Are You a Smart Woman? (Eve)

Member Name: zebra

Product:	Eve
Date:	30/05/02 (267 review reads)
Rating:

Advantages: A nice indulgent read.

Disadvantages: Too many expensive temptations

Eve cleverly describes itself as the smarter woman's read. Smart is one of those deliciously ambiguous words which can mean well groomed and fashionable or quick witted and clever or perhaps both. I am sure I am not alone in aspiring to smartdom however defined and reading Eve is bound to help isn't it?

But who are these smarter women Eve is targeting?

In the June magazine Eve has given awards to what they consider to be the 20 smartest women in Britain, these are described as women who are out to change the world, perhaps following the footsteps of a certain eponymous heroine? "They are inspirational, not only for their jaw dropping achievements, but also for the energy and confidence that have enabled them to succeed while remembering they still have A Life." I think the mag is probably aimed at thirty something upwards, with some flexibility. The reader is expected to have internet access as many of the articles have web addresses to refer to and Eve also has its own website for those who want to participate in discussions about articles or generally air their views. But the contents of the magazine would probably appeal to every woman who wants some time for herself to indulge, fantasize and dream. Here are some of the reasons I like Eve:

Eve doesn't overdo sex

The lack of sensational sex headlines and articles was what initially attracted me to this magazine. While every other general women's magazine offers thrills and titillating experience stories Eve didn't even include the word on its cover. The last two editions, May and June have, however, mentioned the S word. May's article titled Sex Bombshell asked the question What gender are you? Then said OK prove it. This was quite an informative article on gender in general and apparently, amongst other things, a longer forefinger or ring finger can give an indication of the masculine and feminine aspects of people. This article could be used
as justification for Adams dipping into Eve if they feel so inclined - mine does!

The June edition offered the interesting results of a survey about "the sex you?re really having". It was quite forthright asking questions like "do you masturbate more or less often than you used to? Another question related to the greatest boost to your sex life and someone answered 'tying a scrunchy around his balls'. Whatever ;-) but I hope Eve doesn't go down the same road as many of the other mags and do itself to death with sex.

Eve is Escapism

This magazine is pure indulgence - there are no economy household tips and it doesn't mention kids at all. (Well it may squeeze a tiny piece in here and there but generally speaking - this is a kid free zone). This month, for example, suggested 30 you deserve it treats. These weren't your average, chocolate Lindt or otherwise treats, these were dine in a candlelit castle (fine if you live in Scotland and a bargain at £32 for 4 courses), commission a piece of jewellery etc. type treats. The fashions are glamorous and the travel destinations exotic and even when they're not they still look it in the glossy photos which have the power to transport in a dream. Somehow Eve makes it all look possible too. But

Eve is also serious

Intermingling with the glamour there are serious articles and thought provoking opinions. The monthly opinion column called Now Hear This covers topics such as offensive portrayals in advertising, not what you think but a bloke complaining about blokes being made to look stupid, and this month's covered the abolition of faith schools, June saw a story of a brave Bosnian rape victim and was a heart rendering human rights piece. There are plenty of other snippets to keep you thinking.

Eve is practical in a sort of non practical way and inspirational.

There is usually something in the magazine that really appeals to m
e, a recipe I want to try; a book I want to read or a ridiculously expensive (hence non practical) item of clothing I would die for.

So what's in it?

Eve tends to follow a fixed format with regular monthly articles under various headings plus of course extra feature articles.

The fashion pages

There are about 20 pages of fashion all very inspirational and tempting. Most of the clothes featured are quite expensive especially those in the photo layout pages. However there is a monthly feature which is a line up of 39 similar articles with prices to suit all budgets. June featured 39 lovely summer tops ranging in price from £10 (George at Asda) up to an exorbitant £850 (Bally). May?s mag had 39 sets of glamorous undies. I think this is a great fashion feature as it really gives you a broad view of what is available.

Another regular is the label of the month, a two page spread on fashion designers like Zara, Chloe etc. In combination with the Draper's Record, fashion industries bible, Eve cover stores, brands etc. which have won awards for excellence. Brand of the year was Gerry Weber and the best department store was Selfridges at Trafford.

Body Beautiful aka the Salon

This section also has regulars along with seasonal specials such as summer hair care. Stars in your eyes is a regular based on readers own can't live without products. The web site gives details of how you can contribute and if you're lucky become a product tester and get freebies (no vacancies at the moment). Treatment of the month gives an in depth and balanced look at some of the specialist salon treatments available such as The Bode Anti-cellulite Oxyjet system, Spa Marine Firming wrap. Seemingly honest appraisals are offered. Beauty on the couch takes a look at a famous make up house, e.g. Avon, Max Factor, and what makes them tick.
The health section is usually very interesting and informative.

Living, ind
oors outdoors and food.

Eve is most certainly not what you would call a home lovers mag but it does have a few pages each month featuring some home and garden design ideas. The food section is extremely well presented. The aim of it seems to be to offer quick and easy to prepare which are temptingly illustrated. These are described as gourmet style and junk food speed. Examples include seared swordfish with hot potato and olive salad, and chicken Caesar. There are 5 beautiful illustrated pages containing five recipes and those I have tried have worked perfectly which is much better than having loads of recipes but no guarantees. To finish this section there is a wine feature.

Vulture (rhymes with culture)

Is the Eve art scene. This usually includes an article on or interview with some personality or another. It also has a selection of don't misses on the silver screen, new DVDs and videos. The latest sounds are helpfully graded in the format if you like x (example of music, singer etc) you'll love this.

There are 4 brief book reviews and a slightly more in depth discussion by readers. Another book, of various genres) is also featured in opening pages under regular feature, happiness guru. Two other interesting regulars are the art class and sheer poetry where a celebrity or expert explains why they like a particular piece of art or poetry.

Other regulars include1001 things every woman should know, which briefly answers some weird and wonderful questions such as What do select committees do? why do power lines hum? And why don?t chocolate chips melt? There is a how to section covering an eclectic mix of info how to understand Bollywood films, fight off a shark, give a cat a pill and other useful:-) information. There is the ubiquitous Problems page but with the difference that online readers are the agony aunts and an Astrology page, (a bit better than many) and Eve is rounded off nicely by Jenni Murray musing on
whatever takes her fancy.

My only criticism of Eve is the patronising regular called fashion maths where they attempt and fail to make an expensive item of clothing look like a bargain by dividing the cost by estimated number of wears. A glamorous £400 dress worn twice a week over four months (I should be so lucky) works out at £12.78 per wear - A bargain - I think not!

But on the whole I quite like to indulge in Eve occasionally and flick through it for a couple of months before reluctantly handing over to 30 something daughter in law whom it is probably more suited to anyway.

PS. I will definitely be getting July Eve as there is a free Margaret Atwood book, Surfacing, in it - it's out on 31 May.

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