This is a magazine that presents 'fashion' as something that is not exclusive but attainable to the masses. This is the magazine that does not present being trendy as simply requiring more money than sense like other more typical and traditional fashion magazines.This fashion magazine, summerwinter, believes that fashion can be inclusive and unpretentious: being "cool" shouldn't necessarily equate with being "cold". 

Rather than mimic overseas trends, Summerwinter celebrates Australian fashion and landscapes, as opposed to the big fashion magazines that rely heavily on overseas contributions. People's relationship with fashion has evolved and they are ready for something with a bit more depth to it.