The women, the myths, the legends: Haley Wollens and Chloë Sevigny launch Myth Magazine during NYFW

Who better to collaborate on a new magazine than one of New York's most famous cover girls? And so Chloë Sevigny was the first to agree to collaborate with her longtime style icon Haley Wollens on a new “magazine” – quotation marks are quite intentional.

Although the project officially launched on Saturday, fronted by a claw-nailed and nearly topless Mariacarla Boscono and featuring collaborators such as Sevigny and Telfar Clemens, don’t look for it on Casa Magazines anytime soon, because as the tagline says: It’s not on newsstands. The only way to truly usher in the arrival of this dynamic publication was with a lavish party on the Saturday night of NYFW, which attracted models, photographers, designers, writers and artists in droves.

So what is Myth? Wollens, whose clients include Bella Hadid's Orebella, Mugler and Dsquared and who has shaped fashion history for the likes of Drake, Miley Cyrus and MIA, spent a year developing it. It's an ever-changing online publication that weaves in video, sound and a fluttering butterfly emoticon. In other words, if performance art, Tumblr and a conceptual high-fashion magazine had a baby, it would look a bit like mythmagazine dot com.

“I have been here for years,” said Wollens fashionnestled in one of the Holiday Bar's white leather banquettes, while the dance floor shakes to intense drum and bass music. “I've been a stylist for over ten years – I've shot so many editorials and just wanted to create a new platform to publish my work.”

Going digital-only gives Wollens and her gang more room for creativity and fun. Case in point: To announce the non-magazine in a very tongue-in-cheek way, they enlisted viral Instagram personality @IamNotKateMoss for a series of clips. “Being online means the possibilities are endless. It also makes editing different because the page count is irrelevant, but there's still consistency and relevance,” Wollens says.

When it came to working with Sevigny on the first issue, Wollens knew it had to be more than a typical editorial shoot. Instead, the Myth team created an ad for Sevigny's Little Flower fragrance, but one that also included video and audio. Wollens says the intention was to emulate the feeling you get when you receive a new issue of fashion and seeing all the luxury ads every month, but “then adding video makes it so bombastic and exciting,” she laughed. “It's a mood change. We want to lead by example and show a new way of creating culture, creating brand awareness and moving with the times.”