`s raising the bar. ASOS, H&amp;amp;amp;M, and Topshop each have one, and ACNE has ACNEpaper (which is basically a proper magazine), but Pringle&amp;#039;s will live solely online, curated by people like Terry and Tricia Jones from i-D and featuring editorials shot by Ryan McGinley. Bands like Franz Ferdinand are interviewed to balance the fashion fare, like a behind the scenes look at their AW10 camapaign starring Tilda Swinton, a peek inside their factory in Scotland and even a How-to-Knit video. They&amp;#039;ll ask different industry insiders to edit each issue of the magazine. The editorial content frames the runway collection, as well as the brand&amp;#039;s artist collaborations, both of which are available online for the first time through the site. So if you still haven&amp;#039;t bought your winter shearling, here&amp;#039;s another chance. "^^<http://www.w3.org/2001/XMLSchema#string>
<http://www.elle.com/fashion/news/a4991/pringle-of-scotland-jumps-on-the-emagazine-bandwagon-7841/>