Humid Mag is bringing Erotica to Oslo

Just two years out of university, two driven friends in the media industry decided to take on a project of renewing Norwegians view on erotica: Humid Mag.

Published by Bianca on 07/05/2015

We met with the two founders of Humid Mag, Copywriter and editor in chief Anne Marthe Stange Smebye and Art Director and Creative Director Maria Riis Rasmussen. Formerly known as FUKT Mag, the magazine will change its name to Humid ('Fukt' in Norwegian).

Image to the courtesy of Amalie Winther

Tell us about Humid Magazine

It’s an erotic magazine primary for women, created by women and it is an alternative to the awkward top shelf porn available in Norway today. Erotica is still a very old fashioned and unexplored genre here in Norway, but we see a growing curiosity amongst Norwegians. We wanted to come in early on the market and be a part of the change and help shape the genre.

Imagery to the courtesy of Amalie Winther

How did it all start?

It started as a school project our third year at Westerdals Oslo ACT, as a reaction to how women are portrayed (that of an object rather than a subject) in visual storytelling. More often than not, women are portrayed as a thing that only exists for the pleasure of the heterosexual man, but women should be able to be sexual beings for them selves and in whatever way they please.  

Image to the courtesy of Stephen Buktus

So we had this idea of a magazine with focus on erotica, which was not pornographic in its form and added value to the reader through art, literature and fashion. Make it more tasteful and professional by having professionals involved and thinking about what women really want.

We chose to make it digital for the discretion of our readers. It’s still taboo with erotica and this is an easy and discreet way to enjoy the content.

Image to the courtesy of Stephen Buktus

What has it been like to start a Magazine like this in Norway?

In our experience it has not been that hard to find content and contributors to the magazine. Some model agencies that hear the word erotic are sceptical at first, but when we told people about our vision for the magazine they were willing to give it a try.

Image to the courtesy of Ida Bjørvik


Make it more tasteful and professional by having professionals involved and thinking about what women really want.


The business side on the other hand is the more difficult part, where do you find the money to a start up only 2 years after graduation? Who is going to do the technical parts? You work it out, but you have to be able to learn fast and be open to do a lot of the work yourself.  

Still, being new and small gives you the advantage of doing what you want and follow your visions. We get to live out the dream of creating something, and hopefully something that people like and want more of.

Image to the courtesy of Ida Bjørvik

Where do I buy my copy?

The Magazine is in digital form and will be available for ipad later this month via our website.

Image to the courtesy of Solveig Selj

Thank you Anne Marthe and Maria for the talk, we are looking forward to the first issue.

Website: fuktmag.com

Facebook: facebook.com/fuktmagasin

- Bianca -

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