A Fucking Magazine: Inside dating app Feeld’s turn to print

Feeld is an independent app launched back in 2014 by Dimo Trifonov and Ana Kirova with the purpose of providing a haven for open-minded singles and an alternative to the more heteronormative Tinder and Hinge. Now, the online dating landscape feels more mired than ever, with most apps lorded over by the great big Match Group hegemony – but not Feeld. And, following the explosive discussion brought about by Chanté Joseph’s recent Vogue article Is having a boyfriend embarrassing now?, perhaps we’re all yearning for more open, less traditional conversation.

Feeld’s magazine AFM (an interchangeable name can stand for both A Feeld Magazine or A Fucking Magazine), has now released its second issue on the topic of mind games. Edited by Maria Dimitrova and Haley Mlotek, this issue’s visual world is creative directed by Merel van den Berg (previously The Gentlewoman) and features illustrations by Mona Chalabi and photography by Nan Goldin. Fresh, unexpected and housing an array of brilliant creative minds, from it’s graphic design to it’s photography, illustration and archival imagery, why does Feeld’s magazine just feel-d a little different?

Mona Chalabi’s illustrations breathe life into a format we know and love; the quiz. We’re all itching to learn more about ourselves, from personality types to what character we are from our favourite TV series, but Mona guides us through the behaviours of Feeld members through her trademark blend of data and doodles.

These sit side by side thoughtful typographic choices. Otto by Sam de Groot and released by Dinamo brings a cheerful and cartoonish tone and is accompanied by Berton Hasebe’s Review typeface, which Merel describes as “evocative and commanding everywhere it’s found”. This balance of cheerful and commanding is an interesting extension to how AFM expresses itself. Merel says: “I’ve always found it intriguing that classified contact ads seemed a lot more appealing to me when they appeared in printed matter: the mystery, the scarcity of information and the temporary nature are fertile grounds for desire.”

For the AFM lettering on the magazine’s cover, type designer Justin Sloane was enlisted to balance the bold medieval look by playing with opacity. Merel says they went for a “transparent varnish to not impose on the darkness of Nan’s image. Instead it creates an ephemeral, tactile gesture.” Photographer Nan Goldin, best known for her snapshot-style slideshows dealing with intimacy and emotions within queer communities, worked with AFM for this issue’s cover, which stars musician Kelsey Lu. The cover is enriched by how Nan’s past documenting queer life aligns with the ethos of the publication and her existing friendship with Kelsey.

The archival visual threads running through the magazine incluse “a squirting cucumber, an ancient Greek fertility statue, and a young Björn Borg looking at you excitedly, holding a small present,” Merel says. The creative director collaborated with Kees de Klein for these odd yet cohesive images, pulled from his own personal archive, alongside Torbjørn Rødland’s portfolio of images. Kees also shot portraits of Feeld members for the magazine’s meet cute section, which he described as “like going on eight different dates”, Merel says. Each image brings the energy of the individual to the forefront. Member Jon, listed as into threeways and exploration, is pictured by Kees lying cross-legged on his bed, cool, aloof and decked in shades and trackies. Maurizio, a drummer, speaks on the euphoria of mastery and has his portrait taken behind his drum set as he stares intensely into the camera.

All of these elements merge together beautifully for this indie magazine born from an indie dating app. The magazine is communally-made and drawn from prompts sent out within the app environment – the dating landscape is made odd, and perhaps that’s a good thing. Queering our connections seems to be cardinal for AFM, and it’s further proof that sincerity and exploration through printed matter is here to stay.

You can purchase issue two of AFM here.