I’ll admit it — when a celebrity launches a “lifestyle” website, I’m cynical. So when British Model Agyness Deyn and her friend Fiona Byrne, former editor of music website NME.com and contributing writer to Nylon and New York magazines, decided to launch NAAG.com, an online magazine, this past Monday, I was undoubtedly ambiguous. But after reading their pages for the past few days I am completely enamored with the site.
NAAG (named after the last two letters of Byrne’s first name and the first two letters of Deyn’s first name) touts itself as, “Fiona and Aggy and our friends, talking about things we like and do and see and feel. We live in New York and like to hang out.” Byrne heads up the site as Editor-In-Chief, with Deyn as Creative Director. Topics range from fashions they die over (French label Sessun, and we concur); to drugstore beauty finds they adore (Rimmel’s $7 mascara); to the places they go for food and drinks (NY’s Boom Boom Room); to the movies and musicians they love (Bloc Party’s Kele Okreke. Again, major agreed). The site is charming, witty, and surprisingly original in its dialogue, with one tongue-in-cheek caption reading, “It’s not a headband, it’s a 21st century crown, actually.”
The site also boasts photoshoots that rival Vogue and contains quirky designer interviews (in case you’re wondering, Chris Benz prefers crunchy peanut butter to smooth).
NAAG feels like you are at a coffee shop with your friends talking about the things you love. Except in this case your friends are famous and actually like eating donuts.
-Rakhee Bhatt
NAAG covers fashion, food, travel and culture. With such a wide variety of topics, it definitely “feels like you are at a coffee shop with your friends talking about the things you love.”