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This change is part of the Raising Hell With The Hippies The Cowboys shirt . evolution that both brands have experienced over many decades. Flare began as Miss Chatelaine in 1964 as a spin-off of Chatelaine and targeted teenage girls with high school-friendly fashion and dating and etiquette tips. But with the growing feminism movement, content began to shift to career advice and photo shoots showed more office apparel and eventually, a magazine with the word “Miss” in the title didn’t fit with the times. And so Flare was born in 1979 with a strong Canadian point of view on fashion, beauty, culture and relationships.A few years earlier, city magazine Toronto Life began publishing fashion supplements and in 1977, Toronto Life Fashion was popular enough to become its own magazine. Through the ’80s and ’90s the magazine expanded distribution across the country and “Toronto Life” was slowly dropped from the title (literally, the words became smaller and smaller until they vanished).With two vibrant Canadian fashion magazines on newsstands, a rivalry was inevitable. But four years ago, Flare stopped printing and concentrated on building a strong online audience. A small but clever editorial team focused less on fashion and beauty and more on culture — whether that meant political explainers, relationship issues or recaps of the latest Bachelor drama.
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