Mirage is a joint venture by Frank Rocholl, the editor, and the South African fashion photographer Henrik Purienne. Mirage has 400 pages and wants to be a hybrid of a fashion and an erotic magazine. The journal is extremely successful on its key markets in the USA, Asia and France. Mirage is rather an object than a publication, its main feature being sumptuous compositions of images and an unconventional aesthetic appeal that Frank Rocholl calls »stimulated experiences«. Thus, Rocholl and Puriell rely on a printed product, i.e. on the significance of the materials, haptic encounters, and excellent photo series.

»Mirage« for its editors is linked with the innovative and creative (linguistic) concepts like the »futurepast«, which implies that retrospection is as significant as the view into the future, and both merge in a design that combines the biology text book with a fashion magazine. The latter, then, is characterized by major contrasts between fashion photography and editorial. Potential sponsor were enthusiastic when they received the first pdf of the journal. Practical intervention followed: organized photo-shootings, texts, supply with inspirational modules that could be used for the first edition. Frank Rocholl has always seen »Mirage« as an alternative to his bread and butter job as an Art Director: »Sometimes I felt like a flow heater«, he describes this situation. When he cannot realize his ideas in every business, »Mirage« is the medium of choice.

The photo series in the magazine are like short films that set the mood. They usually focus on a single topic or artist per edition. In their pictorial language, Frank Rocholl and Henrik Purienne present an »anti-Photoshop world«, a world characterized by naturalness, an intentional lack of polish, colours, and a uniquely sensual image of women that you won’t find in any other magazine any more. That’s a lot of individualism, and it is being rewarded: Collectors are nowadays paying more than € 400 for the first edition of »Mirage Magazine«.

www.miragemag.com
www.rocholl.cc