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==''Bizarre''==
''Bizarre'' magazine began in late 1945, while Coutts was living in Canada.<ref name="utexas.metapress.com">{{cite web |url=http://utexas.metapress.com/content/r05x577r3n1g7r50/ |title=ArchivedIn copyBizarre Fashion: The Double-Voiced Discourse of John Willie's Fetish Fantasia - Journal of the History of Sexuality - Volume 22, Number 1 / January 2013 - University of Texas Press |website=utexas.metapress.com |access-date=6 June 2022 |archive-url=https://archive.today/20140416190731/http://utexas.metapress.com/content/r05x577r3n1g7r50/ |archive-date=16 April 2014 |url-status=dead}}</ref> He published the magazine under the pseudonym of "John Willie", a name he kept for the duration of his career. Willie was introduced to the American fetish underground by [[Charles Guyette]] and later worked with [[Irving Klaw]], the infamous [[BDSM]] merchandiser later charged with [[obscenity]], but he is best known for his fetish cartoon character [[Sweet Gwendoline]], which he drew in a style that influenced later artists such as [[Gene Bilbrew]] and [[Eric Stanton]]. Other characters include U69 (censored to U89 in some editions), the raven-haired [[dominatrix]] who ties up Gwendoline and Sir Dystic d'Arcy, the only prominent male character and probably a parody of Willie himself.<ref>Glenn Daniel Wilson, ''Variant sexuality: research and theory'', Taylor & Francis, 1987, {{ISBN|0-7099-3698-2}}, p.15</ref> ''Sweet Gwendoline'' was published as a serial in [[Robert Harrison (publisher)|Robert Harrison]]'s mainstream girlie magazine ''Wink'' from June 1947 to February 1950 and later in several other magazines over the years.
 
''Bizarre'' was published, at irregular intervals, from 1946 to 1959. The magazine included many photographs, often of Willie's wife, and drawings of costume designs, some based on ideas from readers. There were also many letters from readers: he was accused of inventing these but insisted that they were genuine. These letters covered topics such as [[high heels]], [[Bondage (BDSM)|bondage]], [[amputee fetishism]], [[sadomasochism]], [[transvestism]], [[corsets]] and [[body modification]]. The magazine was suspended completely from 1947 to 1951. By 1956, Coutts was ready to give up the magazine and that year he sold it to someone described only as R.E.B., who published six more issues before ''Bizarre'' finally folded in 1959. There was no mention within the magazine that it had changed hands, but in issue no. 23 Mahlon Blaine was introduced by the editor as the artist who was to replace Willie as the primary illustrator.<ref>R.E.B., ''Bizarre'' no. 23 (1958): 8</ref>