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Why do Japanese fashion magazines hit newsstands two months before their officially designated month that's on their covers?

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I believe part of the reason is that the magazine viewer will look at the fashions to buy for the month that it's date is. In other words if a June issue is put out in April, it shows the trends for June and the summer. The other thing is the fashion season is turned around in that often one will do a summer catalog in the winter/early spring, while a winter catalog might be photographed in the searing heat of summer. That somewhat backwards schedule might have something to do with wanting to get the jump. In any case, by late July, fashionista are already looking at fall collections.

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