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Lucire TV Pilot Commences Shooting

Lucire TV pilot commences shooting

Wellington, October 9 (JY&A Media) Videographer and multimedia expert Jason Moon will helm the first instalment of Lucire TV, a video- and webcast venture that looks behind-the-scenes of Lucire, the world's leading pure-play online fashion magazine.

In the pilot, Mr Moon follows the developments of three designers at the Wellington Fashion Festival, which Lucire covered by providing official photography that has appeared in publications around Australia and New Zealand.

Mr Moon will also film an exclusive shoot in New Zealand, to be announced.

The segments will be cut for webcasting at Lucire ( and edited into a half-hour pilot for broadcast sales.

'This is a global venture which, like Lucire magazine itself, began in New Zealand with a distinctively New Zealand formula,' said Jack Yan, the founder of Lucire. 'Jason Moon typifies a can-do Kiwi attitude with his production skills. He has himself been a model, which means he knows what it's like to be behind-the-scenes.'

Mr Yan promises that the segments will be truer to the fashion business than some falsely glamorized programmes.

'We provide an honest, raw look at the business. And we will play ourselves: there won't be acting—or misquoting—involved.'

He added, 'This is by the people, of the people. It's not a fictionalized account that you might read in Vanity Fair.'

Put together in a total of eight weeks, Lucire TV has a unique formula that combines a documentary with the real-life goings-on at a fashion magazine.

'Part of the Kiwi spirit is a sporting trust that we have within our team, which means lessening formality and a flat organizational structure,' said Mr Yan. 'That's how we got from concept to finished product so quickly.'

More information can be found at

Fact sheet: Jack Yan on Lucire TV

This isn't the first time someone has claimed to provide an "honest look" at something. How real is Lucire TV going to be? People are bound to react differently when a camera is put before them. Yet we're not doing fly-on-the-wall spy photography, either. So expect there to be some reserve as a result of the camera. However, we won't glam this up. There will be no playing on stereotypes. We are happy to leave that to French and Saunders and Absolutely Fabulous, and to Vanity Fair.

Won't this destroy the fashion industry myth? What myth? The more quickly some juniors in the business—some interns, for example—understand that, the less false grandstanding. We see arrogance in the market-place. But fashion is a job. It's hard work, like any other vocation. Ask Lucire TV's director, Jason Moon. He's an ex-model and he'll tell you that it's never easy. That will come through.

The content seems very New Zealand-based. How global is this venture? It will be global, like everything else we do. We believe in one world, one fashion title. It ties in to a deeper philosophy about the universality of human rights, honour and decency. The first episode is shot in New Zealand, but it features international participation, with our New York office involved. It will be the most globally minded show in the biz because we won't care where the content will ultimately come from through the series.

Have more Lucire TV episodes been commissioned? No. We are producing a pilot to see whether it's feasible to do more through market research.

What is the difference between Lucire TV and Lucire Live? Many fashion television programmes are trite: they centre around a documentary style. Lucire Live was trite in that respect. Lucire TV combines this and adds a dose of behind-the-scenes reality. What we won't have is the overdramatization of "reality TV", which has come to mean quite the opposite. This will be 'raw', which is about the only adjective the new production will share with the old.

About Lucire Lucire, the global fashion magazine, is one of the world’s leading fashion titles on the web. Founded in 1997, it covers fashion, beauty, travel and lifestyle, with a global perspective for today’s woman. It is known for providing in-depth, quality journalism. The magazine is targeted at the woman who is tired of the offerings from established fashion players, and chooses to be herself. Lucire is available at and its content appears under licence at numerous major sites including and Totalwoman.

In August 2001, Lucire received 13,000 unique visitors daily. According to Alexa Internet, Lucire is one of the top-ranked pure-play fashion titles in the world.

Note to editors This release contains forward-looking statements which are not historical fact and involve risk and uncertainties. Projections and other statements or expectations regarding future events and/or financial performance, although given in good faith, are inherently uncertain, and actual events and/or results may differ materially. These forward-looking statements are made as of the date of this press release. Jack Yan & Associates, JY&A Media or Lucire assume no obligation to update the forward-looking statements after the date hereof.

Lucire is a registered trademark of Jack Yan & Associates and subject to protection in certain jurisdictions. All other trademarks are the properties of their respective owners and are only used in a descriptive fashion without any intention to infringe.

Contacts Jack Yan, CEO, Jack Yan & Associates T 64 4 387-3213, F 64 4 387-3213

Amanda Dolheguy, Executive Vice-President, Jack Yan & Associates T 61 411 695-072, F 64 4 387-3213

Simone Knol, Editor-in-chief, Lucire T 44 7876 701-505

Richard Spiegel, New York Editor, Lucire T 1 212 352-9731, F 1 212 352-9731


Simone Knol Editor-in-chief, Lucire


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