Bambi Magazine is a fashion magazine that was conceived in 2005. The company was incorporated first in Canada in 2008 and the first issue was published on Mother's Day, 2010. Editor-in-chief Chad Muller established the magazine to blur the lines between fashion and art. The magazine's tag line and original concept was "Sex, Couture And Rock An' Roll".[citation needed] Bambi Magazine has featured Lydia Hearst and such models as Johanna Stickland, Catrinel Menghia, Daniela Freitas, and Toma Barkova.