Asos - magazine or brochure?

I got given a copy of this lovely piece of work recently. It's a promotional item for online fashion store Asos. It's a very clever spin on the old catalogue format. It takes a lot of direction from glossy fashions mags.

It has a contents page, features, interviews

The standard fashion shoots are in there too, but the genius part is that with each of these magazine style items every shot carries a catalogue number. so if you like what you see you just drop the number in to the site's search field and your on your way.

is it a catalogue or is it a magazine? what ever it is it's bloody nicely done.