LEON is the monthly - full of ads and a bit of copy and lots of pictures. The LEON snap is twice a year and is full of full page pics - mostly from Pitti or Italy in general. I think the target market is 45+ blokes who think they are hip. Mens Ex Seems to be aimed more at under 40 modern salarymen.
If you haven't had much exposure to the glossy .jp menswear mooks then a copy of the monthly LEON or Mens Ex is fun. But the LEON snap is better value by a long shot. I think Mens Ex have a similar bi annual thing - not sure. Journeyman will know.
I'm not sure if Men's Ex has a biannual special, although it's possible. Both Leon and Men's Ex typically feature a page or two of "street style" photos, usually of Europeans such as Lino Ieluzzi and other Pitti favourites.
Of the two, I tend to prefer Men's Ex as it usually offers some educational info on clothing or shoes, discussing the pros and cons of different brands or types of shoe or jacket construction, for example, whereas LEON is usually filled with lifestyle advice on clothing brands, men's jewellery, imported cars, alcohol and which bars and restaurants are good for showing off your young, glamorous girlfriend/mistress.
LEON also concentrates pretty much exclusively upon Italy for clothing and style inspiration, whereas Men's Ex is much more wide-ranging in seeking inspiration, with brands, products and people from around the world being mentioned and profiled.
When LEON was first introduced, I was in Japan and saw a television interview with the founder of the magazine. He was really the sort of person for whom LEON is written - in his fifties, fancies himself as a ladies man, wants to know what brands to wear and how to look a bit younger and hipper with a European twist. I think that he's been quoted as saying that the magazine was aimed at "choiwaru oyaji", or "bad middle-aged/older men" - in other words, men who like to play around, men who like to be seen as being interested in fashion and living life, rather than as being obedient worker drones who slave away in offices until late at night.
I think that this hits the nail on the head.
It's rather like the fashion displayed on the runways at big fashion shows - most of the stuff isn't meant for everyday wear, as it's simply not practical for the majority of the population. Instead, it's meant to draw attention, to get reviews, to get internet views. The same with the guys at Pitti. I'd be willing to bet that whilst the majority of them doubtless dress more outrageously than 99% of men every day, they deliberately ramp things up further for Pitti as they want to be seen and they want to be photographed and noticed. They're playing a role, for better or for worse.