The lowly fashion assistant leads a life of great contradiction.

They get invited to loads of swish events, yet eat beans on toast and catch the night bus home to their bedsits in Brixton and Wembley, not to mention handling the most covetable designer wares at the office, whilst clad in Topshop and Primark themselves.

And why do they do it?

Alas, it's a well-trodden right of passage for any aspiring Diana Vreeland or Carine Roitfeld, where their superior not only nabs the best freebies, but also gets to do the fun stuff as well. However, Let Them Eat Cake is a new quarterly magazine launched today that lets the assistants out of the fashion cupboard to exercise their own creativity.

Designed as a platform for the next generation of journalists, stylists and image makers to demonstrate their frustrated talent, it also gives them a chance to build their all important portfolios and hopefully help them on their way to their own much sought-after Editors position.

Which once they've secured, they too can demand some underpaid and undernourished skivvies to do all the dirty work for them.