Love bug

As the launch of the mysterious Love magazine draws closer, more details are slipping out. Fashionista (.com) have unearthed this image featured in this month's vogue which I didn't really want to buy on principle ( sorry Cheryl, nothing personal!).

Is it me or is the logo completely not what you would expect, given the title?
Also, the styling they've used on Agyness reminds me (apart from the Queen, obv) of the shoot she did with Tim Walker and Luke Worrall in Vogue last year.

Either way, the advert clarifies the launch of the magazine and it's date (Feb 19th).
The location and suppliers on the other hand, still have to be announced..