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The title is named after the key proteins which create ginger hair, Melanocortin 1 Receptor, and hopes to give redheads around the globe the recognition and representation they often lack in the fashion industry. The unique print was first published in German and from there it has been created entirely in English in the hope that it reaches an international audience.
MC1R features popular projects around the world such as anti-bullying campaigns in order to create awareness as well as remarkable stories from gingers themselves. Each issue deals with red hair and everything relating to it from contemporary art and fashion editorials, to interviews with musicians and designers, alongside stylish images and profiles, social advantages and disadvantages are also discussed as to being a redhead.