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From the Frankie website:
Two years ago, over a glass of wine, Editor Louise Bannister and Creative Director Lara Burke aired their frustrations at what magazine stands were offering to women in their 20s. Both firm friends with similar tastes, the duo became inspired to make a magazine they and their friends would want to read.
After months of planning they presented an idea for a new magazine to their bosses at publishing house Morrison Media. They wanted a magazine that spoke directly to the reader, contained great affordable fashion, inspiring art, interesting reads and the best photography. They wanted a magazine to be written by 20 somethings for 20 somethings.
And so in September 2004, frankie was born.