Topman will launch a new global online fashion magazine for men this month.
WWD reports that the UK-based fashion retailer, which is the sibling chain to Topshop and has outlets in the US and Asia, will launch an online magazine called Topman Generation on November 30.
Readers from across the globe will be able to access the publication via a link on topman.com, the brand's e-commerce site which ships internationally.
The interactive magazine will include features, comment pieces and culture guides and has been designed for access via computer, tablet or mobile phone without the need to download a dedicated app.
A shopping feature will also allow readers to directly purchase items worn by models and celebrities in articles, with Yoko Ono, Seth Rogen and Kirsten Dunst being just some of the stars set to feature.
Topman is one of the latest brands to use editorial-rich websites to appeal to male audiences, following in the footsteps of luxury online menswear boutique mrporter.com, whose online magazine The Journal offers readers access to features and celebrity interviews.
Meanwhile, upscale US department store Saks Fifth Avenue this week unveiled a redesigned version of its Saks POV online magazine, offering more editorial content, lifestyle features and cultural guides for both men and women.
The site, which links to the Saks e-commerce site, features guest editors and sections such as "blogs we love." Current content includes exclusive interviews with designer Tom Ford and a behind-the-scenes video from the making of Eva Mendes's fragrance commercial for Thierry Mugler's Angel.