History
1980s
Logan had previously created the teen pop magazine Smash Hits, and had been an editor at the New Musical Express in the 1970s before launching The Face in 1980.
The magazine was influential in showcasing a number of fashion, music, and style trends of youth culture including New Romantic, and the "Hard Times" look of the mid-1980s.
From 1981 to 1986, Neville Brody was typographer, graphic designer, and art director of the magazine.
1990s
In 1992, the magazine ran an article which contained a reference to the supposed sexual orientation of the Australian actor and pop star Jason Donovan. Donovan sued the magazine for libel in 1992 and won the case. Subsequently, the magazine requested donations from readers to pay the substantial libel damages and court costs which came to £300,000.
Cover featuring David LaChapelle photo of Gisele Bündchen
The magazine set up the "Lemon Aid" fund—supposedly so-called because the original article on Donovan had stated that he treated his hair with lemon juice in order to make it blonder. Donovan reached a settlement with the magazine to allow it to stay in business.
Its best selling period was in the mid-1990s, when editor Richard Benson brought in a team that included art director Lee Swillingham. Benson ensured the magazine's written content reflected developments in music, art and fashion whilst Swillingham changed the visual direction of the magazine to showcase new photography, commissioning work by Stéphane Sednaoui, Inez Van Lamsweerde, Steven Klein, David LaChapelle, Norbert Schoerner, Glen Luchford, Henry Bond, Craig McDean and Elaine Constantine.
In 1999, Wagadon was sold the title to the publishing company EMAP.
Notable names associated with the magazine were designer & typographer Neville Brody (Art Director, 1981–86), creative director Lee Swillingham (Art Director 1993-1999), Julie Burchill, Tony Parsons, photographers Juergen Teller, David Sims and writers including Jon Savage and Fiona Russell Powell.
2000s
By its May 2004 closure monthly sales had declined and advertising revenues had consequently reduced. The publishers EMAP soon closed the title in order to concentrate resources on its more successful magazines.
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