At 100 Euros a copy, it's the ultimate luxury magazine on the Romanian market. 'Incepem' has blazed a trail in Romania, and looks like it's started a movement that won't be stopped.

Contrary to popular belief, the UK isn't all White Cube galleries and Britpop concerts. Cultural life in the majority of the British provinces means a soft-rock tribute band at the local pub and a kebab on the way home. If you're lucky. This was particularly true of my own experience of growing up in what is usually romantically referred to as 'a northern mill-town'. For many people like myself, self-consciously fashionable magazines such as 'The Face' or 'i-D' had a special part to play in providing access to a world that seemed a million miles from the small-town mentality of small-town England. So it was with great sadness that I learned of the closure of The Face, a publication that for 25 years positioned itself at the forefront of every successive youth movement, from Acid House to Justin Timberlake. Limited-edition trainers; the war in Iraq; Big Brother celebrities; they all found themselves under the publication's knowingly critical eye. A magazine for men and women, for gays and straights, for council-estate clubbers and the London in-crowd, The Face simply stopped being profitable.

It's similarly sad that that no such publication exists in Romania. Youth are instead growing up with their cultural expectations set for them by tiresomely conservative gender-specific lads/girls mags. Perhaps in an attempt to disguise their frequently poor quality, the Romanian press seems to be trying to make amends by sheer quantity. This is a country where there are simply too many newspapers and magazines.

Against this unpromising backdrop, enter 'Incepem'. It looks like a style magazine. It reads like a style magazine. Its contributors include som